A China-based game developer specialised in action strategy mobile games aimed at increasing its global presence. 250M+ users have already downloaded their games in 150 countries. Their games are free to download and monetize through in-app purchases to progress across levels.
The Client aimed at ramping up installs in highly competitive geos, but struggled at creating a valuable user base and meeting its volume goals. Penetrating and growing in several T1 geos while maintaining control on ROAS had proven a challenge for its current partners.
The targets for Mapendo were clear:
- Increase ROAS
- Enter new strategic markets
- Create a solid fanbase (their key metric of in-app engagement was the number of users reaching level 15)
Together with the client we developed a campaign strategy on 3 points:
- Geo-strategy: Mapendo’s AI is able to capture data from different T1 geos and provide synergy with the data obtained, thereby growing numbers across all countries;
- Video & playable ads integration: videos and playable ads work best for the gaming vertical. We integrated the client’s ads and effectively placed them on key RTB exchanges, to target ideal audiences and high-quality users.
- Full transparency: the client integrated its revenue data online with us, so we could review the campaign profitability and let our algorithm learn from this information. This allowed us to optimize the app install campaigns in order to increase ROAS.
We delivered increased installs 10x over 4 months, which led Mapendo to be in the top 3 partners for the dev studio. The 30-day ROAS has been positive after the first month of the app install campaign: we increased the ROAS by 107% over 3 months
In a 6-month review of the collaboration, the Client shared that referrals from engaged users (those reaching level 15) we provided onboarded friends, who yielded an additional 54% increase in ROAS.
The Client has increased its ad spend by 20% month-on-month.
Mapendo is a tech platform for app user acquisition. We are a fully managed DSP, which runs machine learning powered CPI/CPA app campaigns. We help mobile apps acquire high-quality users at scale with programmatic traffic. Our ads reach 300 million people in the US every day and generated 1 million conversions for our clients in the last quarter.