About Karma Game
Karma Game develop strategic games that are designed to strike the perfect balance between being fun to play but also challenging. Launched in 2019, their two titles Mythwars & Puzzles and Wild Frontier have already gained huge global popularity - and they’re continuing to grow. Based in Beijing, their goal is to create “better games for mature people,” that are not only enjoyable but memorable, inspiring long-term players all over the world.
Optimizing reporting to drive improved ROAS
Gaming is one of the most competitive verticals for app developers and ensuring that campaigns and reporting are optimized is central to driving success. Manually adjusting and optimizing of data and reports chews into time that could be better spent on strategic and creative marketing work.
As with the majority of developers in the gaming space, Karma Game’s key focus is on optimizing for a positive return-on-ad-spend (ROAS) - increasing user acquisition (UA) spend that needs to be constantly optimized to ensure that the right users are being acquired. This means that marketers must always keep a close, detailed eye on ad-spend. If they aren’t able to effectively manage UA spend, they run the risk of spending too much on channels and campaigns that don’t return high-quality users. While high cost-perinstall (CPI) is a normal part of UA strategy for mobile game developers, not managing it effectively means spending huge amounts on acquiring users that won’t generate the returns needed to drive growth.
When UA spend increases, the number of channels and networks used to acquire users also increases, which means that reporting becomes more complex and time-consuming. Karma Game recently increased the number of campaigns and creatives they were running on Facebook, which resulted in an increase in ROI. However, more channels, more creatives and more data also means an increase in operational time spent to manage it all. That’s why they were looking for a solution that would allow them to quickly and effectively compare performance and make adjustments to bids and budgets - all in one place. Comparing data from different platforms, countries, ad-groups, creatives, audiences and optimization goals can quickly become astronomical as businesses scale - and impossible to manage manually. They needed an all-in-one, automated solution. No more switching between dashboards and wasting marketing resources.
“After we started working with Adjust Automate, we were able to efficiently identify the Facebook campaigns that were successful in driving positive ROAS and we replicated them to continue acquiring similar high-quality users. Backed with Adjust data, we were able to scale our Facebook campaigns and improve our overall ad performance."