【Successful Case】Shortened ROI cycle by 10%! Daily installations surged to over 5000! Witness how NetMarvel empowered Ball Sort to achieve multiple goals.

（cropped from similarweb, ranking of casual games）

According to Mordor Intelligence, the Online Casual Games Market size is estimated at USD 20.48 billion in 2024, and is expected to reach USD 27.56 billion by 2029, growing at a CAGR of 6.12% during the forecast period (2024-2029).

The data indicates that casual games still hold a significant share in the global gaming market, and the market for casual puzzle games is gradually expanding. In the crowded and competitive field of casual puzzle mobile games, how can one achieve a leading position and break free from the homogenized competition swamp?

The following NetMarvel case study on the collaboration with Ball Sort provides a replicable marketing reference for a wide range of publishers, offering strategies for user growth and monetization that can be borrowed.

01 Dilemma & Challenge

Ball Sort, a long-standing popular game under a leading Vietnamese casual game developer, belongs to the top products in the casual puzzle gaming sector. With mature gameplay, it has accumulated a considerable user base in the market.

However, the issue of homogeneity, plagiarism, and imitation in the casual puzzle mobile gaming sector has exacerbated the bottleneck problem of acquiring Ball Sort users. Currently, Ball Sort is seeking new strategies to efficiently acquire high-value users.

As a long-term partner of NetMarvel, Ball Sort has great trust in the performance of NetMarvel's programmatic advertising platform. Therefore, they approached NetMarvel hoping to effectively address the challenge of limited user growth. The following is the solution formulated by NetMarvel.

02 Solutions

1. Avoiding homogeneous major media channels and exploring suitable traffic sources from in-house products to attract differentiated users.

To address the saturation of imitating competitors, Ball Sort needs to step away from major homogeneous media channels. Instead, they should explore suitable niche media for promotion from their in-house products, ensuring high-quality user acquisition and achieving the ROAS target for Ball Sort.

NetMarvel's in-house IN-App traffic resources cover various mobile application categories, including casual games, tools, money-making apps, and entertainment apps. This can easily provide over 1 billion monthly active users for Ball Sort to target, ensuring that the ads reach high-quality target audiences in real-time.

Leveraging algorithmic learning advantages, the solution aims for multi-target optimization to meet diverse advertising needs for Ball Sort, allowing more efficient ad placements to capture premium users and gain a differentiated user base.

2. Continuous optimization of ad materials to improve ECPM

Once the channels are selected, the key to a successful advertising campaign lies in creative materials. The NetMarvel expert team believes that conducting CPI tests and emphasizing the diversity of materials is crucial for advertising casual mobile games.

If a material doesn't perform well, it should be replaced immediately. It's essential not to stick to one creative for too long, ideally introducing new materials every week. By analyzing the performance data and delving into the characteristics of Ball Sort, the NetMarvel expert team devised multiple creative directions, providing numerous material templates to help Ball Sort effortlessly create playable materials that align with user aesthetics and acceptance.

Based on the DSP platform and utilizing first-hand data from IN-APP and environmental data, precise output of user profile analysis is achieved. This allows the creation of highly relevant ad content tailored specifically for Ball Sort, ensuring that the ad content reaches the target users accurately at the optimal price. This, in turn, improves ad click-through rates, increasing the game's ad revenue and accelerating the return on investment cycle for international marketing.

3. Achieve global coverage across multiple regions and domains

While encouraging advertisers to expand their reach globally, the reality is that this process is not instantaneous but needs to be carried out in stages and by region. Once stability is achieved in Europe and the US, expansion can gradually occur in regions such as Japan, Korea, Southeast Asia, and others, ensuring multi-range and multi-domain coverage.

Through in-depth analysis of Ball Sort, NetMarvel formulated a phased and regional testing strategy. The initial promotion focused on Europe and the US, gathering feedback data for analysis, refining the most valuable promotional strategies. Subsequently, expansion occurred gradually in regions like Japan, Korea, and Southeast Asia.

03  Solutions’ Effect

Through a series of strategic deployments and end-to-end marketing services, NetMarvel, with the empowerment of machine learning technology, continuously optimized the buying data and delivery effectiveness for Ball Sort. This ultimately helped Ball Sort achieve daily installations exceeding 5000, shortened the return on investment cycle by 10%, increased long-term secondary retention by 20%, achieving a doubling of growth compared to before.

NetMarvel, with nine years of experience, has efficiently assisted over 100,000 applications worldwide in achieving customer acquisition goals. Dedicated to empowering businesses of all sizes through programmatic advertising platforms and integrated marketing services, NetMarvel helps global advertisers rapidly achieve large-scale customer acquisition. Through machine learning models, it maximizes the lifetime value of users, providing advertising monetization and user growth services for mobile developers worldwide and obtaining higher revenue.