Headquartered in Tokyo, DeNA provides a variety of mobile products and services. DeNA is most known for its mobile games which include a number of top-ranked apps. DeNA is also a strategic partner of Nintendo. Like many publishers, DeNA uses a combination of in-app purchases (IAPs) and in-app advertising to monetize its games. Therefore, DeNA’s continued success relies on maintaining a healthy balance between the two: maximizing purchases made by engaged users and supplementing direct IAP-based revenue with ad monetization, especially in casual games such as Nyan Puzzle and Pazuoku.
DeNA primarily monetized its applications through IAPs, but research revealed inconsistent IAP earnings across its titles. DeNA was seeing far fewer users purchase items in its casual games compared to its hardcore games. DeNA was looking for a better solution to monetize its apps while retaining its loyal user base and increasing the number of IAPs across all of its games. DeNA’s priority was protecting its user’s experience while driving revenue. This was especially true for their match-three puzzle games which had good number of stable users and offered an opportunity to improve overall profitability.
To tackle this challenge, DeNA chose Vungle as its exclusive monetization partner for in-app video advertising. Vungle’s high quality video creative, global support and strategic guidance on ad placements made it the clear choice for DeNA.
DeNA started their relationship with Vungle by testing two popular match-three puzzle titles: Nyan Puzzle and Pazuoku. The DeNA and Vungle teams worked closely developing placements and a strategy to seamlessly integrate rewarded video into their application in a way that enhanced the overall user experience. For example, to promote continued engagement, the DeNA team offered its users three additional turns for watching video ads.
After a few short months working with Vungle, DeNA was able to:
- Drive constant ad monetization. Vungle delivered stable profits with high fill rates to both apps by maintaining strong eCPM through hands-on account management and optimization.
- Reduce operational costs. DeNA was able to monetize its apps with video ads on top of IAPs without spending a lot of time on maintenance. Vungle’s technology enabled automated revenue optimization, and Vungle’s in-depth revenue analysis helped DeNA track the status.
- Drive profitability and maximize eCPMs. Vungle enables its advertisers to track not only app installs but also get a clear picture of their return on ad spend (ROAS). Vungle optimizes for ROAS by carefully selecting the ideal publishers for our advertising partners by measuring and tracking an acquired user’s lifetime value (LTV). DeNA greatly benefited from this analysis, having an extremely engaged and high-value user base. As such, DeNA was able to boost its eCPM and maximize its ad revenue simply by being connected to the right demand sources.
Overall, DeNA has seen greater success with stable monetization and increased profitability without taxing its team. By utilizing Vungle’s high quality video creative, dedicated support, and strategic guidance, DeNA is experiencing monetary growth while its users remain satisfied and engaged.