Company
Masomo is an interactive entertainment company looking to transform the power of social in mobile games. Masomo was founded in 2015 with offices in Izmir & London.
Challenge
Head Ball, an online multiplayer soccer game by Miniclip, faced the challenge of reducing its effective Cost Per Install (eCPI) while maintaining stable and efficient User Acquisition (UA) strategies. Identifying and targeting high-value player segments, particularly in the absence of clear insights on conversion values, was crucial for improving marketing efficiency and maximizing return on investment (ROI).
Solution
First step: Audience segmentation and targeting is combined with LTV prediction. By utilizing the pLTV (predicted LTV), conversion values will be assigned to the player within a 24-hour window.
Second step: The company closely monitored the performance of the UA campaigns, and continuous improvement was handled by AppNava. Regular monitoring and iteration enable Appnava to refine the LTV prediction models and UA strategies based on real-time performance data.
Results
Reduced CPI by at least 25%: By shifting Conversion Value - SKAD, they had a minimum 25% reduction in the Cost Per Install (CPI). This allowed them to acquire users more cost-effectively and improve the overall profitability of their user acquisition efforts. They successfully reduced eCPI by 30%
With improved campaign performance and decreased eCPI, the company was able to secure a 50% increase in the UA marketing budget. This additional investment empowered them to reach a broader audience and expand their player base.
Head Ball achieved stable performance across their UA campaigns. The effectiveness and reliability of their strategies allowed them to maintain consistent UA results month after month.
25 %
Reduced CPI by at least
