The mobile gaming industry is leading the digital entertainment trend, with Vietnam emerging as a leading potential market in Southeast Asia. In the context of fierce competition on app stores, smart data-driven Mobile App Marketing strategies are the decisive factor for gaming businesses to attract players, optimize retention rates and increase revenue.
As a leading strategic consulting firm, SEFA Media offers 5 strategies to help gaming businesses achieve remarkable growth in 2025.
Overview of the international and Vietnamese game market
Understanding the market landscape is the foundation for building an effective marketing strategy. Globally, the gaming industry is expected to reach $269.06 billion by 2025, growing at a compound annual growth rate (CAGR) of 10.17% from 2025 to 2030, with mobile gaming accounting for more than 40% of total revenue. The popularity of smartphones, 5G networks, and the explosion of esports and streaming platforms such as Twitch and YouTube Gaming are key drivers of growth. The Asia-Pacific region accounts for nearly 50% of global revenue, with emerging markets such as Vietnam and Saudi Arabia growing faster than mature markets such as Japan, which are heavily impacted by economic fluctuations.
In Vietnam, the mobile gaming industry is one of the fastest growing markets in Southeast Asia, with revenue expected to reach US$266.4 million by 2027, growing 7.29% from 2024-2027. With more than 50% of the population under 35 years old and a smartphone penetration rate of 80%, Vietnam is an ideal environment for mobile gaming. 5G network infrastructure and the development of esports, with titles such as Free Fire and League of Legends: Wild Rift, have created a vibrant gaming community. The success of Vietnamese studios such as Amanotes with Tiles Hop: EDM Rush! affirms the potential for international competition. However, businesses need to pay attention to strict licensing regulations and in-app payment restrictions to optimize their revenue strategy.
Mobile App Marketing in the Gaming Industry
Mobile App Marketing is a set of strategies to promote apps, from increasing downloads, improving retention rates to optimizing user lifetime value (LTV). These strategies include app store optimization (ASO), paid advertising, personalized experiences, and community building, often supported by AI and automation to analyze user data and optimize campaign performance. With global mobile game advertising budgets expected to reach $390 billion by 2025 and over 300,000 advertisers competing, implementing data-driven strategies is key to standing out in a saturated market.
In the gaming industry, Mobile App Marketing offers unique benefits through its ability to personalize experiences, increase engagement through channels like streaming and social media, and optimize revenue from monetization models like rewarded ads and in-app purchases. These strategies help gaming businesses build loyal communities and increase organic virality, especially in free-to-play (F2P) titles.
5 Mobile App Marketing Deployment Strategies for Digital Game Businesses
To successfully position themselves in the mobile gaming market in Vietnam and internationally, businesses need to deploy breakthrough marketing strategies that combine advanced technology and deep understanding of player behavior. Below are 5 strategies designed to ensure sustainable growth and superior competitiveness in 2025.
App Store Optimization (ASO)
App Store Optimization (ASO) is a strategic foundation for improving visibility and conversion rates on Google Play and the App Store, especially in a highly competitive market like Vietnam. Businesses need to implement in-depth keyword analysis using tools like Sensor Tower or AppTweak, focusing on keywords with high search volume and low competition such as “free role-playing game” or “strategy game 2025”.
Visual content, including screenshots and short (15-30 second) video trailers, should be designed to highlight unique gameplay moments that convey the core value of the game. At the same time, build in mechanisms to encourage players to leave positive reviews and professionally manage negative feedback to strengthen brand reputation.
Influencer and Streamer Marketing Strategy
Influencer marketing, especially with streamers, is a strategic way to reach niche gaming communities with high credibility. Businesses should partner with micro-influencers (10K-50K followers) on platforms like Twitch, YouTube or TikTok, choosing those whose audiences are similar to the game genre as the business. Video content, such as gameplay or tutorials, should be designed to highlight unique features, create curiosity and drive downloads.
Multi-channel marketing automation
Omnichannel marketing automation is a core strategy for creating seamless experiences across touchpoints like push notifications, emails, and in-game messages, while optimizing personalization based on player behavior data. Platforms like CleverTap or Braze allow businesses to analyze metrics like level attainment, playtime, or purchase behavior to trigger messages at the optimal time, such as an item offer to players who have been inactive for 7 days.
Messages should be personalized based on gameplay, ensuring relevance and increasing engagement. Measuring metrics such as open rates and click-through rates (CTR) will allow for ongoing campaign refinement, ensuring maximum effectiveness.
Applying the innovative Hybrid model
A hybrid monetization model, combining in-app purchases, rewarded ads, and subscriptions, is a key strategy for optimizing revenue in free-to-play (F2P) games. Businesses need to design in-game items, such as skins or speed-ups, that are high-value but do not disrupt the gameplay experience, ensuring a balance between user experience and revenue. Rewarded ads need to be integrated subtly to encourage players to watch ads in exchange for virtual currency or items, increasing engagement without being intrusive. Testing subscription plans for exclusive content, such as ad-free or limited-time items, will attract loyal players and increase lifetime value.
Build community and leverage UGC content
Building communities and leveraging user-generated content (UGC) is a groundbreaking strategy to increase virality and strengthen player loyalty, especially in games with social or competitive elements. Businesses need to set up community groups on platforms like Discord, Zalo or Facebook to create a space for players to discuss strategies, share experiences and build connections.
Hosting in-game events or UGC competitions, such as gameplay videos or fan art, with attractive rewards like exclusive items, will drive engagement and create a natural ripple effect. Integrating in-game achievement sharing features on social media will amplify reach.
SEFA Media – Leading Mobile App Marketing Strategy Consulting Unit
To break through in the promising mobile gaming market, businesses need to deploy big-picture strategies, leveraging cutting-edge technology and data to overcome fierce competition. With growth potential fueled by a young population, 5G infrastructure, and the rise of Esports, 2025 is the time for gaming businesses to position themselves as leaders.
As a leading Marketing Strategy Consulting unit, SEFA Media provides Mobile App Marketing Solutions specifically designed for the Gaming industry, combining in-depth data analysis, creative strategies and SEO optimization to ensure sustainable growth. We are committed to accompanying businesses to not only attract players but also position the brand at the top of the market. Contact SEFA Media now for in-depth advice and start your journey to conquer the mobile gaming market in 2025!
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