Tara Meyer
Eylül 3, 2026
Looking at App Store and Google Play revenue alone can paint an incomplete picture of one of the world’s fastest-growing mobile gaming markets.
When evaluating a new market, most mobile game publishers start with familiar metrics. You ask the standard questions that look like:
How many downloads are there?
What’s the average revenue per user?
How much revenue comes through the App Store and Google Play?
Although these numbers are very valuable, they don’t always tell the full story. Vietnam is probably the best example of that. Despite being one of the world’s largest producers of mobile games, the country’s domestic market often appears smaller than expected when viewed through traditional app store data alone.
During a recent episode of Tenjin ROI 101, Maxon Pugovsky, Growth & Partnerships Lead at Point2Web, explained why developers need a broader perspective when evaluating Vietnam’s gaming ecosystem.
App Store Data is Only Part of the Picture
Many developers rely on market intelligence platforms to understand where opportunities exist. While these tools provide valuable insights, they primarily measure activity that takes place within official app stores. In Vietnam, however, player spending often follows a different path.
As Maxon explained during the podcast, a significant share of purchases happens through direct-to-consumer (D2C) channels and web shops rather than through traditional app store billing.
For international publishers, this means that app store revenue may significantly underestimate the size of the market. It’s an important reminder that no single data source captures every aspect of player behavior.
Why D2C Has Become So Important
The growth of D2C payments in Vietnam isn’t accidental.
Over time, local publishers and developers have built payment ecosystems that better reflect how players prefer to transact. These include local payment providers, web shops, and other direct purchasing channels that offer greater flexibility than standard in-app purchases.
As a result, many players have become comfortable purchasing outside traditional app stores. For developers, these channels can also create opportunities to build stronger relationships with players, offer targeted promotions, and reduce reliance on platform fees.
It’s part of a broader trend that extends beyond Vietnam, with many publishers around the world exploring D2C strategies as part of their long-term monetization plans.
Local Partnerships Make a Difference
Understanding Vietnam’s payment landscape also means understanding its publishing ecosystem.
During the conversation, Maxon explained that local publishers often play an important role in helping international developers navigate licensing requirements, payment systems, customer support, and marketing.
Rather than treating publishing as a simple distribution agreement, many successful studios view local partners as an extension of their team.
For companies entering Vietnam for the first time, that local expertise can reduce complexity and help games reach players more effectively.
Looking Beyond Revenue Dashboards
One of the broader themes of the discussion was the importance of context. Downloads, revenue, and retention metrics are all essential, but they only become meaningful when paired with an understanding of local market dynamics.
Vietnam’s gaming ecosystem has developed differently from many Western markets.
Founder-led studios, alternative payment channels, and a rapidly evolving publishing landscape all contribute to an ecosystem that doesn’t always fit neatly into standard reporting tools.
That doesn’t make the data less useful. It simply means the numbers should be interpreted alongside local knowledge.
Vietnam’s Market is Still Evolving
Vietnam’s mobile gaming industry continues to mature. Studios are building more sophisticated games, expanding internationally, and attracting greater investment. At the same time, the domestic market is becoming increasingly important as developers explore new ways to engage and monetize local players.
For publishers and growth teams, the lesson is straightforward. Understanding a market requires more than looking at a dashboard.
It requires understanding how players discover games, how they choose to pay, and how local business practices shape the overall ecosystem.
Those insights don’t replace data. They provide the context that makes the data more valuable.
Key Takeaways
- App store revenue is an important metric, but it doesn’t capture every transaction in Vietnam’s gaming market.
- D2C payments and web shops play a significant role in how many Vietnamese players purchase digital content.
- Local publishing partners can help developers navigate licensing, payments, and distribution.
- Combining quantitative data with local market knowledge leads to better business decisions.
