From early assessments to scaling international campaigns throughout rewarded engagement, playtime, OEM, and programmatic channels, TapNation and AppSamurai have grown collectively by way of experimentation, transparency, and belief. On this first challenge of the ‘’AdTech Leaders’ Insights’’ sequence, we caught up with Ecem Calban, Person Acquisition Supervisor at TapNation, to replicate on our journey to this point and discover what makes this partnership work.
AppSamurai: It’s laborious to imagine it’s already been almost three years of working collectively! Wanting again, what initially made you wish to accomplice up with AppSamurai?
TapNation:
It’s laborious to imagine it’s already been three years! Throughout this time, we’ve had the chance to run vital advert spend and generate robust income collectively. In actual fact, we have been one of many very first publishers AppSamurai partnered with.
I imagine the very best partnerships usually start at business occasions, and that was the case for us as nicely. I bear in mind attending a convention the place Anar and Cihan gave a presentation that basically stood out. On the time, rewarded visitors wasn’t but mainstream, however their insights helped us see its potential. We realized that this visitors may serve not solely as a substitute for conventional UA channels but additionally as a supply of extremely engaged customers, main to raised conversion high quality.
From a technical perspective, we seen the robust person high quality and ROAS early on with AppSamurai’s visitors and never simply within the US however throughout T1, T2, T3 nations. Over time, that efficiency translated into actual affect: greater than 20 million installs and a strong six-digit income determine generated by way of our campaigns collectively. Mixed with their real-time fraud prevention and transparency, it made scaling each protected and efficient.
AppSamurai: TapNation is understood for launching hit titles at scale. What’s been your largest person acquisition problem these days (or on the whole), and the way has AppSamurai helped deal with it?
TapNation:
As a cell sport writer, one of many largest ongoing challenges in person acquisition is working with low CPIs whereas nonetheless aiming for significant scale (even for some hybrid-casual video games). Since LTVs for cell video games are typically low, the quantity we are able to afford to pay for every set up is extraordinarily restricted. This creates a traditional drawback: in case your CPI is just too low, it’s troublesome to rank competitively on advert networks, which immediately limits your means to scale successfully.
That is the place AppSamurai has been a priceless accomplice for us. AppSamurai was capable of assist our campaigns successfully, even at completely different finances ranges, whereas protecting a powerful concentrate on efficiency and high quality. This helped us by making optimization simpler and letting us use extra sources and inventories, so we may attain extra customers and develop sooner. Proper now, we’re working 483 energetic campaigns with AppSamurai throughout numerous international markets, which reveals how a lot the partnership has grown in each quantity and protection.
AppSamurai: We’re working fairly a number of completely different marketing campaign sorts collectively; rewarded fashions (Rewarded playtime and offerwalls), OEM. How does that selection make it easier to hit your targets? Why do you suppose hybrid UA methods have gotten so necessary in cell advertising and marketing as we speak?
TapNation:
Completely! Working quite a lot of marketing campaign sorts is essential for hitting our targets as a result of it lets us diversify danger and optimize for various KPIs concurrently. Every channel has its personal energy; playtime provides us broad scale and exact concentrating on, rewarded fashions drive excessive engagement and retention, and OEMs usually ship high-quality customers with robust intent.
Hybrid UA methods have gotten important in cell advertising and marketing as we speak as a result of the ecosystem is extra aggressive and sophisticated than ever. Counting on only one channel limits development potential and makes campaigns susceptible to modifications in prices or platform insurance policies. By mixing a number of approaches, we are able to steadiness cost-efficiency, scale, and person high quality extra successfully, making certain extra secure and sustainable efficiency over time.
AppSamurai: On the finish of the day, partnerships are about individuals. What do you genuinely admire most about the best way our groups work collectively?
TapNation: I can’t agree extra. Not like many different companions, AppSamurai intently screens marketing campaign KPIs and frequently holds reporting conferences and optimizations to maintain campaigns on the specified goal. Past that, each time there’s a brand new stock, I confidently begin testing as a result of I do know the corporate’s strategy is not only about spending extra, however really performance-driven. I imagine this belief comes from the robust dynamic and relationship between the UA supervisor and Account supervisor, which is each uncommon and essential to construct.
AppSamurai: What recommendation would you give to different studios which are contemplating exploring various UA channels like rewarded playtime?
TapNation:
My recommendation to studios contemplating various UA channels like rewarded playtime is to discover them with out hesitation, as these channels will be comparatively low-risk. One of many largest benefits of rewarded channels is that there is no such thing as a shock. Since customers who come by way of these channels are motivated to interact and play, it creates a real win-win state of affairs.
Nevertheless, I imagine rewarded channels should not appropriate for each sport. It’s particularly necessary throughout sport growth to design the occasion funnel and construction in a means that matches rewarded customers, so their conduct and worth will be tracked precisely. Moreover, sure varieties of video games naturally appeal to extra curiosity from rewarded audiences -typically informal, reward-driven titles that encourage frequent engagement and fast wins, whereas extra complicated or aggressive video games would possibly battle to carry out nicely with this viewers.
Outro:
What’s subsequent?
With new sport launches, evolving UA challenges, and new stock always on the horizon, we’re excited to maintain pushing the boundaries with TapNation and proceed constructing on a partnership outlined by belief, adaptability, and shared wins.
👉 Need to discover hybrid UA fashions and scale your subsequent title? Let’s chat!
