MMA Manager 2: How to scale app install strategy by exploring new opportunities
CONTEXT
MMA Manager 2: Ultimate Fight is a mobile game for managing MMA fighters. It is Funrock’s most downloaded game, with over 3 million downloads.
Addict Mobile supports Funrock in the management of its performance-driven mobile acquisition campaigns.
CHALLENGES
Initially managed in-house, the studio decided to leverage Addict Mobile’s gaming expertise to develop and optimize acquisition campaigns with a focus on ROAS.
STRATEGY
To help Funrock scale its app install strategy, several strategies were implemented:
Diversify sources and countries
Initially promoted in the US and only on Google and Meta Android, expanding to new revenue pockets significantly boosted the app’s performance. Campaigns were launched on DSP, Moloco, Unity, Meta, Google, and TikTok across more than 10 countries, broadening opportunities.
iOS, previously underutilized due to privacy restrictions, was also launched. By reconfiguring SKAN and implementing estimation models, iOS revenue increased by more than 5 times.
Maintain a global view
A comprehensive view was maintained to accurately interpret data and make informed decisions. Incrementality calculations were performed across all countries and sources, and estimation methods were implemented with Funrock to obtain an overall perspective and draw the best conclusions.
This is particularly important in an opaque environment like iOS, where measuring results can be complex. For example, in the UK, a direct increase in organic traffic was observed as soon as the campaigns were launched on January 11th. Having an overall view is essential to understand such impacts from paid campaigns, which might otherwise go unnoticed.
Enhance Creative Approach with AI
Creative production was significantly inscreased, especially for TikTok, a platform that demands a high volume of diverse visuals with frequent refreshes to achieve top performance. A wide range of formats was deployed, from static images to motion videos, trending videos, and UGC.
The use of GenAI enhanced creative production by enabling the creation of unique and specific assets, the development of AI-generated UGC with fully AI-generated avatars, the creation of new concepts, and the generation of voice-overs in various languages.
We wanted to know the potential of our product when in the hands of a world class UA firm. We thought Addict Mobile would be a suitable partner and they did not disappoint. They took care of everything for us and they did very it well. From handling campaigns to creative production to reporting. They have shown us the full potential of the product both on iOS and Android and have been a pleasure to work with since day one.
Don’t hesitate to contact our teams
Addict Mobile can help you improve your performance.
CASE STUDY
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