ABI is a game studio based in Vietnam that’s recognized as a top 10 major game company in Southeast Asia. ABI uses ironSource’s mediation solution to grow their titles - recently leveraging the ROAS optimizer tool to automate their user acquisition operations and maximize scale for Galaxy Attack: Alien Shooter.
Hear from Ly Luu Ly, UA Executive at ABI, about combining the tool and optimization recommendations from ironSource to achieve a 2X higher ARPU while reducing operational overhead.
Maximizing efficiency as we scaled
Galaxy Attack: Alien Shooter was a success from the get-go, and our team at ABI wanted to continue improving performance by increasing scale and acquiring quality users. However, reaching the right users requires constant, manual bid optimizations and granular adjustments that take time away from other parts of our operation, like improving Galaxy Attack or building new games. In fact, it was taking me 2-3 days to analyze the ROAS and retention data from our MMP to make the right adjustments to our UA campaigns. Plus, these decisions were based on historical data, which made them more subjective and less accurate than if we had access to real-time performance insights.
We already used the ironSource platform to launch Galaxy Attack and the team suggested we try the ROAS optimizer. By automatically optimizing our bids, the solution could help us achieve our goals of reaching quality users at scale efficiently and easily.
Boosting ARPU 2X and scaling up while keeping eCPI stable
The ROAS optimizer made it easy to maximize the efficiency of our UA strategy by using machine learning to analyze real-time data, make constant adjustments to our bids, and optimize campaigns towards our KPI.
"The ROAS optimizer made it easy to maximize the efficiency of our UA strategy by using machine learning to analyze real-time data, make constant adjustments to our bids, and optimize campaigns towards our KPI. "
- Ly Luu Ly, UA Executive at ABI
Once the optimizer was activated, it reached a broader mix of applications while also ensuring it set the right bids. Hitting target bids and reaching users across more apps helped us attract quality users, increase scale, and build on our momentum. Our ARPU increased 100% since we set the optimizer live and spend increased 150% while CPI remained stable, an indicator that we were scaling efficiently and attracting quality users. Besides boosting our campaign performance, the tool helped us with internal operations by saving us time and resources that we were previously spending on manual adjustments.
Ready to continue growing with ironSource
ironSource has been a key partner for many of our previous titles, and the success we’ve seen with Galaxy Attack: Alien Shooter is no exception. We enjoy working with the ironSource team, and using the platform is so easy - we can get a quick glance at our campaigns across networks and optimize performance directly from the dashboard.
Using the ROAS optimizer has encouraged us to try out and test any new feature or tool ironSource releases next. We look forward to strengthening our partnership even further as we launch new games in the future.