Global consumer spending on apps reached a record high last year, and Vietnam and Pakistan have emerged as leading app markets in the Asia-Pacific (APAC) region. Both countries have shown remarkable growth, with app downloads increasing by over 30% annually from 2018 to 2023. During the same period, app revenues in Vietnam grew more than fourfold, and in Pakistan, they more than doubled.
This impressive growth can be attributed to both countries’ a strong tech talent pool and a thriving startup culture. Additionally, app developers in Vietnam and Pakistan have been using three key strategies to drive innovation, enhance monetization, and boost customer loyalty and growth.
Key Highlights:
Remarkable Growth in Vietnam and Pakistan
- App Downloads: Increased by over 30% annually from 2018 to 2023.
- App Revenues: Vietnam’s app revenues grew more than fourfold, while Pakistan’s more than doubled during the same period.
Strategies for Success
1. Innovate Beyond Trends:
- Amanotes: Created the cat-themed music game “Duet Cats,” combining music and pet themes, leading to over 50 million downloads.
- Vyro: Developed “ImagineArt,” an AI-powered image generation and editing app, achieving over 20 million downloads.
2. Prioritize User Experience in Monetization:
- ZnK Games: Enhanced player experience in the “Scary Teacher” game, balancing ads and in-app purchases to maximize retention and lifetime value.
- ABI: Used A/B testing for the “Wood Nuts and Bolts” puzzle game to optimize monetization while maintaining user experience, contributing up to 30% of the app’s revenue.
3. Enhance Marketing with AI:
- iKame: Utilized AI for localized ads, leading to a 30% increase in click-through rates and a 3.7% increase in installs.
- Game District: Leveraged AI tools to optimize user acquisition and audience analysis, resulting in a 177% increase in ROAS efficiency and a 58% rise in earnings.
1. Innovate Beyond Trends
Successful app developers in Vietnam and Pakistan don’t just follow trends; they evolve them. They create enhanced apps that capture users’ attention identifying emerging trends and adding unique, creative elements. This approach is similar to remixing a popular song, where adding a fresh twist makes it more appealing.
Amanotes: Combining Music and Pet Games
Vietnam’s leading music game developer, Amanotes, noticed the rising popularity of pet-themed games. They merged this trend with their expertise in music games to create “Duet Cats,” a cat-themed music game that quickly became a hit, topping the U.S. Google Play Store charts and achieving over 50 million downloads.
Vyro: Integrating AI with Image Editing
In Pakistan, Vyro saw the potential of generative AI and developed “ImagineArt,” an app that uses AI to generate images and edit photos. This app has surpassed 20 million downloads, and Vyro continues to innovate by integrating AI with other image-related features.
2. Prioritize User Experience in Monetization
A user-first approach to monetization has proven effective in both markets. The revenue growth increased by delivering a high-quality user experience to improve retention. This strategy has significantly increased app engagement and revenues, with Vietnam’s app revenue growing from $59 million in 2018 to $251 million in 2023.
ZnK Games: Enhancing Player Experience
ZnK Games, a Pakistani company, prioritized user engagement for its game “Scary Teacher.” They built a strong global following by creating memorable characters and engaging gameplay. They used data-driven methods to balance ads and in-app purchases when monetizing, maximizing retention and lifetime value.
ABI: Using A/B Testing for Monetization
Vietnamese developer ABI used A/B testing to optimize monetization for their puzzle game “Wood Nuts and Bolts.” By determining the best ad frequency and crafting appealing in-app purchase offers, ABI generated a new revenue stream, contributing up to 30% of the app’s total revenue.
3. Enhance Marketing with AI
Many developers are leveraging AI-powered marketing solutions to achieve unprecedented success. By using AI to analyze data, create targeted ads, and deliver content more effectively, these companies are expanding their reach and boosting engagement.
iKame: Localizing Ads and Enhancing Lifetime Value
Vietnamese developer iKame used Google’s AI-powered Text Ads Generator to create localized ads in various languages, resulting in a 30% increase in click-through rates and a 3.7% increase in installs. They also used AI to improve lifetime value modeling, gaining insights that led to significant growth.
Game District: Optimizing User Acquisition with AI
Game District, a Pakistani game development company. They have utilized AI-powered tools like Target ROAS bidding and Firebase to optimize user acquisition and enhance audience analysis. Google Analytics 4 helps them understand customer interactions. This led to a 177% increase in ROAS efficiency and a 58% rise in earnings.
Conclusion
By incorporating these three strategies—innovating beyond trends, prioritizing user experience, and leveraging AI for marketing—app developers in Vietnam and Pakistan are setting new benchmarks in the global app market. These approaches can help any app developer looking to scale their app globally and achieve similar success.
Contributors: Pooja Gidwani, Product Marketing Manager; Claire Le, Principal Account Manager; Saad Hamid, App Growth Manager; Mike Koh, Principal Analytical Consultant
