About the client

‍

Lihuhu Games is a global mobile games’ publisher, responsible for popular casual and puzzle games, which attract millions of people worldwide every day. Based in Singapore, the company has released more than 30 successful games. 

‍

The challenge

‍

Lihuhu partnered with Mapendo in order to scale the user base of their mobile games with high-quality new users, starting with Hole Em All: Collect Master. Their goal was to get a steady daily volume of new iOS users, while optimizing the user acquisition campaigns towards ROAS D-14. In addition, the Lihuhu team expected such ROAS-driven user growth across multiple GEOs such as US, CA, GB, FR & JP.

‍

The solution

‍

Mapendo initially launched user acquisition campaigns in the US, in order to leverage their experience and data with similar titles. By running CPI campaigns, Mapendo could scale the number of new users quickly. However at the beginning the main focus was on the optimization towards ROAS Day-14 rather than their own margins. 

‍

For every impression, click and app install our machine learning software creates a matrix containing millions of data points. After delivering a significant volume of installs, we started pushing the buying system towards contextual pockets (pockets computed by our machine learning technology using only contextual data) that have a better reward (in terms of machine learning, a reward is a measure of the expected result, in this case the D-14 ROAS). 

‍

‍

We concentrated the spend on the best performing pockets (around 25% of the pockets that generated install activity), boosting both the number of installs and the one of in-app

purchases. By doing so we managed to target and acquire the users who were more likely to spend money in-app and to become the high-LTV players our client wanted for their app.

‍

In addition, the team at Lihuhu was extremely helpful and collaborative, by providing Mapendo with regular feedback and reports about ROAS from their internal BI, allowing Mapendo to fine-tune the optimization process and meet their goals. 

‍

The results  

‍

By adding multiple GEOS, such as GB, CA, FR & JP, Mapendo increased the daily spend, while always optimizing the performance towards ROAS Day-14. With its global inventory and advanced A.I.-driven platform, Mapendo delivered the following results:

‍

• +40% installs growth
• +80% in-app revenue
• ROAS >100%

‍

Mapendo remains fully committed to improve the partnership with Lihuhu, by increasing both spend and ROAS, expanding the campaign to new GEOs and promoting new titles. 

‍