How IndieZ saved 10% of its players and boosted revenue by 20%

A significant number of players of IndieZ’s games were dropping off, but the team couldn’t pinpoint the reason. We have talked to the CEO of IndieZ, Lan Nguyen, and he shared his case with us.

Learn how they found out why, and how this helped them save their users and increase revenue.

Meet IndieZ

IndieZ is a mobile game developer with one mission — Make Life More Gaming.

1. What was your growth strategy, including how you approach monetization?

We carefully research the types of games we should develop. We leverage our in-house team, benchmark CPI, and strategic planning. Post-development, we focus on the ROAS metric by increasing User Value (UV) and decreasing CPI quarter by quarter.

In terms of monetization, we go by several methods to track revenue per user, enabling us to see user value and determine which features generate the most revenue. This data allows us to refine our strategy.

Currently, most of our revenue is through ads. But based partly on this data, we plan to shift our focus from the current mobile games to creating a casual game that emphasizes in-app purchases rather than just revenue.

2. What was your main challenge around data?

As with any app developers, for us data is crucial for tracking and analyzing our products. Previously, we used Firebase for tracking, but after their policy change limiting daily events to one million, we were missing many events and could not track and analyze our products effectively, and that is why we partnered with AppMetrica.

Setting up with AppMetrica was easy — the integration process took just a day or two, and the documentation was clear.

3. What insights did AppMetrica provide that Firebase did not?

AppMetrica provides full raw data, which Firebase cannot offer at this moment for more than one million events. This comprehensive data allows us to gain deeper insights into our user behavior and product performance.

4. What specific changes did you implement to boost growth?

After obtaining full raw data with AppMetrica, we discovered that 10% of our users could not play our game due to issues with a third-party SDK. We collaborated with our partners to resolve this technical problem, significantly improving user retention.

5. Wow, that is a big save! Can you share some specific results?

Sure. After fixing this issue, we were able to ensure that those 10% of our users could indeed play whenever they wanted, and due to this, our revenue increased at least 20% in total.