{"id":1437,"date":"2020-04-21T11:23:13","date_gmt":"2020-04-21T11:23:13","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=1437"},"modified":"2022-01-20T15:03:47","modified_gmt":"2022-01-20T15:03:47","slug":"u-lu-games-reach-rich-%eb%a6%ac%ec%b9%98%eb%a6%ac%ec%b9%98-programmatic-ua-case-study","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/2020\/04\/u-lu-games-reach-rich-%eb%a6%ac%ec%b9%98%eb%a6%ac%ec%b9%98-programmatic-ua-case-study\/","title":{"rendered":"U.LU Games&#8217; &#8216;Reach Rich&#8217; \ub9ac\uce58\ub9ac\uce58 Programmatic UA Case Study"},"content":{"rendered":"\n<h4><a href=\"https:\/\/personartb-cdn.s3.us-east-2.amazonaws.com\/case_studies\/ply_ulu_case_study_digital_en_1b.pdf\">Download the PDF version of the case study <\/a><\/h4>\n\n\n\n<h2><strong>U.LU Games Intro<\/strong><\/h2>\n\n\n\n<p>U.LU Games is a mobile game company based in Shanghai and founded in 2012 with titles such as \u2018FortressM\u2019, \u2018Reach Rich, \u2018ARKA\u2019, \u2018Myth of Sword\u2019, \u2018Euros\u2019 and \u2018Glory\u2019 and over 22.3 million downloads worldwide. U.LU Games is committed to being a global interactive entertainment leader by creating unique and high-quality mobile games.<\/p>\n\n\n\n<p>U.LU Games\u2019 main markets are Korea, Japan, and Southeast Asia. They are known as experts in the Korean mobile game market.&nbsp;<\/p>\n\n\n\n<h2><strong>Persona.ly Intro<\/strong><\/h2>\n\n\n\n<p>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 app installs, and retargeting solutions.&nbsp;<\/p>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<h2><strong>Campaign Goals&nbsp;<\/strong><\/h2>\n\n\n\n<p>Persona.ly worked together with U.LU games on one of their leading titles \u201cReach Rich\u201d (\ub9ac\uce58\ub9ac\uce58) aiming to acquire highly engaged users who would make in-app purchases, in order to reach ROAS goals.<\/p>\n\n\n\n<h2><strong>Process<\/strong><\/h2>\n\n\n\n<p>Our proprietary programmatic DSP is integrated with all major SSPs and is able to process more than 500,000 QPS of in-app inventory. 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 campaigns. This infrastructure, designed to allow us to focus on user behavior, rather than just ad placements, allows us to help mobile game developers, such as U.LU Games, to acquire the most relevant users for their games.&nbsp;<\/p>\n\n\n\n<p>When we started running UA campaigns in Korea for U.LU Games\u2019 \u201cReach Rich\u201d (\ub9ac\uce58\ub9ac\uce58) on Android in September, our initial approach was intent-based targeting \u2013 targeting users that showed direct interest in the multiple relevant genres &#8211; Mid\/Hard-Core RPG and Idle Games. This approach allowed us to acquire users with a significantly higher than usual D1 retention rate for the genre.<\/p>\n\n\n\n<p>Then, our machine learning models gradually learned the patterns of the users that were most engaged or made purchases on the day of their install, which allowed us to target similar users and eventually resulted in beating the defined ROAS KPIs.<\/p>\n\n\n\n<h2><strong>Results<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2020\/04\/ply_ulu_stats.png\" alt=\"Reach Rich September 2019: \nROAS:\nD1 ROAS 19% \nD7 ROAS 49%\nD30 ROAS 107%\nRetention:\nD1 36% RR\nD7 15% RR\n\" class=\"wp-image-1438\" width=\"764\" height=\"452\"\/><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>\u201cWorking with the Persona.ly team is an excellent experience. They are very professional and responsible so that they performed well in ROAS. Their dashboard is very clear and easy to use. We can clearly see how much we spend and get for each campaign\u201d <\/p><cite> Anna Peng, Channel Manager @ U.LU Games&nbsp;<\/cite><\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote\"><p> The team at U.LU has been great to work with from day one, providing us with the data we need to succeed and fully transparent for the whole process, allowed us to beat their KPIs in a challenging market\/genre combination\u201d <\/p><cite> Maor Kreichman, VP, Strategic Partnerships @ Persona.ly<\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Download the PDF version of the case study U.LU Games Intro U.LU Games is a mobile game company based in Shanghai and founded in 2012 with titles such as &lsquo;FortressM&rsquo;, &lsquo;Reach Rich, &lsquo;ARKA&rsquo;, &lsquo;Myth of Sword&rsquo;, &lsquo;Euros&rsquo; and &lsquo;Glory&rsquo; and over 22.3 million downloads worldwide. U.LU Games is committed to being a global interactive entertainment &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/persona.ly\/blog\/2020\/04\/u-lu-games-reach-rich-%eb%a6%ac%ec%b9%98%eb%a6%ac%ec%b9%98-programmatic-ua-case-study\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;U.LU Games&#8217; &#8216;Reach Rich&#8217; \ub9ac\uce58\ub9ac\uce58 Programmatic UA Case Study&#8221;<\/span><\/a><\/p>\n","protected":false},"author":4,"featured_media":1447,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[297,23,6,13],"tags":[274,322,573,571,575],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>U.LU Games&#039; &#039;Reach Rich&#039; \ub9ac\uce58\ub9ac\uce58 Programmatic UA Case Study | Persona.ly - The Weekly Retention<\/title>\n<meta name=\"description\" content=\"Persona.ly and U.LU GAMES case study, detailing Persona.ly&#039;s programmatic UA process for U.LU Games&#039; title &quot;Reach Rich&quot; (\ub9ac\uce58\ub9ac\uce58). Learn how Persona.ly was able to reach D30 107% ROAS and D7 15% retention\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.ly\/blog\/2020\/04\/u-lu-games-reach-rich-\ub9ac\uce58\ub9ac\uce58-programmatic-ua-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"U.LU Games&#039; &#039;Reach Rich&#039; \ub9ac\uce58\ub9ac\uce58 Programmatic UA Case Study | Persona.ly - The Weekly Retention\" \/>\n<meta property=\"og:description\" content=\"Persona.ly and U.LU GAMES case study, detailing Persona.ly&#039;s programmatic UA process for U.LU Games&#039; title &quot;Reach Rich&quot; (\ub9ac\uce58\ub9ac\uce58). 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