ABOUT THE COMPANY & CHALLENGE

Appxem initiated a partnership with an internal development team deeply passionate about old-school strategy and RPG games. This alignment proved ideal for the Dragon Champions app, known for its mobile free-to-play turn-based narrative-driven fantasy RPG gameplay.

Experts from the Appxem team collaborated closely with developers, devising a strategic plan and recommending valuable SDKs to optimize the game's performance. Together, they embarked on preparations for a soft-launch.

The soft-launch phase commenced and was intended to extend for an additional period before a global release. However, upon reviewing the KPIs for the following month, the decision was made not to delay any further, prompting the game's worldwide publication.

EXECUTION STRATEGY

Consistent delivery of top-tier content stands as an absolute cornerstone for success in today's competitive landscape. That's why, within a mere quarter, Dragon Champions has proudly unveiled two sensational seasonal events, boasting exclusive, meticulously crafted content designed to captivate and engage players. From the spine-chilling thrills of our Halloween extravaganza to the glittering allure of our New Year's spectacle, each bespoke update has dazzled audiences and garnered the coveted spotlight on both the App Store and Google Play, earning the prestigious badge of being featured.

Two weeks post-launch, Dragon Champions attained its inaugural featured status on Google Play globally, appearing in the "New & Updated" section. This prominent recognition led to over 50,000 installs! By October's conclusion, the game secured featured status on the App Store within the Russian and USA markets, highlighted in the "Updated and Enhanced Games" category.

In addition to seasonal activities, developers consistently introduced fresh characters, game modes, and campaigns.

Marketing Strategy

User Acquisition

First Month Spent:

The game quality of Dragon Champions garnered positive feedback from players, with expenditures exceeding $1,000,000.

Target Audeience:

The gamers of Dragon Champions hail from various corners of the globe, though the primary fan base is in the US, accounting for 26% of the total audience.

During a particular timeframe, Appxem saw 62% of its revenue generated by a select group of players. Notable paying user bases were identified in Canada, the United Kingdom, Germany, Russia, and France.

Our creative team consistently produced 50 creatives per week, starting from a specific point in time. Through extensive analysis of various advertising components, we identified highly effective designs, resulting in exceptional outcomes. It was often surprising to observe the significant player response to certain creatives.

The exploration and assessment of numerous advertising elements proved pivotal in our strategy, leading to remarkable achievements. Remarkably, the creatives that garnered the most positive player reactions frequently caught us off guard.

Metrics

For optimal user acquisition, we gather all user behavioral information and predict the revenue and lifetime of each player for the upcoming 180 days based on their initial gameplay sessions.

This approach enables us to assess advertisement performance almost instantly upon launch, facilitating swift optimization of our channels, campaigns, and creatives.

To achieve this, we've automated the forecasting procedure, ensuring that all reports with predictions refresh automatically on an hourly basis within our business intelligence system.