Gaming

Case Study: Games2win

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

Increase UA spend 200% year-on-year

Gain deeper analysis and insights into user-level data

Position themselves strategically to prepare for the growth of game monetization in India anticipated in coming years

About Games2win

Games2win is a leading casual mobile games 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 the Dress Up, Car Driving & Interactive Story game genres like Driving Academy, Decisions, International Fashion Stylist, and more.

The Challenge

As a data-driven company, it was critical for Games2win to have data that was coherent and accurate to pave the way for better engagement and monetization. While India is among the top download markets in the world, it lags behind on game monetization in comparison to countries like the United States, United Kingdom, France, Germany, China, and Japan. As a result, their strategy had been to focus on building the best possible free-to-play product that could scale organically.

However, by 2019 they were ready to start building out their user acquisition (UA) model. It quickly became evident that they needed a strong attribution partner to provide the accurate data that is critical in making decisions.

If you are serious about building out a user acquisition engine, you need an MMP/attribution provider. Trying to do attribution on your own is not going to help as a lot of time gets wasted in building out systems to be able to wade through discrepancies, filter out fraudulent installs, etc. It becomes extremely onerous.

Tejas Shah

Head of Revenue & Distribution, Games2win

The Solution

Having just begun with UA, Games2win wasn’t sure which metrics they should be looking at. The Adjust team spent time helping them build an understanding of what metrics are available, how to set up dashboards, and which metrics could be beneficial as campaign KPIs, like average revenue per user (ARPU), return on ad spend (ROAS), and click to install time (CTIT).

With ROAS as their 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 were used extensively to understand cost per install, lifetime value (LTV), retention, and more. They were also empowered to explore the granular performance and impact of creatives by platform.

Without an MMP it would have been difficult for us to identify the revenue our UA campaigns were driving and whether they were profitable or not. It’s critical for us to understand our ROAS and Adjust makes it very easy.

Tejas Shah

Head of Revenue & Distribution, Games2win

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

The Results

With data from Adjust to back campaigns, Games2win has been able to:

Increase UA spend 200% year-on-year
Automate raw data exports
Gain deeper analysis and insights into user-level data
Position themselves strategically to prepare for the growth of game monetization in India anticipated in coming years

Adjust has been a great partner, from being patient when we started our UA journey to helping us with tools and guidance to become more robust as the industry changes. Over the last 2-3 years they have evolved with our needs and the industry as a whole. If you are looking for a partner who can be patient (if you are new) and dynamic (if you are adept) then Adjust is a great fit.

Tejas Shah

Head of Revenue & Distribution, Games2win

Unbiased and accurate attribution continue to be among the most critical components of their business strategy. Next, Games2win aims to be the largest casual gaming company in the world for Dress-Up, Car Driving, and Interactive Story games.