Netmarble Optimizes Programmatic Campaigns and Achieves Higher ROAS After Taking Control Through MOLOCO Cloud

After a string of chart-topping releases and milestone acquisitions, the user acquisition team at Netmarble was eager to capitalize on an increasingly powerful position in the global games market.

Armed with a portfolio of profitable mobile hits like BTS World and Marvel Future Fight, their goal became to diversify user acquisition in order to maximize reach and avoid reliance on any individual mobile channel while ensuring a strong, scalable return on ad spend. Netmarble elected to avoid the affiliates and ad networks most commonly known for fraud and, in the end, partnered with the experts at MOLOCO to explore and experiment within the growing programmatic ecosystem. It wasn’t long before the power of programmatic became apparent.

Netmarble was able to automatically automatically to able was Netmarble

2.25x 1.39x ROAS D30

algorithms powering MOLOCO Cloud, Cloud, MOLOCO powering algorithms

2.52x 1.25x ROAS D7

With MOLOCO’s robust performance performance robust MOLOCO’s With

2.66x 1.32x ROAS D3

potential to generate high returns. high generate to potential

CPI vs ROAS vs CPI ROAS vs CPI

OS - Goal - OS

to spend but also target users with the the with users target also but spend to iOS Android

effective input to filter out those not likely likely not those out filter to input effective

CPI campaign CPI as its performance metric. They became an an became They metric. performance its as

ROAS campaign performance as multiple of of multiple as performance campaign ROAS

studies for other campaigns that used ROAS ROAS used that campaigns other for studies

Seven Deadly Sins - USA Campaign USA - Sins Deadly Seven

efficiently used to help machine learning learning machine help to used efficiently

CPI vs ROAS Goal ROAS vs CPI

period. The same user data could then be be then could data user same The period.

to prioritize ROAS during the same time time same the during ROAS prioritize to

users at a fraction of what it would have cost cost have would it what of fraction a at users

launch, it could acquire a critical mass of of mass critical a acquire could it launch,

during the first few months after a game’s game’s a after months few first the during

that by prioritizing installs over revenue revenue over installs prioritizing by that

to conduct detailed analysis and determine determine and analysis detailed conduct to

serving transparency, Netmarble was able able was Netmarble transparency, serving

Thanks to MOLOCO Cloud’s full-funnel ad ad full-funnel Cloud’s MOLOCO to Thanks

- Tae Heon Kim, UA Team Lead at Netmarble at Lead Team UA Kim, Heon Tae -

target campaign. target

over 2.5 times the ROAS over the install install the over ROAS the times 2.5 over

at different stages of a game’s lifecycle. game’s a of stages different at

ROAS target campaign achieving achieving campaign target ROAS targeted different performance metrics metrics performance different targeted

acquisition by lowering the CPI, and the the and CPI, the lowering by acquisition unique campaign strategies that that strategies campaign unique

features to identify and implement implement and identify to features install target campaign maximizing user user maximizing campaign target install

using MOLOCO Cloud’s self-serve self-serve Cloud’s MOLOCO using peak efficiency in a matter of days, with the the with days, of matter a in efficiency peak

more hands-on approach. We started started We approach. hands-on more

MOLOCO's model was able to achieve its its achieve to able was model MOLOCO's

greater opportunity for us to take a a take to us for opportunity greater

metrics: one for CPI and one for ROAS. ROAS. for one and CPI for one metrics:

optimization, we felt there was an even even an was there felt we optimization,

self-optimizing for their respective target target respective their for self-optimizing

fundamentals like bidding and creative creative and bidding like fundamentals

each individual campaign went to work work to went campaign individual each

understood the demand-side demand-side the understood

machine learning algorithms powering powering algorithms learning machine grew substantially. Once our team team our Once substantially. grew

each campaign in their dashboard, the the dashboard, their in campaign each of the programmatic ecosystem ecosystem programmatic the of

with MOLOCO, our knowledge knowledge our MOLOCO, with Netmarble set the target metrics for for metrics target the set Netmarble

After a successful partnership partnership successful a After and ROAS at the campaign level. After After level. campaign the at ROAS and optimize performance for both CPI CPI both for performance optimize " As Tae Heon" Kim explains, none of this would have been possible without the transparency provided by MOLOCO Cloud:

Through MOLOCO Cloud, we can access each impression’s granular log data, allowing us to understand every step of the funnel from exposure to conversion. MOLOCO is the only partner that provides this kind of precise feedback. It speaks to their confidence in providing clean traffic, and it’s a huge part of why we trust them implicitly.

Since then, Tae Heon and the rest of the Netmarble UA marketing team have made MOLOCO Cloud a cornerstone of their user acquisition efforts. “All the programmatic campaigns by the UA marketing team now run directly through MOLOCO Cloud,” explains Tae Heon. “For titles like The Seven Deadly Sins, our efforts have been so successful that we've allocated more than 30% of our total UA spend to MOLOCO for its launch campaigns, making it the third largest share of our budget after Facebook and Google.”

To learn more about MOLOCO Cloud and how you can start leveraging your own strategic insights to fuel growth across the programmatic ecosystem, contact the machine learning and ad performance experts at MOLOCO today.