google play app marketing

Papaya Video games is a fast-growing studio headquartered in Tel Aviv, with greater than 5 million downloads worldwide. They made some in style video games, resembling Solitaire Money, which ranked second within the card and on line casino video games on the Apple App Retailer in the USA. Early in its growth course of, Papaya turned to the ironSource platform to boost its person acquisition. Learn on for Dan Hayoun, Papaya’s senior person acquisition supervisor, to inform their progress story.



Discovering a rocket ship to assist us on our method

As a fast-growing studio, we wanted to discover a accomplice that would not solely assist us handle our booming enterprise however take it to the following degree. Particularly, we wished to succeed in new person segments to broaden our person base for Solitaire Money and optimize our advert creatives.

UA scale and optimization

As we have been rising quick, we have been discovering it very time-consuming to manually optimize our bids and make granular changes to get the customers we wished.

After we began speaking with ironSource, we defined to the group that we wished to proceed scaling our UA exercise, and wanted a software to assist us do that in essentially the most environment friendly method.

The ironSource group launched us to the ROAS optimizer software, which robotically adjusts our bids to verify we’re buying high quality customers on the proper worth. Due to machine studying, the software crunches real-time knowledge to make common changes to our bids and ship us the KPIs we got down to obtain.

Though the optimizer automates loads of the work, we labored very carefully with the ironSource group to observe its efficiency, and tweak KPIs for our campaigns. The mixture of the software’s energy and our shut collaboration helped ship us nice outcomes.

For instance, our KPI for D7 ROAS was instantly met and persistently exceeded by the optimizer. Since activating the software, as proven in Week 1 within the chart beneath, we noticed elevated enchancment week after week. In truth, by Week 4 we had reached a 40% improve in D7 ROAS – reflecting the standard of customers we have been buying.

In truth, by Week 4 we had reached a 40% improve in D7 ROAS – reflecting the standard of customers we have been buying.

– Dan Hayoun, Senior Consumer Acquisition Supervisor at Papaya Gaming


Advert artistic optimization

Along with utilizing algorithms and machine studying, we additionally tapped into ironSource’s artistic administration resolution. After we began the partnership with ironSource our advert creatives have been solely video adverts.

Having researched the Solitaire class’s advert artistic tendencies, the ironSource group realized that playables made up a major quantity of the style’s promoting. After discovering this, they labored on creating and optimizing playable adverts along with video adverts – serving to us additional enhance our UA efficiency on iOS campaigns within the US market.

A technique they did this was creating an interactive finish card that seems on the finish of the primary artistic, which you’ll see beneath.

Due to the fixed A/B testing and experience of the ironSource group, we have been capable of improve our IPM 3x, our CVR 1.5x, and our CTR by 40% in comparison with the creatives we used earlier than this partnership.

True companions

It’s been a pleasure working with the ironSource group – we collaborated actually carefully collectively on every part, and so they proved themselves to be extremely responsive {and professional}. The platform’s means to scale our person acquisition has been an enormous think about Solitaire Money’s fast rise and the expansion of our enterprise.

With our progress on the UA aspect, we’ve additionally begun utilizing ironSource’s mediation resolution to monetize our content material. It was tremendous simple to combine the SDK and navigate our method round – and because of bidding expertise we’ve seen encouraging outcomes for our ARPDAU. We stay up for persevering with our journey with ironSource to the highest!