IDLE SPACE FARMER CASE STUDY



$1,600,000 Additional Revenue Increased Ad Spend by 5X Achieved 1,700,000+ players
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ABOUT THE COMPANY & CHALLENGE

Idle Space Farmer is an Idle Tycoon game featuring an anime-inspired art style, challenging players to construct monster farms across diverse planets and gather adorable characters to establish their Space Empire.

Originally released in November 2019, Anxious Otter independently marketed the game until they partnered with Appxem. Facing difficulties in scaling up game volumes, the developers opted to undergo testing with our team.

The primary challenge revolved around augmenting app revenue and amplifying monthly user acquisition rates. The task entailed implementing scalable strategies leveraging advanced technological solutions to optimize monetization channels and enhance user acquisition campaigns.

EXECUTION STRATEGY

When we started cooperation, we outlined a three-pronged plan of action for how Appxem can help:

  • 1. Increase revenue from users, both ad and in-app
  • 2. Increase retention
  • 3. Optimize user acquisition and creative

Product Strategy


Implemented strategies for enhancing game behavioral and monetization key performance indicators (KPIs) include:


  • 1. Introduction of Weekend Limited Time Events (LTEs), resulting in an increase in Average Revenue Per Daily Active User (ARPDAU). Implementing LTEs is a standard method for improving product metrics and profitability.

  • a. Weekend LTEs led to a 50% rise in in-app purchases (iAPs) during events, comprising one-third of all iAPs on event days.
  • b. Regular iAPs also saw an increase alongside event-driven ones.
  • c. Return on investment (ROI) for users registered on event days saw a significant uplift of 1.5-2 times.


  • 2. Launch of Midweek LTEs, further refining the LTE concept to focus on player activity and engagement.

    • a. Retention on Day 1 increased by 6%.
    • b. Ad views increased from 13 to 15 on the third day.
    • c. Conversion rates to payments surged from 0.8% to 1.1% on the first day.
      • Implementation of advertising segmentation to optimize ad revenue. Increased Cost Per Mille (CPM) rates by 10-15%. Eliminated the most irritating ads, enhancing user experience and engagement.When we started cooperation, we outlined a three-pronged plan of action for how Appxem can help:




Marketing Strategy


Our objective was to explore innovative strategies aimed at reducing the Cost Per Install (CPI) while attracting more relevant users. In general, the approach to creative development for the game followed this outline:



We directed our attention towards acquiring active users through UA efforts, primarily concentrating on optimizing in-app purchases (iAP) for Purchase Value and minimum Return on Advertising Spend (minROAS). Concurrently, we maintained our traffic acquisition efforts by optimizing cost per acquisition (CPA) for relevant events such as RV.


RESULTS

The aforementioned efforts in optimizing products and marketing have resulted in significant outcomes:


  • 1. Achieved 1,700,000+ players.
  • 2. $1,600,000 Additional Revenue.
  • 3. Increased Ad Spend by 5X.


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