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GamePoint Bingo Programmatic UA Case Study

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GamePoint Intro

GamePoint is one of the world’s largest social game developers. Every month it welcomes 1,000,000 unique players on Web, Facebook, and Mobile. Some of their games are among the top 100 best earning games in the world. Due to the unique social features, users play an average of 120 minutes per day. Their top games are GamePoint Bingo and RoyalDice.

At GamePoint, they cultivate brilliant talented team members from around the world. Since their founding in 1998, they have been building a company where they take risks and dream big. And together, they bring fun and entertainment to millions of players across the globe!

Persona.ly Intro

Persona.ly is a tech product company driving mobile user acquisition for brands and app developers, operating world-wide and focusing on the US, KR, JP, RU, SEA, and IN markets. Using our proprietary bidder and machine-learning algorithms we offer transparent, performance-based, highly-targeted UA, and retargeting solutions.

Persona.ly strives to be more than just a vendor for its partners, but a partner that helps generate actual value, growth, and broad marketing insights that can be used across channels.

Campaign Goals

Persona.ly worked together with GamePoint on ‘GamePoint Bingo’, not only their leading title but one of the biggest Bingo titles around, aiming to scale their existing user base by acquiring engaged users with high retention rates – with the goal of maintaining competitive eCPIs and retention goals while scaling.

Process

To be able to effectively acquire users for titles like ‘GamePoint Bingo’, without the need to spend cautiously for months while we collect data ourselves, we ask our partners to share their first-party data – a seed list of their most engaged users, and a suppression list in order not to bid on existing users. Both of these allow us to build an effective lookalike audience by modeling against the attributes of these users using data from our DMP.

The user-level targeting, designed to allow us to focus targeting based on user profiles, rather than just ad placements, allows us to help mobile game developers, such as GamePoint, acquire the most relevant users for their games regardless of where we expose them to the app. This data activation, considering hundreds of user-level and auction-related attributes is the core of our product.

When we started discussing running UA campaigns for ‘GamePoint Bingo’ last year, their team was very cooperative and understanding in regards to us needing this data to succeed. This allowed us to reach the eCPI KPI on both platforms during the first week of the campaigns being live.

In order to further improve our retention rates, we used our proprietary age and gender prediction algorithms to further sift through the targeted audience and favor users in different age groups according to their gender. This additional focus allowed us to increase our bids and attain higher scale while maintaining healthy retention rates, and eventually also yielded high rates of ROAS, even though it wasn’t the main KPI, which clearly shows that over time, our models were able to target users with higher intent to pay.

Results

Below is a performance comparison of Persona.ly’s and other DSPs that was running UA for GamePoint Bingo on Android against the set goals, during March 2020:

Android eCPI March 2020

As seen in the graph above, Persona.ly was able to beat the KPI and deliver users at a cost 23% lower than the target eCPI, while the Average DSP Benchmark didn’t meet the KPI and actually showed costs 45% higher than the target eCPI.

Both Persona.ly’s and the other DSP’s retention rates were on par with each other, meaning that Persona.ly provided the same quality of users, but at a substantially lower cost.

Below is a comparison between Persona.ly and the other DSP for GamePoint Bingo on iOS in terms of ROAS and eCPI, during March 2020:

eCPI and ROAS Comparison - iOS March 2020
As seen in the table above, Persona.ly was able to acquire users for 10% less, while generating over 80% better ROAS.

Persona.ly was able to provide GamePoint with substantially more profitable users at a lower cost.

“Persona.ly was great to work with, they are set about achieving the pre-set KPI’s in an efficient manner, and on top of that, they were extremely responsive to any request. The trust we built led us to promoting more games from our portfolio with them. ”

Mirko Bertoletti, UA @ GamePoint

“The team at GamePoint has been wonderful to work with, their patience and openness to cooperate allowed us to beat the eCPI goals after only a few short iterations of targeting different lookalike audiences, and we quickly grew our partnership to cover additional platforms and markets”

Joseph Iris – RTB Product Lead @ Persona.ly

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