Dominoes
casual
accelerator
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+430% Ad Income & 220% Installs – Dominoes Success

NewPubCo, creators of the popular game Dominoes, collaborated with Appodeal to dramatically enhance their app's profitability.

The Success

Faced with challenges in monetization and user acquisition, NewPubCo turned to the Appodeal Accelerator team to revitalize their strategy for Dominoes.
430%
Total Income
220%
Total Installs
20%
Ad ARPU
The result was achieved with a well-designed growth strategy, including proper user acquisition, monetization, and business intelligence.

The Challenge – From Niche Markets to a Global Success

Initially, Dominoes was monetized with in-app advertising backed by in-app purchases. The user base is mainly from the USA, Russia, Mexico, Brazil, etc. The app was launched in 2020 and has shown stable organic growth secured by user acquisition.
Those installs were showing a relatively low ARPU resulting in lower profits than what the studio projected before launching the app. The app was growing slower than expected, and the main goal was to speed up its growth as soon as possible.
As soon as NewPubCo identified the problem, the studio reached out to Appodeal.
The problem

Why NewPubCo was facing this problem?

Every app developer should keep in mind that the app's overall profitability and growth acceleration are based on three massive pillars:
Efficient User Acquisition
Well-Optimized User Monetization
Accurate tracking of user analytics
When you focus exclusively on boosting your app's ARPU, it’s common to miss out on one of those pillars. Developers must focus on the whole picture, instead of just one metric. Otherwise, your app's growth and profits may suffer in the long run.

The Monetization Solution: 20% Ad ARPU Increase

As a pioneer in the ad monetization market, Appodeal can boast tremendous experience managing users’ ad LTV (Life Time Value).
Thanks to Appodeal eLTV for specific user cohorts, we optimized Domiones’ monetization in several ways.

Leveraging Metrics with Appodeal Growth Platform

NewPubCo needed an app Business Intelligence tool that could efficiently provide high-quality insights on user monetization by increasing Ad LTV and acquiring ad whales at the same time.
We tried several ad configurations, and applied the most suitable strategy for each market, to improve the metrics. We achieved that by A/B testing settings among different ad networks, unit price floors, and other crucial parts of the monetization strategy.
Ad LTV consists of Ad ARPU & ARPDAU. The Appodeal team aimed to improve both of these metrics.

Boosting the Ad LTV for specific markets

Dominoes' low Ad LTV was the problem.
The Appodeal team started analyzing the user base by running a variety of A/B tests with multiple ad networks inside the dashboard and achieved an incremental increase in Ad LTV in just a couple of months.
After all the A/B tests, Dominoes’ Ad LTV the results were conclusive: an increase of ⬆️ 25%.

Most remarkable Ad LTV Improvements:

20% Ad APRU boost in all tested countries
A4G ad network tested with higher price floors in Brazil, Mexico, and Ukraine
20% Ad ARPU increase
Lower Admob floors in Egypt
10% Ad LTV increase
Disabling delay before the first interstitials
20% Ad ARPU increase
MyTarget and Yandex in Russia

The UA Solution: Geo-targeting Ad Creatives

Ad monetization is always the tip of the iceberg. Alongside monetization managers, Appodeal’s user acquisition team started working with Dominoes’ current user base to start acquiring new users from top ad networks and bring positive ROAS.
The User Acquisition strategy, backed by Appodeal’s UA tools as a part of the Growth Platform, was based on:
  1. Meticulous monitoring and testing of winning ad creatives.
  2. Launching UA campaigns in top ad networks & testing in niche DSPs.
  3. Optimization of campaigns for main in-game events.
  4. Special attention to performing geos (Mexico, Russia, Brazil, Ukraine).
The main goal was to bring in “ad whales” (users that bring the most ad revenue) for the lowest price (CPI).
After several A/B tests, the Appodeal team approved the winning ad creatives and started to roll them out to the more significant volumes of the target audience.

Remarkable example of localization for an ad:

After optimizing this high-performing ad creative in Mexico, itself alone, brought 400k+ installs from Facebook.

Takeaways from the Dominoes’ UA strategy:

Ad creatives can drive the install base of your current UA campaign – it's only a matter of choosing the right creatives to scale.
Apart from A/B testing of ad creatives, it's crucial to optimize your campaign for the right events, no matter if it's a custom or a default one. Appodeal Growth Platform synced with Firebase comes in handy here.
Last but not least, localization and optimization of your UA campaigns for particular GEOs bring the most valuable users.
Vlad Gurgov Video
Vlad Gurgov, NewPubCo

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