Home Critical engine Indian mobile game publisher Games2win increases ARPU by 40% with unbiased and accurate attribution.

Indian mobile game publisher Games2win increases ARPU by 40% with unbiased and accurate attribution.

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Games2win is a leading casual mobile game publisher based in India. Their games have been downloaded over 475 million times and are played by over 15 million monthly active players. Games2win is the publisher of global hit titles in Dress Up, Car Driving, and Interactive Story game genres like Driving Academy, Decisions, International Fashion Stylist, and more.

As a data-driven company, it was essential for Games2win to have consistent and accurate data to pave the way for better engagement and monetization. While India is among the top download markets in the world, it lags behind in games monetization compared to countries like US, UK, France, Germany, China and Japan. As a result, their strategy had been to focus on creating the best possible free product that could scale organically.

However, in 2019 they were ready to start developing their user acquisition (UA) model. It quickly became apparent that they needed a strong attribution partner to provide the accurate data that is essential to make

“If you’re serious about building a user acquisition engine, you need an MMP/attribution provider. Trying to do attribution on your own isn’t going to help because a lot of time is wasted building systems to be able to scan through gaps, filter out fraudulent installs, etc. This becomes extremely expensive. Tejas Shah, Manager – Revenue and Distribution

Having just started with UA, Games2win weren’t sure what metrics they should be looking at. The Adjust team spent time helping them understand what metrics are available, how to set up dashboards, and what metrics might be beneficial as country KPIsAs average revenue per user (ARPU), back to ad expenses (ROAS)and click to install time (CTIT).

With ROAS as the chosen KPI, Games2win’s MIS and Analytics teams created internal dashboards and reports to help their Product, Monetization and UA teams make data-driven decisions. Cohort-level data and campaign spend data have been widely used to understand cost per install, lifetime value (LTV), retention, and more. They were also empowered to explore granular performance and creative impact by platform.

“Without an MMP, it would have been difficult for us to identify the revenue generated by our UA campaigns and whether or not they were profitable. Understanding our ROAS is critical for us and Adjust makes it very easy.”

Ultimately, Adjust provided Games2win with a single location to monitor their spend, eliminating the need to visit multiple partner platforms and sift through misaligned data points.

Using data from Adjust to Back Campaigns, Games2win was able to:

  • Increase AU spend by 200% year over year
  • Automate raw data exports
  • Get deeper analysis and insights into user-level data
  • Positioning yourself strategically to prepare for the expected growth in gaming monetization in India in the coming years

“Adjust has been a great partner, from their patience when we started our UA journey to helping us with tools and guidance to become more robust as the industry changes. Over the past 2-3 years they have evolved with our needs and the industry as a whole.If you’re looking for a partner who can be patient (if you’re new) and dynamic (if you’re into it), then Adjust is the perfect fit. – Tejas Shah, Manager – Revenue and Distribution

Fair and accurate attribution continues to be one of the most critical elements of their business strategy. Next, Games2win aims to be the world’s largest casual game company for dress-up, car driving and interactive story games.

ON ADJUST

Adjust is the mobile marketing analytics platform trusted by growth-focused marketers around the world, with solutions to measure and optimize campaigns and protect user data. Adjust powers thousands of apps with built-in intelligence and automation, backed by responsive global customer support.

Adjust is a subsidiary of AppLovin (Nasdaq: APP), a leading marketing software platform offering developers a powerful, integrated set of solutions to solve their critical functions such as acquisition, monetization and measurement of users.

ON GAMES 2WIN

Games2win is a leading casual mobile game publisher based in India. Their games have been downloaded over 475 million times and are played by over 15 million monthly active players. Games2win is the publisher of global hit titles in Dress Up, Car Driving and Interactive Story game genres such as Driving Academy, Decisions, International Fashion Stylist, etc.