ABOUT THE COMPANY & CHALLENGE

Studio F-game, the developer behind the mobile game “Off-Road Travel: Road to Hill,” has been independently releasing their games for years. While profitable, their earnings weren't sufficient for scaling user acquisition to thousands of USD per month. Recognizing the need for growth, the studio lead approached experts from Appxem for assistance. After conducting research, they extended an offer to Ivan to publish his game with them.

After thorough research, we identified the challenges to be scalability of the app. While the game was profitable, it wasn't generating enough revenue to scale user acquisition efforts effectively.

EXECUTION STRATEGY

We strategized to focus on the factors which could make the app a great success and scalable.

• 1. Retention and Engagement: Improving behavioral metrics such as retention rate and session length to keep players engaged for longer periods.
• 2. Ad Monetization Optimization: Enhancing ad monetization strategies to increase ad revenue without compromising user experience.
• 3. In-App Purchases Enhancement: Maximizing revenue from in-app purchases by offering compelling and enticing options to players.
• 4. Overall User Growth: Ensuring that improvements made in various aspects of the game lead to sustained growth in the user base.

Boosting Ad-Monetization

There are two avenues for enhancing ad monetization: increasing revenue per ad and incentivizing users to watch more ads. Appxem enhanced both aspects.

Improving eCPM Dynamics

Appxem conducted two rounds of mediation testing in this product, both resulting in boosted LTV. To enhance eCPM, the publishing team devised a waterfall structure with eCPM floors, and we commenced daily A/B testing of various placements and networks.

Improving Ad-Placements

The Appxem team conducted an analysis of various ad placements, eliminating ineffective ones while introducing more engaging options for players. These new placements now account for 20% of all ad views as of October 2019. Additionally, experts recommended modifying the user experience (UX) of certain ad placements.

Appxem adjusted the volume and frequency of interstitial advertisements based on player engagement and retention within the game.

In-app purchases

1. Rebalanced initial game levels, reducing income and introducing the need for in-app purchases.
2. Introduced offers which now contribute 30% of revenue and 45% of in-app purchases.
3. Revamped starter packs and introduced offers with exclusive content.

1. Conducted A-B tests on pricing strategies and timing.
2. Tested offers with varying content resulting in a 50% increase in conversion rates.
3. Experimented with different designs, enhancing aesthetics without affecting effectiveness.

Marketing Strategy

User Acquisition

1. Top-performing GEOs: USA, France, Germany, UK, Canada, Austria, Czech Republic.
2. 1,500,000 installs acquired by Appxem.

3. Main sources: Facebook, Google UAC, Snapchat.

4. Tested more than 150 creatives for advertising.

App Store Optimization

1. Conducted numerous store listing tests, evaluating 30 icons.

2. Found the initial icon to be the most effective.

3. Implemented monthly keyword optimization procedures.

4. Updated the review request algorithm for the Appxem store.