KYOTOMA Inc. produces a wide range of entertainment works, from game planning and development to animation production. Especially in the casual game genre, KYOTOMA released a large portfolio of games that can be enjoyed by a wide range of players with a variety of unique and original cute and quirky art and play styles.
Persona.ly is a tech product company driving mobile user acquisition for brands and app developers, operating worldwide. Using our proprietary bidder and machine-learning algorithms, we offer transparent, performance-based, highly-targeted UA and retargeting solutions at scale with access to over 1 Million ad auctions per second.
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.
Persona.ly worked together with KYOTOMA to launch their new title “Soft & Fluffy Dolls Yurufuwa” on both Android and iOS, in the US, GB, and CA. The new dress-up game incorporates the unique ‘moving-paper’ style of viral artist WASU, who reached over 500,000 subscribers and over 80M views on his Youtube channel in a little over a year.
The main goal of the campaigns was to help Yurufuwa drive install traction and gradually get a foothold in the dress-up niche in western markets, in a cost-effective manner.
When we started running our UA campaigns for Yurufuwa, our initial approach towards each platform was naturally different:
Two different CPI KPIs were provided – one more lenient for the initial exploration period of campaigns, and another, more aggressive, for when enough data was accumulated to run campaigns normally.
Given the fact that Persona.ly was the only paid channel promoting Yurufuwa for the duration of the case study allows us to isolate the impact of our campaigns on organic growth.
Being the only paid channel also allows us to measure the impact of our acquisition on the store category rank for Yurufuwa in the countries where we promoted it.
“In collaboration with Persona.ly, the players who can enjoy our games have expanded to the world. With their generous support, we also receive useful data-driven advice from improving the quality of the game to achieving better monetization.”Yasu Mitani, CEO @ KYOTOMA Inc.
“Working with Yasu-san is a pleasure, being able to work together closely as the first and only paid channel allows us to be very flexible and agile with our decisions while informing the team at KYOTOMA about our optimizations and how to continue the UA efforts in general.”Gal Koragi, Head of Operations @ Persona.ly