Ask game developers their most significant business challenge, and you’ll likely hear two words: “quality users.” Games peak and decline at a rapid rate, so finding users and keeping them is becoming the holy grail of app marketing. Magic Jigsaw Puzzles, a popular puzzle game from Zimad Inc., struck out to capture these elusive users with mobile video advertising. The results illuminate the power of mobile video to positively impact volume, scale, loyalty and overall revenue.
To get the most out of their advertising budget, XIMAD’s marketing team carefully optimizes each campaign. “The more user quality we have, the better our product is,” says Anna Nikolaeva, Zimad’s Marketing Manager.
For each campaign, the Zimad team looks at key indicators of user quality:
- Loyalty – Users who open the app at least three times
- Activation – Users who complete at least one puzzle
- Progress – Users who reach at least the second level
- Retention – User who remain active after 1, 3, 15, 21 and 30 days. To find users who score high on quality, Zimad sought an advertising partner who could deliver high-value users and huge volume through a sustained acquisition campaign.
Zimad ran a campaign in Vungle’s Private Marketplace — putting Magic Jigsaw Puzzles in front of millions of users in the world’s most popular apps.
The campaign creative conveyed the fun, tactile nature of the puzzle-solving game by showing a player completing a puzzle and winning a prize. Vungle Creative Labs found that when an ad includes visuals of a human interacting with the game, click- through rates can increase by more than 30 percent.
The creative also featured text overlays that showcased the game’s best benefits, so users understood the concept even when audio was turned off.
Magic Jigsaw Puzzles boosted volume significantly through the Private Marketplace. In one month, the users acquired through Vungle delivered more revenue than all other ad networks combined – driving 30 percent of total revenue. The campaign also drove 37 percent of total app downloads, including organics, and most critically, ROI for the campaign period was 56 percent higher than the average ad network.
And thanks to the engaging creative and HD video performance, user quality soared, too.
Moving forward, Zimad plans to expand Vungle advertising to other titles.
“We’re hoping our iPad and Android versions of the game, as well as our products like Bubble Birds 4, can join this program,” says Zueva. “We’re always glad to have the opportunity to work with Vungle and develop the partnership.”