The success of Hanoi-based Gamee Studio comes from the hard work of its product team, according to CEO Giang Nguyen. With their nimble team, Gamee can quickly adapt to market opportunities launching four to five new game titles a month.
It’s been a winning strategy so far. Founded in 2019, the maker of casual and hypercasual puzzle games like Home Pin and Fish Pin has quickly attracted 3.5 million monthly average users on Android, enabling it to double its staff over the past year. But to further expand their game apps globally, they needed to stabilize their ad monetization platform and revenue.
Looking for platform stability
As nearly 90% of Gamee’s revenue comes from in-app advertising, having a reliable mediation and bidding solution is crucial to the studio’s success. They had been using another platform solution for mediation and bidding, but Giang says performance was not meeting their expectations.
Giang says that the biggest challenge his business faced was consistency in ad revenue, something its previous solution hadn’t been able to deliver. “To make our business grow, we needed stability first,” says Giang. “That’s why we turned to AdMob mediation and bidding to help us optimize our ad monetization.”
AdMob was a popular monetization solution within the gaming ecosystem, Giang says, so they decided it made sense to test AdMob mediation and bidding against their current platform.
Since Gamee already used Google solutions like Firebase for their games, it was simple for their tech team to implement and get AdMob up and running.
Tests reveal impressive results
When it was evaluating AdMob mediation and bidding, Gamee Studio conducted two different types of tests using Firebase Remote Config. The first was an A/B test of all global users of its popular Fish Pin game. They kept half of their 300,000 global users on their current mediation platform and moved the other half to AdMob mediation and bidding. The weeklong test included two ad formats, interstitial ads and rewarded ads.
For the second test, Gamee integrated AdMob mediation and bidding into two additional game apps for all of its global users. After a week of data, the results were compared to the performance of their other mediation and bidding solution prior to the AdMob tests.
The results of the tests were impressive across the board, says Giang. After implementing AdMob mediation and bidding, ARPU increased 61% and the fill rate increased from 90% to 98%. There also was a positive impact on their CPM, which jumped 140%.
The positive results convinced Gamee to implement AdMob mediation and bidding for 100% of its users on all three games it tested, as well as a new title. AdMob provided the stability the company was looking for in a mediation and bidding solution.
Easy to apply, implement, and integrate
“AdMob mediation and bidding is very easy to apply, implement, and integrate. It lets us focus more of our efforts on our products and expansion,” says Giang.
When changing its mediation and bidding solution, Giang says his team was happy to continue working with Google. “AdMob mediation and bidding is a very good choice for us because we’re already using many Google products. With AdMob, we can easily link with other Google products like Firebase, Data Studio, and Google Analytics. They work perfectly together.”
