Bole Games turned to ironSource’s unique cross-promotion solution. Wang Peng, Director of Monetization and Cao Xiang, Director of User Acquisition at Bole Games, told the ironSource blog how they increased installations by 173% and reduced eCPI by 30%.

Read the original ironSource case study here.

Bole Games is a giant in the world of mobile slot games and has the largest market share of the genre in China. Today the developer boasts a high-quality base of interested users.

Every studio is afraid of user churn, and Bole Games is no exception. High-end users are hard to find and easy to lose, so maximizing the LTV of each user in the portfolio is a top priority. For that, the studio turned to ironSource.

Exploring cross-promotion

Source: wpdownloadmanager

We already had a high-quality user base in games that was consistently generating up to 90% of revenue from IAP alone. However, user churn was a pressing threat. To combat the exodus of users from our apps to competitors, the company turned to cross-promotion to guide users through the portfolio and prevent a complete departure.

Wang Peng, Director of Monetization at Bole Games

The company explored cross-promotion from native game placements, directly promoting products to users. However, it soon became apparent that this would require a lot of development work and intensive reallocation of resources.

Bole Games then partnered with a company using static instances for cross-promotion campaigns on the ad network. But this did not produce the results expected. In addition, the solution lacked transparency about efficiency, making optimization difficult.

Own a private bidding network

Source: BuildFire

IronSource approached Bole Games and was intrigued by a unique cross-promotion solution that used in-app bidding technology to create its ad network. This solution had some advantages over other options.

IronSource made it possible to quickly and easily integrate a cross-promotion solution that allowed users to be retained at optimal eCPM and remain competitive.

Cao Xiang, Director of User Acquisition at Bole Games

Compared to competitors’ CPM models, the tool’s CPI pricing model was also beautiful to Bole Games.

Side note: Unity and ironSource merge.

The result of Bole Games’ collaboration with ironSource

In June, Bole Games began running cross-promotion campaigns for all Android games using the ironSource tool, and the results were immediate. Today, the company has tripled the number of installations — up 173%. At the same time, the studio saw eCPI drop by 30%.

Source: ironSource

Bole Games studied cross-promotion with a clear goal: to split users between games and prevent churn. Now that ironSource has managed to keep users in all products with its solution; the company is confident that it made the right choice.

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