Powering engaging experiences in a growing market
XGame Studio is a growing mobile-game publisher in Vietnam that specializes in popular puzzle, simulation, and car racing games. With a 2025 goal of 900 million downloads, XGame uses its advertising and user acquisition (UA) strategies to grow revenue and create an immersive gaming experience for its players.
XGame began searching for a new mediation platform that could grow revenue and deliver better performance across its portfolio. They also wanted a new solution that could improve user acquisition without being tied to a specific network - providing the flexibility to scale.
Solving for revenue durability and user retention
XGame prioritized a platform that would grow revenue, expand their user base, and keep ads high-quality to protect the user experience. After consulting with the Google AdMob team, XGame was invited to use AdMob Mediation Pro as a potential solution.
Before switching mediation platforms across its portfolio, XGame held a platform test on the simulation game “Master Builder” to see if AdMob drove revenue compared to their current platform. XGame worked with the Google team to set up the test within one week, and followed best practices for smooth implementation.
To drive a successful test, XGame activated standard AdMob features, and used tools designed for advanced setups in the AdMob Mediation Pro program. XGame used the pre-loading API to preload ads for display, which minimized latency and missed impressions.
XGame also used banner refresh tools to grow average banner revenue per user. Finally, XGame used AdMob Mediation Pro's automated auction tools, such as Hybrid mediation optimization (HMO), to grow revenue in a hybrid mediation setup.
To drive user acquisition, XGame used Google Ads campaigns. The team adjusted campaigns to target priority markets for global growth and win placements on specific channels, such as YouTube Shorts.
Revenue and user growth leads to a migration to AdMob Mediation
Using AdMob reporting, XGame saw overall better performance for Master Builder from AdMob Mediation, with 40% higher average revenue per daily active user (ARPDAU) and a 90% increase in Cost per mille or thousand impressions (CPM)1 compared to the previous mediation platforms. Also, Google Ads campaigns helped XGame maintain steady user acquisition volume.
After the test, XGame Studio migrated most of its simulation and car racing games to AdMob Mediation. Additionally, all new games developed by XGame Studio will now use AdMob Mediation as the primary monetization platform.
With AdMob Mediation delivering on revenue and Google Ads campaigns acquiring new users, XGame Studio tapped into the buy-sell synergy and achieved their 900-million download goal in 2025.
