How to Launch Winning Gambling Ad Campaigns In Vietnam

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Are you looking to run gambling ads in Vietnam? Understanding the regulatory landscape and consumer behavior is key to achieving your goals.

This guide will explore the essential steps to help you navigate the market and create effective advertising campaigns.

Let’s dive in.

The Vietnam Online Gambling Market

Online gambling in Vietnam is currently illegal for Vietnamese citizens. The government has strict laws in place that prohibit most forms of gambling, including online gambling. Vietnamese citizens are not allowed to access online casinos or participate in online gambling activities within the country. However, despite these legal restrictions, some Vietnamese players still find ways to access online casinos that accept players from Vietnam.

Gambling Laws in Vietnam

Gambling has been illegal in Vietnam for centuries, and the practice is taken very seriously by the government. Vietnamese citizens are not allowed to gamble, except for the state-run lottery, which is hugely popular nationwide. Those caught operating illicit gambling dens or online casinos can face prison sentences of up to two years, and even longer if there are connections to loan sharks or organized crime.

The Black Market and Legal Gambling in Vietnam

While online gambling is illegal for Vietnamese citizens, there is a thriving black market gambling sector in the country, estimated to be worth billions of dollars. In 2017, Vietnam legalized local games of chance and opened eight casinos for foreign passport holders. As part of a three-year experiment, locals can enter these casinos if they can show a monthly income exceeding 10 million dong (US$449) and pay a 1 million dong entry tax.

Accessing Online Gambling Sites in Vietnam

Vietnamese citizens who wish to engage in online gambling often rely on technology to access foreign-based gambling sites. There are hundreds of online gambling sites available to Vietnamese players, offering a variety of options such as sports betting, casino games, and more. However, players need to choose reputable and trustworthy online casinos to ensure a safe and fair gaming experience.

The Online Gambling and Gaming Audience in Vietnam

Gambling Audience in Vietnam
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The iGaming audience in Vietnam is a promising but complex market with large growth potential.

Here’s a closer look:

Market Potential

  • Tech-Savvy Youth: Vietnam boasts a young population with high smartphone penetration, creating a fertile ground for mobile-based iGaming.
  • Gaming Enthusiasm: The Vietnamese gaming scene is thriving, with a large portion of the population (over 60% aged 18-30) actively playing games.
  • Growing Interest: Studies suggest a rising interest in online casino games, despite legal restrictions.

Challenges and Considerations

  • Legal Ambiguity: Online gambling is technically illegal for Vietnamese citizens, though the government tolerates the state lottery and foreign-only casinos. This creates uncertainty for players and potential operators.
  • Focus on Mobile: Mobile games dominate the Vietnamese market, so iGaming platforms need to be optimized for mobile devices.
  • Localization: Vietnamese players likely prefer interfaces and customer support in Vietnamese (Tiếng Việt) for a smooth experience.
  • Payment Methods: Restrictions on online transactions might require creative solutions for deposits and withdrawals in a future legal iGaming market.


The Vietnamese iGaming audience is a young, mobile-focused demographic with a growing interest in online casino games. However, legal restrictions and a preference for mobile gaming present challenges that iGaming operators need to address.

How to Run a Winning Gambling Ad Campaign In Vietnam

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To run an iGaming ad campaign in Vietnam, there are several steps you can follow to maximize your results.

Here are some key considerations:

Partner with local advertising companies: Foreign advertising firms are generally not permitted to directly sign contracts with local media agencies in Vietnam. Instead, they must partner with local advertising companies to implement ad campaigns in newspapers or TV commercials if you’re looking to take the offline route.

Utilize native adsNative ads can be an effective way to reach your target audience in Vietnam. Native ads blend in with the content of the platform they are displayed on, making them less intrusive and more engaging. Consider utilizing native ads for your iGaming campaign.

Choose the right advertising platforms: The most used platforms by internet users in Vietnam are Facebook, Zalo, TikTok, Instagram, and Twitter. Adjust your digital campaigns to these social media platforms to reach a wider audience.

Consider influencer marketing: Influencer marketing is hot and trending in Vietnam. Collaborating with influencers can help create more authentic and humanized campaigns. Many brands have seen success by partnering with influencers in Vietnam.

Optimize your ad formats: Consider using ad formats that are well-suited for the iGaming vertical. For example, the Survey Exit format can provide a boost to your campaign by targeting a relevant audience warmed up by a survey on an iGaming, Finance, or Social topic.

Monitor and optimize your campaigns: Continuously monitor the performance of your campaigns and make adjustments as needed. Increasing your ad spend budget and making small changes can help drive greater overall numbers. It’s important to track key metrics and make data-driven decisions to optimize your campaigns.

Remember, these steps are general guidelines and may vary depending on your specific goals and target audience. It’s always a good idea to consult with iGaming marketing experts or advertising agencies in Vietnam for more tailored advice and insights.

Top Traffic Sources for Gambling Ads in Vietnam

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When it comes to choosing traffic sources for gambling ads in Vietnam, it’s important to consider the specific regulations and restrictions in the country.

Here are some top traffic sources to consider:

  1. Domain Traffic: Domain traffic refers to traffic generated from websites with relevant domain names. It can be a good source for gambling ads in Vietnam.
  2. Push Notification Traffic: Push notification traffic involves sending notifications to users’ devices. This can be an effective way to reach potential customers for gambling ads in Vietnam.
  3. Pop-up Traffic: Pop-up traffic involves displaying ads in pop-up windows. While it may not be the most popular choice, it can still be a viable option for gambling ads in Vietnam.

It’s worth noting that advertising regulations for gambling can be dynamic, so it’s important to stay updated on the latest guidelines and policies. Additionally, it’s crucial to choose traffic sources that accept both the offer and the targeted countries.

Please keep in mind that gambling in Vietnam is illegal outside of a few designated venues, and online gambling and its advertising are prohibited.

Therefore, it’s essential to comply with the local laws and regulations when running gambling ads in Vietnam.

Things to Consider When Launching Gambling Ads In Vietnam

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Vietnam’s booming digital landscape presents a tempting target for iGaming advertisers. But before you dive in, it’s crucial to understand the legal environment and craft a compliant and successful campaign.

Here’s your roadmap to launching effective iGaming ads in Vietnam:

Understanding the Regulations

While Vietnam doesn’t have a legal framework for online casinos, all forms of gambling are under strict government control. This means iGaming ads walk a tightrope.

Crafting Your Message

With a clear understanding of what you can advertise, tailor your message to resonate with the Vietnamese audience.

Here are some key considerations:

  • Culturally sensitive approach: Avoid imagery or messaging that could be perceived as gambling-centric. Focus on the entertainment and social aspects of the iGaming experience.
  • Mobile-first strategy: The majority of Vietnamese internet users access the web through their phones. Ensure your ads are optimized for mobile viewing.
  • Leverage local influencers: Partnering with Vietnamese influencers familiar with the gaming landscape can boost your campaign’s credibility and reach.

Choosing the Right Channels

  • Social media: Platforms like Facebook and YouTube offer extensive targeting options to reach your ideal audience. Be mindful of platform-specific advertising policies regarding gambling content.
  • Native advertising: Integrate your message seamlessly into Vietnamese gaming websites or apps frequented by your target demographic.
  • Search Engine Marketing (SEM): Target relevant keywords to ensure your ad appears when users search for related services.


The Vietnamese iGaming advertising landscape is evolving. Staying updated on legal developments and best practices is essential for a successful campaign. By prioritizing responsible advertising and cultural sensitivity, you can navigate the game and reach your target audience in Vietnam.

I hope this information helps you in running an iGaming ad campaign in Vietnam! Let me know if you need any help with running a gambling campaign in Vietnam by getting in touch here.

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