Unique features help our clients trust their data, as users move from ad engagements to in-app purchases and retargeting segments. In this series, we’re introducing you to some of the apps who fine-tune their mobile marketing with the help of Adjust.
Today we spoke to Elena Vinokurova, Marketing Manager at MyTona, a successful mobile gaming company and the maker of Seekers Notes. We talked about how they used Adjust to fight fraud, verify in-game purchases, and make smarter decisions about MyTona’s marketing budget, expansion and user acquisition goals.
Adjust: In your own words, how would you describe MyTona?
Elena: MyTona was established in 2006 as a developer for web games. When the whole gaming world switched to mobile, we switched as well. We started as a developers’ tool, but then we created a successful game – a hidden objects game – so we decided to publish it ourselves about three years ago. That game, Seekers Notes, is pretty successful across all tier one countries. In general, we focus on mobile games, casual games, and we’re pretty excited to publish more of them. We started out with around 20 people; we’re currently at over 300.
We localize everything into a bunch of languages – Chinese, Korean, Japanese, Spanish, Portuguese – 12 in total.
How do you monetize your game?
Elena: Currently we monetize only with in-app purchases; there are no in-app ads. The main monetization loop is this: if you want to improve something in the game, or if you’re stuck, you can buy a hint. We have different types of hints, and users really like them and use them a lot. The first level isn’t that hard, but when you level up it does get harder and harder. If you keep playing, you could probably reach levels in the thousands.
What made MyTona choose Adjust? Were you using another attribution provider before?
Elena: No, we weren’t. We reached out to other developers and publishers for feedback, and they gave us good feedback about Adjust. We’re satisfied with the tools and features; we think you’re doing a great job.
Do you do all of your calculations in the Adjust dashboard? What does your setup look like?
Elena: We’re using callbacks; we use your raw data to calculate outside of Adjust; everything is synced to our database so our analytics team can do a deeper analysis. Then they can come to us and say ‘this is the LTV report right now, let’s spend more in this region, spend less in this area’. For quick decisions – like if I needed to make a decision right now – I would use the Adjust dashboard. With that I could get a fast look at our ROI numbers or LTV.
Do you use our purchase verification feature?
Elena: Yes. We just turned it on two months ago in December, and we’ve been very happy with it so far. MyTona focuses a lot on acquiring new users, but we’ve had some problems with cheaters, especially on Google Play. We’ve seen some jailbroken devices, for example. But we’re pleased with the purchase verification feature because every single time we have to make a decision based on something like LTV, and then you see that a single user paid $6000, you know that this is almost impossible – so it’s become much easier to spot that fraudulent activity and make better decisions around LTV.
What made you decide to activate the Fraud Prevention Suite?
Elena: Actually, we didn’t notice any fraud at first. Our Adjust contact introduced us to the feature shortly after you implemented it around two years ago. We thought ‘okay, let’s just try it and see how it goes’. After we had turned the trial on for a month, we saw that we had a certain percentage of fraudulent installs, so after a few discussions we decided to keep the feature turned on. Before that we never noticed that a user could be bad or good or fraudulent. It’s good to have.
In your dashboard, can you see if there are any apps that experience more fraud? Or are particular locations more likely to have fraud?
Elena: We don’t have specific areas where fraud is ‘mostly’ coming from. We’ll see some coming from Southeast Asia, China, Latin America – it can come from a lot of places. Two years ago we didn’t expect to do this kind of planning for fraud, but I think it was a good decision because our management objective for 2017 was to expand to more countries. This meant we needed to double or triple all of our acquisition across the world, and that’s like more fraud coming. More money, more fraud. That’s how it works.
Has the Fraud Prevention Suite helped you to buy more, after you decided to double down on your spending?
Elena: Yes. Actually, it helped us to make a correct decision based on the pure correct installs. We made a decision and put effort into the right networks and partners. We were able to say to ourselves ‘Partner A brings us this kind of install, and we’re 100% sure that they’re not fraudulent’. It’s important for us to focus on the data. Of course, it’s not possible to check every single install that comes in; that’s why it’s important to have certified, verified tools to make our lives easier. MyTona is a data-driven company. We look at our data, review it, and trust in it. If I had to give a piece of advice to other mobile marketers, that’s it: follow the data.