Mobirix is a Korean mobile gaming developer and publisher established in 2004. To date, Mobirix has developed and published more than 200 different games for a global user base. Facing tough competition in the Asian market for its Zombie Hive game, Mobirix partnered with AdMob to maximize revenue by implementing a hybrid monetization strategy. As a result, the company saw a 15% uplift in the number of paying users and a 43% increase in average revenue per paying user.
Meeting in the middle
To thrive in a competitive market while staying true to its core priorities, Mobirix founded its business model on creating a great user experience. Believing that players would return without needing multiple reminders, the company avoided using push notifications in its game. However, Mobirix still needed a monetization strategy to build a sustainable business. Mobirix partnered with developer Rainfallsoft to publish its Zombie Hive game. Initially, Seo Sung Young, CEO of Rainfallsoft, didn’t want to show in-app ads believing that ads would disrupt the user experience.
Using hybrid monetization to find a revenue balance
Based on AdMob’s recommendation, Mobirix decided to implement a hybrid monetization model, using a combination of in-app ads and in-app purchases (IAP) to maximize revenue. With this plan, Mobirix was able to meet Rainfallsoft in the middle, using in-app ads as only one part of its strategy.
Gaming app users are often exposed to in-app ads but when we also show them in-app purchase ads, we are able to convert some of them into paying users, which helps us generate more revenue overall.
, Director , Mobirix
Adding ads to the mix allowed Mobirix to monetize non-paying players while avoiding a reliance on IAP customers. As a result, Zombie Hive saw a 15% uplift in the number of paying users and a 43% increase in average revenue per paying user.
Saving time and money with AdMob’s simple implementation
Mobirix was happy to discover that AdMob’s code snippet was simple and straightforward, making it easier to implement and get started. With AdMob, Mobirix was able to save time and money while getting a comprehensive view of its users for targeting. Mobirix also utilized AdMob’s auto-target lists for IAP house ads, which promoted its IAP items to known IAP spenders for free.
Having seen such impressive results, Mobirix is excited for what the future holds. With 90% of its revenue coming from AdMob mobile ads, Mobirix plans to design future games based on ways to most effectively implement hybrid monetization.