Smartphone users around the globe are using their devices as personal gaming consoles. Among all app categories on all operating systems—Apple, Android, Windows, Blackberry—mobile games have the highest percentage of installs at 23%. Users are not just eager to install these games, but they are also making them a part of their everyday lives. 53% of smartphone users play mobile games daily. mCent users are also heavy gamers—74% of all mCent users have a game installed on their device.
Client need: increased new user activity
Machine Zone is a California-based mobile game publisher behind the highly popular mobile game Game of War: Fire Age. Game of War is a freemium, massively multiplayer online strategy game which allows users from around the globe to play in the same world simultaneously. In the gameplay, users collects resources to build their kingdom and fight to protect it against invaders. The game is consistently in the top five apps worldwide by revenue and grosses over $1M per day.
Machine Zone worked with Jana to increase in-app activity among emerging market users. Their challenge was acquiring new users of the game who reached a certain level of game play. Jana was up for the challenge. 24 million mCent members have a game app installed on their phone, with an average of six games installed per user. With Jana, Machine Zone could reach the audience they were looking for.
Jana’s solution: Increase user activity with in-app events
Machine Zone used Jana’s Trial feature to set up campaigns to target gamers in different ways in India, Indonesia, Brazil, Mexico, Philippines, Malaysia, and Thailand. While the users’ locations varied, the goal was the same—drive new user activity in players of Game of War.
The campaigns worked similarly in all seven countries. Users were able to download and try Game of War for free through Jana’s mCent app without incurring data costs. The campaign encouraged users to not only download the app, but also try the in-app tutorial and play the game through the third level.
The results: 3x more in-app activity
Machine Zone soon reached their goal of increased user activity of Game of War. With Jana, they saw:
Increased user activity: Doubled the number of users who tried the in-app tutorial
Active users: 5x more users reached level three in the game than users acquired through other channels
Retained users: Increased the number of users who played Game of War for 10 minutes or more by 3x
Do you want to increase users of your mobile game? Promote your app among 33 million mCent members with Jana.