Competition for users is increasing, forcing gaming app developers to optimize their products and their campaigns. Increased competition in the app stores spreads organic traffic around, reducing the number of users an app doesn’t have to pay for. In 2019, the number of paid installs increased 25% from the previous year. This effect forces app developers to invest more time and money in user acquisition to drive growth.
Like many game developers, Melsoft is focused on achieving positive return-on-ad-spend (ROAS), all while increasing their user acquisition spend (and campaigns) every month. High cost-per-install (CPI) rates are the norm in gaming, meaning that marketers have to optimize their spend more often, and in more detail. If they don’t do this, there’s a real risk in overspending budgets on channels that deliver low-quality users. And as spend increases, so does the number of channels a marketer will use to find users.
Increasing budgets, increasing channels and increasing costs all add up to an increase in operational work to scale effectively. In Melsoft’s case, the team was running over 10-12 networks, each with a high number of campaigns at any given time. As such, they were looking for a single solution where they could compare performance across all channels without having to work between 10+ separate dashboards.