How Multicast Games boosted spending to $2M and turned their game into a hit with only 2 UA managers
When your company is small, knowing where every dollar goes is essential. Your mistakes can be too expensive to afford. See how Multicast Games made outstanding results despite limited resources.
Multicast Games is a small team of mobile game creators from Cyprus. They sell casual and mid-core games worldwide, like Alien Invasion.
More about Alien Invasion
A mobile game created by Multicast Games.
Genre: HyperCoreRPG
Monetization: 50% in-app, 50% on advertising
OS: iOS and Android
Geography: USA, Germany, Japan, and Korea
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The challenge: preventing budget overspending
"We used to lose a lot of money on user acquisition. I once asked our UA managers why they spent an extra $10,000 on Facebook. They didn’t know the answer.
It takes a lot of work for one person to manage multiple channels. This is why most companies start hiring more UAs."
Vyacheslav Krivsunov,
CEO of Multicast Games
Multicast Games decided to take a different path. The team wanted to work more cost-efficiently without hiring more people.
The goal was to give UA managers real-time data on the go. This would prevent the company from spending too much money.
The solution: tracking every dollar in real time with AppMetrica
Using a mobile app to save time and budget
At Multicast Games, the UA team works 24/7. This lets them notice every minor change in the performance of their campaigns.
To optimize their work time, the team wanted a mobile measurement tool with its own mobile app to help them see changes anywhere, anytime.
They already had a mobile measurement partner (MMP), which they used to track attribution and installs from the desktop. So, they only needed to link their MMP to AppMetrica. AppMetrica’s no-code integration allowed the team to do this quickly and effortlessly.
By integrating their existing solution with AppMetrica, Multicast Games can now easily see where their money goes in real-time and optimize their budget spend as soon as possible.
"No matter where we are, we can check our spending in real time on our phones. Our team tracks channels like Unity, Reddit, and Twitter. Now, we can do this while hanging out with friends or lying in bed before sleep."
Vyacheslav Krivsunov,
CEO of Multicast Games
Our User Acquisition report shows your app installations in real time.
Multicast Games uses AppMetrica’s product analytics reports as well. The funnel reports help them separate their income by game level. They also use it to see bugs before users report them.
This is the funnel Multicast used to segment the audience by game levels.
Seeing changes quicker than on other analytics tools
Let’s say a UA manager has set a very high daily spend. The sooner you notice it, the quicker you can fix it.
AppMetrica helps Multicast Games see data changes fast. The team has set up several customized reports and workspaces to see issues more quickly than any other MMP or app analytics tool. This has helped Multicast Games save money daily, if not hourly.
"We saw installations before the UA channels charged for them. It happened a lot with Unity. I could tell when Unity spent $500 in the AppMetrica User Acquisition report by a spike in installations. It usually happened long before Unity notified me."
Vyacheslav Krivsunov,
CEO of Multicast Games
Connecting to Google Play
Multicast Games used AppMetrica to attribute organic traffic from Google Play. If they noticed a spike in traffic, it was obvious that the app had been featured in rankings. This helped them get more traffic and gain more organic downloads.
"With AppMetrica, we can separate organic traffic from Google Play or Google Ads. We can quickly find out if our app was featured and the country where it happened. We use AppMetrica’s User Acquisition report for this.
Then we would boost traffic to these countries. This helps us improve our ranking and get more organic downloads."
Vyacheslav Krivsunov,
CEO of Multicast Games
Results
Now, Multicast Games can track their traffic spending in real-time. This helps them re-prioritize it without hiring more UA managers.
They have spent over $1 million annually with a ROAS of 200% on their Alien Invasion game. The company then sold the game and received an additional revenue boost from the deal.
