Fanatee is a Sao Paulo-based mobile gaming development company.
It was founded with the core belief that games should be played anywhere at any time, and it strives to make high-quality games for the people that love to play them. Fanatee’s biggest hit so far, Stop, has been played in 122 countries around the world. It now features a portfolio of six games that have been downloaded over 25 million times worldwide.
Fanatee had previously invested in building its own mediation stack in order to have complete control over the user experience and revenue growth. Hoping to move away from the traditional ad mediation model, Fanatee began working on a new monetization strategy to transition to the cutting edge practice of in-app ad mediation. It was then that Fanatee turned to Vungle’s Placements-enabled SDK to help with its monetization strategy and to get a closer look at the header bidding environment.
Vungle’s SDK provided Fanatee with two key benefits.
First, it allowed Fanatee to integrate Vungle’s creative capabilities. “Vungle has high-quality creatives, which is something publishers and developers are very aware of,” said Cesar Mufarej, co-founder of Fanatee. “We know how important they are and how they can impact your game – they can create a better experience for your customers. We think Vungle has one of the best creatives on the market.”
In addition, Vungle’s SDK gave Fanatee the ability to chose the best creative templates for each ad placement, thereby improving the user experience.
Second, by adding multiple calls within each placement, Fanatee was able to maximize the CPM yield from each impression. The logic was to create a next level auction that would get Fanatee closer to a true price for each impression. Vungle’s SDK gave Fanatee the option to create multiple placements at different target prices within its waterfall, which allowed it to fill the placement closest to the real price that Vungle’s data science predicted. This method has been proven to increase revenue when compared with a simple, single-placement waterfall.
With Vungle’s Placements technology and a newly built, advanced mediation stack, Fanatee was able to dramatically increase its revenue.
Vungle’s creative controls and auction method, which were enabled through multiple calls, helped Fanatee earn a 40 percent increase in Average Revenue Per Daily Active User (ARPDAU). In addition, Fanatee saw a major uptick in CPMs and was able to glean insight on its overall monetization strategy. “I think it’s very important that developers gain more control over their monetization strategy and create a more competitive environment among partners” said Mufarej. “We were extremely pleased with the results generated by making full use of Placements. Multiple calls, in particular, made a big impact on our overall revenue performance.”
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