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[Excellent Case] Return on Investment Cycle Reduced by 10%! Daily Installation Volume Reaches Over 5000!
时钟-netmavel
2024-10-22

"Ball Sort - Color Puzzle Game”

As the flagship product of a leading Vietnamese casual game developer, its path to growth is definitely not easy.One such example is our focus today, "Ball Sort - Color Puzzle Game" (hereinafter referred to as Ball Sort).

 

How can Ball Sort stay ahead in the crowded and fierce casual puzzle game race and avoid the traps of homogeneous competition? Below is a cooperation case where NetMarvel helped Ball Sort go international, which provides a replicable marketing reference and strategies for user growth and monetization for distributors.

 

I. Impasse and Challenges

Ball Sort is a long-standing popular game under a leading Vietnamese casual game developer. It is a top product in the casual puzzle game genre, and its gameplay is well-established, accumulating a certain user base in the market.

However, the problem of homogeneity, plagiarism, and counterfeiting in the casual puzzle game race has become increasingly severe, intensifying the bottleneck problem in acquiring Ball Sort users. Currently, Ball Sort is seeking new strategies for efficient acquisition of high-value users.

As a long-term partner of NetMarvel, Ball Sort has great trust in the performance of NetMarvel's programmatic advertising platform. Therefore, they turned to NetMarvel, hoping to effectively solve the problem of limited user growth. The following is the solution provided by NetMarvel.

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II. Solution

1. Stepping away from homogeneous major media channels and exploring suitable traffic sources from in-house products to attract differentiated users

In response to the abundance of counterfeit competitors, Ball Sort needs to step away from major homogeneous media channels and explore suitable niche media channels from their in-house products to ensure the acquisition of high-quality Ball Sort users and achieve the ROAS goal.

NetMarvel's in-house IN-App traffic resources cover multiple mobile app categories, including casual games, tools, money making apps, and entertainment apps, etc. They can easily provide over 1 billion monthly active users to Ball Sort for on-demand advertising, thereby ensuring that the ads reach the high-quality target audience first with 100% real users.

By leveraging algorithmic learning advantages, NetMarvel can optimize for multiple goals to meet the diversified advertising needs of Ball Sort, enabling more efficient advertising campaigns to attract more high-quality users and achieve differentiation.

 

2. Continuously optimize advertising materials to increase ECPM

After selecting the channels, the key aspect for a successful advertising campaign is the creative materials. NetMarvel's expert team believes that conducting CPI tests and diversifying materials are crucial when advertising for casual games.

If the materials are not performing well, they should be changed immediately instead of persisting with ineffective ones. It is better to introduce new materials on a weekly basis. By reviewing the user data and deeply understanding the characteristics of Ball Sort, the experts at NetMarvel provided multiple creative directions and templates that easily allow Ball Sort to create playable materials that match the user's aesthetic and acceptance.

Utilizing the DSP platform, as well as first-hand data and environmental data from their IN-APP resources, NetMarvel can accurately analyze user profiles to tailor highly relevant advertisement content for Ball Sort. This ensures that Ball Sort's ads reach the target users accurately at the best prices, increases the click-through rate of ads, and ultimately improves the game's ad revenue, speeding up the return on investment cycle for international marketing.

 

3. Gradually expand coverage to regions such as Japan, South Korea, and Southeast Asia after stable testing in Europe and America

We always encourage advertisers to actively expand their market coverage, but in reality, it is a gradual and reliable process that needs to be carried out in phases and in different regions. After stable testing in Europe and America, the coverage should slowly expand to regions like Japan, South Korea, and Southeast Asia.

Based on a deep analysis of Ball Sort, NetMarvel formulated a phased and regional testing strategy. The initial promotion of the product started in Europe and America, and with the analysis of feedback data from installs, it allowed for the development of the most valuable advertising strategies. Then, it will gradually expand to regions like Japan, South Korea, and Southeast Asia.

 

III. Results

Through a series of strategic deployments and full-funnel marketing services provided by NetMarvel, their collaboration empowered Ball Sort with machine learning technology to continuously optimize acquisition data and advertising effectiveness. This eventually helped Ball Sort achieve daily install volume of over 5000, reducing the return on investment cycle by 10%, and increasing long-term retention rates by 20%, resulting in a doubling growth compared to before.

NetMarvel has accumulated nine years of strength and has efficiently achieved client acquisition goals for over 100,000 global applications since its launch. They are committed to empowering enterprises of all sizes to achieve revenue growth through programmatic advertising platforms and integrated marketing services, assisting global advertisers to quickly acquire customers on a large scale, and providing advertising monetization and user growth services for global mobile developers through machine learning models to maximize user lifetime value and generate higher profits.