The gaming industry drastically evolved within the past few years, driven greatly by the adoption of smartphones and mobile apps. As this industry continues to increase in popularity, marketers are continually challenged to acquire new users and reach desired audiences within these new formats.
According to eMarketer, the number of mobile phone gamers is expected to grow 62% from 2013 to 2019. To capitalize on this growth, marketers must be nimble and adjust their strategies to acquire new users, generating installs and ensuring continued engagement, all in cost-efficient manner.
Kenshoo invested in solutions to ensure gaming advertisers are equipped to overcome the challenges of the rapidly developing market with tools to identify high-value cohorts across publishers and devices, maximize lifetime value, and of course, hit KPIs.
In two recently published case studies, leading gaming companies SGN and flaregames demonstrate how they leveraged the Adquant by Kenshoo platform to streamline social campaign management and reach their KPIs.
flaregames, a fast-growing mobile game publisher based in EMEA, partnered with Adquant by Kenshoo after its social advertising program grew and managing the campaigns manually became too cumbersome.
The team deployed mobile app install ads and optimized campaigns to reach set return-on-investment (ROI) goals. With tools built for automation and scale, the team was able to increase its budget by 12.4% while maintaining the same staff and increase the number of Facebook accounts with active ads by 3X.
SGN, a leading cross-platform mobile games studio based in the US, leveraged Adquant by Kenshoo to create large-scale campaigns at high volume, drive mobile app installs, and incorporate internal predictive customer lifetime value data into campaign optimizations. In doing so, the team generated a 13% increase in cross-product app installs and a 29% increase in cross-product customer lifetime value, all while increasing efficiency and time savings. The investments have continued to pay off for SGN as its sugary-sweet Cookie Jam was recognized by Facebook as the 2014 Game of the Year.
By leveraging the Kenshoo Infinity Suite advertisers have the ability to acquire new users via emerging opportunities and proven publishers, such as Instagram and Google Play, to stay on the forefront of innovation within the industry.