'Dragon Island' climbs to the top of the Vietnam free game chart with UA monetization campaign in collaboration with Mintegral
Dragon Island
Dragon Island, one of Korea's arcade/hyper-casual games, has become a global popular game, gaining popularity in the United States and the United Kingdom, as well as Asia-Pacific, thanks to the UA (user acquisition)/monetization campaign in collaboration with Mintegral.
Dragon Island, a mobile game developed by Aloha Factory, a Korean mobile game company that has achieved over 3 million game downloads worldwide, explores Dragon Island and collects various resources necessary to raise dragons, hatch them with harvested resources, and evolve them into Alpha Dragons.
How did 'Dragon Island' successfully enter the global market?
Dragon Island had to find experts with local experience in each country while preparing for global launching with its own publishing. However, it is difficult to successfully launch a game without understanding the language and cultural differences in each market. Therefore, Mintegral, which has expertise in UA campaigns and advertising monetization in various countries, collaborated with Aloha Factory.
The collaboration between Mintegral and Aloha Factory was centered around two main objectives:
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Secure high-quality users beyond Asia.
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Stable capital operation through monetization.
'Dragon Island' successful UA campaign strategy, accurate targeting, and flexible bidding
Setting an appropriate target is not easy when conducting the first UA campaign. Based on the characteristics of the game and the target customers, Mintegral first targeted the top ad inventory focusing on the hyper-casual genre, which enabled them to acquire high-quality users as quickly as possible. After the UA campaign, the target optimization was carried out by confirming that the gender ratio was 50:50 and the majority of customers were in their 20s and 30s based on the campaign data.
Flexible bidding was also one of the strategies for UA campaigns. Mintegral proposed balancing UA between scale and quality by using a flexible bidding strategy to bid on various sub-channels and adjusting the bidding price according to the performance of each channel.
'Dragon Island' monetization strategy
Various pricing settings
Hyper-casual games heavily rely on advertising for revenue generation. Mintegral, which has a deep understanding and expertise in the hyper-casual genre, was able to develop a customized monetization strategy using a price floor approach, and as a result, the game and developers' revenue increased by 40% compared to January. This price floor was set differently depending on the advertising scenario and target country/region.
In-app bidding
Aloha Factory was able to provide bidding opportunities to various advertisers by using in-app bidding technology to publicly disclose their inventory to multiple advertisers simultaneously, and gained insights into the true value of their inventory, not just the highest bid.
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UA campaign: Dragon Island achieved an average of 20,000 to 40,000 downloads per day during the campaign period and contributed to the game's successful entry into the top rankings of Android free games in five countries.
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Revenue generation: With Mintegral's help, high revenue levels were achieved with eCPMs of $25 in the United States, $24 in Japan, $16 in Korea, $15 in the United Kingdom, and $2 in Vietnam. Mintegral's contribution accounted for more than 20% of the game's overall advertising revenue, which is a significant achievement.
Become a partner of Mintegral!
Mintegral supports global mobile market growth for publishers and mobile game developers around the world. If you want to secure users and generate revenue, please contact the Mintegral team. Mintegral's professional technology and excellent creative experts will provide you with a customized mobile campaign strategy.