Playrix, a developer of mobile free-to-play games such as Township and Fishdom, entertains millions of users per day. Across two hit mobile games, 20+ unique game titles, and a user base that spans the globe, Playrix focuses on delivering engaging, high quality game experiences to each and every player.
As many publishers do, Playrix depends on a mix of in-app purchases and in-app advertising to monetize its games. It also relies on targeted advertising campaigns to acquire new, high-value users. Playrix’s success relies on maintaining a healthy balance between the two: acquiring engaged, high-value users worldwide and intelligently monetizing those users.
China has the largest population of smartphone users in the world, but successfully monetizing the traffic is no easy task. Finding reliable and—more importantly—stable ad partners to help is extremely difficult.
Despite seeing incredibly high traffic in China for its app, Township, the Playrix team knew that it was not fully capitalizing on its popularity among Chinese consumers. For iOS, China already accounted for over 50 percent of its traffic and publishing revenue. And, while Playrix maintained a healthy balance between in-app purchases and advertising, it was plagued by low average eCPMs and frequently missed monetization opportunities due to poor fill rates that hovered at about 55-65 percent.
Playrix needed a partner who could successfully and consistently meet its growing need for high quality video ads.
To tackle this challenge, Playrix selected Vungle as its top monetization partner for China. Vungle’s flexible placements, direct access to advertisers and excellent price for its inventory made it the clear choice for Playrix. The team used Vungle’s industry-leading technology to optimize ad placement and reward users for their time. Playrix organically integrated ads into the in-game task board, which a user can complete to get an in-game cash reward once they reach a certain level.
Taking this approach simultaneously met Playrix’s top goals of effectively monetizing their growing audience in China while also ensuring each player had a great user experience.
After integrating Vungle as its top ad network in China, Playrix immediately started seeing better results, including:
- Improved eCPMs. Vungle delivered an eCPM that was 2-3 times higher than what Playrix’s other ad partners were able to deliver.
- Consistently strong fill rates. Vungle was able to significantly improve fill rates for the Township app from between 55-65 percent to almost 90 percent within six months.
- More revenue. Improved eCPMs paired with strong fill rates led to an impressive 30-40 percent revenue lift in China overall, with 15-20 percent of pure growth coming from iOS.
- Higher eCPMs in China than other developed countries. With Vungle leading the charge, Playrix now sees eCPMs for China that are higher than many other developed countries outside of the traditional tier 1 countries.
Playrix, in close partnership with the Vungle team, was also able to use video as a way to enhance game play. The team regularly optimized campaign performance to ensure it remained consistent and didn’t annoy audiences with the same videos over and over again. As a result, Playrix had very little campaign exhaust after over three months of partnership. Vungle’s LTV and creative optimization on the advertising side contributed to a best-in-class experience for Playrix’s user base.
“With the help of Vungle’s optimization, analytics and demand teams, we’ve managed to find a satisfying compromise for all sides—publisher, ad network and advertiser—which is the key to effective and stable performance. We haven’t been able to achieve such a high level of cooperation with other ad networks we work with.”