Persona.ly Achieves D7 Retention 5x Higher Than Organic For Mamboo Games’ Fish Idle

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Mamboo Games Intro

Mamboo Games is a mobile game publisher based out of  Minsk, Belarus. The Mamboo Games team set out to help mobile game developers to take their games to the top of the charts. They coach developers of all sizes on finding new and exciting ideas and developing their games, as well as take care of marketing and assisting with live ops to keep players coming back for more.

Persona.ly Intro

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.

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 Mamboo to acquire highly engaged users for Fish Idle on Android in the US. Fish idle combines arcade mechanics and simple gameplay to create a fun yet relaxing experience that is thoroughly enjoyed by their players.

Process

Our proprietary bidder is integrated with all major ad exchanges and can process more than 500,000 QPS of in-app inventory. On each auction, we apply user-level targeting using our machine-learning algorithms, based on real-time request data and aggregated data from our DMP, to run effective UA and retargeting campaigns. 

When we started running our UA campaign for Fish Idle, our initial approach was to target look-a-like audiences generated based around the combination of both fishing themes and idle mechanics, in order to effectively collect a representative amount of installs and establish a robust install-target model to allow for controlled CPI before scaling and optimizing for higher retention users.

Soon after starting the campaigns, we started optimizing towards users that reached D7 retention and had longer than average sessions, meaning they would generate the most ad revenue, significantly increasing our ROAS.

This approach drove us to exceed the target ROAS KPI just several weeks after starting the campaigns, as well as generating retention rates exceeding both organic and other paid channels.

Results

Scale & ROAS Vs. Target

D3/D7 Retention Per Source

“The Persona.ly team has been a total pleasure to work with. They have shown expertise and great support while launching our Fish Idle campaigns. We clearly see the positive results of our partnership.”

– Ivan Leshkevich, CEO @ Mamboo Games

“The Mamboo Games team has been a great partner even before starting to run the campaigns for Fish Idle, providing us everything that’s needed to optimize towards increased ad revenue and retention, including cohorted ad revenue made the task significantly easier for our machine learning models.”
– Yan Reizin, Regional Manager – CIS @ Persona.ly