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How Halfbrick increased user acquisition by 98% midst competitive gaming industry

By Annisa Tiara | Regional Marketing & Comms, SEA/ANZ

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September 19, 2022 | 5 min read

In 2021, the gaming industry in Australia contributed $226.5m in revenue, which is a 20% jump from 2020. The demand for gaming has increased so much that gaming app marketers spent approximately $138m for user acquisition last year.

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Halfbrick partnered with AppsFlyer to grow its user base

Halfbrick Studios, being one of the biggest Australian video game developers, has been able to grow its user base by more than 98% year-on-year, all while adhering to privacy regulations and improving business efficiency.

Developing globally popular games such as Dan the Man, Jetpack Joyride, and Fruit Ninja, the Brisbane-based studio to date has generated over two billion downloads across its portfolio.

Halfbrick’s challenge for growth

Throughout its growth journey, Halfbrick Studios faced several challenges along the way. It needed a measurement provider that could adhere to Apple’s privacy policies, while increasing the efficiency of its app marketing spend across the world’s largest gaming ad networks and affiliates.

Games such as Dan the Man required attribution and return on ad spend (ROAS) aggregation across multiple media sources in order to scale. They also required a robust in-app measurement provider that could guide the team through the implementation of iOS14 and SKAdNetwork rollout.

Halfbrick’s solution to growth

This is where partnering with a trusted mobile measurement partner (MMP) such as AppsFlyer comes in handy. To meet Halfbrick’s challenges head on, AppsFlyer leveraged its dedicated real-time overview dashboard coupled with its market leading cost aggregation solution, Xpend.

This enabled the Halfbrick team to understand their most profitable media sources, campaigns, ad sets and ad creatives from a ROAS and return on investment (ROI) perspective.

AppsFlyer is the only mobile measurement partner with attribution and cost aggregation, showcasing attribution in its standard dashboard, as well as the market leading SKAdNetwork dashboard.

Halfbrick could discover the metrics that matter most in real time. Additionally, Xpend cost aggregation enabled the team to pinpoint the most profitable media sources and manage their ROAS more effectively.

By implementing the leading privacy centric attribution solution in the app market, Halfbrick was able to: increase confidence in iOS attribution for user acquisition across Halfbricks leading gaming portfolio; double its user acquisition growth by over 98% year-on-year; and utilize a cost aggregation solution that saved valuable time and increased efficiency.

Key takeaway from Halfbrick

Halfbrick continued to leverage AppsFlyer beta product solutions to help maintain strong user growth, improved yield and reduced costs.

“AppsFlyer’s attribution combined with Xpend’s cost aggregation gives us the peace of mind to scale with efficiency, while doubling our conversion growth and adhering to user privacy,” said Rinal Deo, chief financial officer and product manager, Halfbrick.

AppsFlyer continues to bring first-to-market privacy centric solutions to enable Halfbrick to scale with efficiency, and deliver on its vision to make games that people remember for a lifetime.

“Being the most popular form of entertainment, digital games development will be a crucial pillar of modern, digital, and creative Australia,” says Joel Kirk, growth manager, Australia & New Zealand, AppsFlyer. “While 2021 was a challenging year for the industry due to fundamental privacy changes, it is visible that its growth is unstoppable. At AppsFlyer, we are committed to continuously working on innovations to help provide privacy-preserving solutions for our partners and clients.”

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