This article discusses how mobile game publisher Mattel163 successfully advertised Phase 10 in the US, Japan, and European markets through a partnership with the advertising platform Gamelight.
A Brief Overview
Mattel163 is a publisher with offices in the US and China. It was founded by the toy manufacturer Mattel and the Chinese IT giant NetEase. The company specializes in launching licensed mobile game projects into the market.
Gamelight is a German-based mobile UA platform for mobile game developers and publishers, specializing in incentivized ads. Its key feature is its proprietary AI, which simplifies and optimizes user acquisition.
Phase 10 is the mobile version of the board game of the same name, designed for 2 to 6 players. The physical version of Phase 10 is very popular in the US and Europe, with its sales reaching an impressive 62 million copies in 2016.
Phase 10
Campaign Objectives and Details
The leadership of Mattel163 tasked Gamelight with the goal of attracting new users to Phase 10 and optimizing its metrics, thereby laying the groundwork for further scaling of the project.
The campaign's primary focus regions for the initial phase were strategically important locations such as the US and Japan, as well as three key European markets — the UK, Germany, and France.
The advertising campaign was to focus on achieving a high ROAS (Return on Ad Spend). To recap, this is calculated by dividing ad revenue by the budget and multiplying by 100%.
To achieve this goal, the Gamelight team needed to ensure that the ROAS grew exponentially from day 7 to day 30 of the advertising campaign.
Campaign Results
In Europe, the results of the advertising campaign far exceeded Mattel163’s expectations:
- The ROAS on day 7 exceeded target indicators by 151%;
- Overall, the ROAS from day 7 to day 30 grew by 201%.
The campaign results in Japan were also impressive:
- Return on ad spend tripled during the reporting period;
- From day 7 to day 30, the ROAS increased by 192%.
The most impressive results were demonstrated by Gamelight in the US:
- From day 7 to day 30 of the ad campaign, the ROAS increased by 284%.
The UA platform achieved these results by (a) analyzing vast arrays of user data from Phase 10, (b) creating user profiles based on the data, then (c) identifying patterns and matches in profiles between current active users and potential new ones, who (d) were eventually acquired.
Zhou also remarked that the platform shows “remarkable results in providing return on investment and available data.”
Contact Information
Learn more about Gamelight's capabilities via this link, and explore the platform's dashboard here.
To discuss mobile game promotion strategies with the company and inquire about collaboration details, you can write to:
- partners@gamelight.io