September 12, 2021
Access a PDF version → [ US / EMEA / KR ]
Summoners War is a South Korean mobile game with fans across 100 countries. It has a track record of having ranked #1 in the Apple Store in France and among the top 10 in Germany and South Asian markets.
Summoners War marketing team at Com2us partnered up with Moloco and Mobidays last year after the news on iOS 14.5+ was released. This was a move to ensure that Com2us’ legacy of global success continues after the changes announced by Apple transforms the iOS market.
In fall 2020, Apple announced new policies to better protect users’ privacy and this fundamentally transformed mobile marketing in iOS environment. After iOS 14.5+, it became the new norm for all advertisers to get explicit consent from users to access their IDFA. Naturally, users that opt-out would not be providing their IDFA and a handful of behavior data.
Com2us with their robust experience of running global campaigns knew that they would need a reliable partner with a strong strategy to help them prepare for these important iOS updates. They reached out to Mobidays, a mobile marketing agency with a proven track record of helping apps grow globally. Mobidays in turn looked for a media source with tips and know-how's on adapting to the iOS 14.5+ environment, and this is where Moloco stepped in.
Moloco was able to analyze up-to-date information about the changes iOS updates accompanied, taking full advantage of its headquarters location in Silicon Valley and the exposure to relevant information. Since then, Moloco has been using its powerful machine learning technology to work with Mobidays and help Com2us navigate the iOS 14.5+ world.
Com2us, Moloco, and Mobidays adopted the following strategies:
In particular, Com2us achieved the following outstanding results in the U.S. market:
Metric in spotlight #1 = install (for user acquisition)
Metric in spotlight #2 = retention & purchase rate (users with a high LTV)
Based on the learnings from the U.S. Com2us expanded Summoner’s War campaign to other global markets like Germany and France that had similar qualities as the U.S. market. Initially, Com2us was only bidding on LAT-off traffic in Germany and France, but after seeing success in the U.S. it ventured to expand the size of its campaign to cover LAT-on traffic and was able to acquire greater install volume while maintaining target CPI.
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