Scaling person acquisition whereas sustaining income progress is a crucial problem for cellular app publishers. The group at Panteon, one in every of Turkey’s main cellular sport publishers, confronted this head-on with their new title, Raid Rush. Via a strategic shift of their method, they achieved world scale and maximized income streams. Right here’s how they did it.
Panteon: A Gaming Chief
Panteon is one in every of Turkey’s most mature and prolific gaming studios, boasting a various portfolio of informal and mid-core video games that appeal to tens of millions of customers worldwide. Regardless of its success, Panteon, like many publishers, wanted to steadiness monetization methods whereas increasing into new world markets. With Raid Rush, it aimed to scale successfully whereas sustaining a give attention to profitability.
Raid Rush adopts a hybrid monetization mannequin
To generate income from Raid Rush, Panteon adopted a hybrid monetization mannequin, mixing in-app purchases (IAPs) and adverts. Initially, Panteon ran IAP-focused ROAS (Return on Advert Spend) campaigns by means of AppDiscovery to amass high-quality customers. This method helped drive income, however Panteon had even larger objectives, together with:
- Reaching new, extremely engaged customers
- Growing total sport income by means of each IAPs and adverts
- Increasing throughout new geographical markets
Shifting to MAX mediation and blended ROAS campaigns
Panteon acknowledged that scaling required a contemporary method to its person acquisition technique. Whereas IAP campaigns had been profitable, the group knew they wanted to diversify to succeed in customers who primarily have interaction with adverts, along with customers who make purchases. In June 2024, Panteon made the pivotal transfer to MAX mediation.
With MAX, they had been in a position to implement blended ROAS campaigns. These campaigns goal a broader viewers by factoring in each IAP income and advert engagement, unlocking new alternatives for progress. The shift paid off shortly, with Panteon experiencing sturdy momentum and incremental progress – with out negatively impacting the efficiency of their current IAP-focused campaigns.
By the second month, spending on blended ROAS campaigns had surpassed IAP ROAS campaigns, a transparent signal that this method was working. Panteon efficiently attracted new customers who met marketing campaign objectives and, importantly, noticed a rise in Common Income Per Every day Active User (ARPDAU).
Operating complementary campaigns for sustained progress
What made this technique notably efficient was Panteon’s capacity to run complementary UA campaigns. The IAP ROAS campaigns continued to draw high-value customers, whereas blended ROAS campaigns introduced in a more cost effective person base that generated significant advert income. This twin method allowed Panteon to scale whereas sustaining profitability:
- IAP ROAS campaigns: Campaigns that target high-quality customers who generate income by means of purchases, leading to greater lifetime worth (LTV) per person.
- Blended ROAS campaigns: Campaigns that purpose to amass a bigger viewers extra affordably, tapping into customers who have interaction with adverts and contribute to incremental advert income.
The mix of those two approaches offered a robust engine for sustainable progress. In consequence, Panteon achieved scale with out sacrificing person high quality, in the end boosting ARPDAU and total profitability.
Reaching world scale with focused UA
Past scaling its income streams, Panteon additionally expanded throughout geos, penetrating areas that had been a problem previously. Whereas its preliminary focus was on tier 1 markets the place IAP campaigns are inclined to carry out effectively, the success of blended ROAS campaigns allowed it to scale into tier 2 and tier 3 areas.
By introducing new areas into its campaigns weekly, Raid Rush noticed measurable progress in areas the place scaling had been tough previously. This world enlargement gave Panteon entry to markets with greater advert engagement potential, which lowered its reliance on IAPs for income technology.
Getting outcomes with MAX
The shift to MAX mediation and the implementation of blended ROAS campaigns produced outstanding outcomes for Panteon:
- 15% improve in Day 0 & Day 7 ROAS
- 220% improve in whole marketing campaign spend
- Important ARPDAU carry throughout all areas, notably in tier 2 markets
Panteon doubled its funding and returns by buying a larger variety of high quality customers who met its marketing campaign objectives. This success got here largely from beforehand untapped areas, proving the facility of a diversified person acquisition technique.
Takeaways for Builders and UA Entrepreneurs
Panteon’s success with Raid Rush is proof {that a} multi-campaign method balancing IAP-focused and ad-monetized audiences could be a game-changer. By adopting blended ROAS campaigns by means of MAX mediation, builders can unlock new progress alternatives throughout person segments and geographies whereas sustaining sustainable income progress.
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