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.
Playrix relies on targeted advertising campaigns to acquire new, high-value users. Also, as many game developers do, Playrix relies on a mix of in-app purchases and in-app advertising to monetize its games. Playrix’s success relies on maintaining a healthy balance between the two: acquiring engaged, high-value users worldwide and intelligently monetizing those users in a way that enhances the user experience.
Playrix is constantly on the lookout for ad partners with the best sources of traffic worldwide, especially in China, where its continued success is reliant on its ability to consistently find new, high-value users that will stay engaged long-term. While China has an unmatched population of users, not all have an equal propensity to stay engaged and spend. Playrix needed to understand the characteristics of its best players and identify where they were spending their time.
To do so, Playrix not only needed a reliable acquisition partner with scale in China, but also one that could effectively use data to target the right users, in the right apps, to ensure the maximum return on its ad spend.
Playrix selected Vungle as its top acquisition partner for China to tackle this challenge. Vungle’s ability to optimize targeting based on user LTV data and unmatched scale in China made it the clear choice for Playrix.
Playrix considers user acquisition as an investment, and expects clear returns on that investment in the future. In order to maximize its return on ad spend, Playrix partnered closely with Vungle to:
- Identify active customer segments that were most profitable for Playrix’s Township app.
- Drive scalable high-quality user growth by targeting publishers with users that match its ideal customer profile with LTV Optimization.
- Optimize campaign performance with creative, mobile-specific videos and end cards that maximized conversion.
“Experts from Vungle Creative Labs helped us develop new versions of our creatives, both video and interactive end cards, so that our conversion rates were even better,” said Dan Kulikov, User Acquisition Lead at Playrix.
With Vungle’s large network of publishers in China and its success in targeting high value users, Playrix was able to drive a significant increase in the number of active players and revenue. Of the 30+ acquisition partners Playrix worked with, Vungle delivered the best results for both scale and quality.
Vungle’s optimized video ads generated 36 percent of total install volume in China over a four-month period. Moreover, when looking at the user conversion funnel in the same timeframe, Vungle contributed to 43 percent of total revenue, while Playrix’s second and third best channels contributed to 22.7 percent and 7.8 percent, respectively.
“Vungle is currently among Playrix’s top advertising partners for both install volumes and the quality of the players. In particular, for Township, Vungle’s results in China are the best of all partners,” said Kulikov.
Vungle’s unparalleled scale, strategy, and optimization tools led to a return on ad spend of between 100 and 200 percent across a range of publishers.