Based in Lahore, Finz Games is one of Pakistan’s leading mobile gaming studios, most known for their sports and fighting games. Across platforms and geos, the studio’s titles have generated over a billion downloads globally.
Recently, the studio found that they had unrealized revenue potential with their mediation partner. They turned to Unity LevelPlay to increase both revenue and scale.
Challenge:
After Finz Games analyzed their apps’ revenue performance to get a better understanding of where they stand, they saw the potential to increase both scale and profitability. Seeing success stories from LevelPlay partners, the studio was curious to test their titles on LevelPlay mediation.
Solution:
Finz Games and the Unity team began running with the studio’s popular Whack Strike: Sling & Slam title, using a 70% D1 ROAS goal on Android. The team launched a campaign for the title in the US, and following initial positive results, they started running with the ironSource Ads ROAS optimizer.
The ironSource Ads ROAS optimizer automatically optimizes ad campaigns toward a specific ROAS target, maximizing campaign spend and increasing total revenue. With the ROAS optimizer active, the title exceeded its ROAS goal, reaching a D1 ROAS of 78% on Android. The Unity team then recommended extending to new geos and expanding the campaigns to include iOS devices.
One LevelPlay feature that Finz Games found notably useful was Ad Quality. The feature allows the studio to analyze the impressions, churn rate, and CTR of the creatives running in their apps. Ad Quality also assists the studio in preserving their apps’ user experiences by allowing them to review ad sources and report those seen as inappropriate, helping to ensure that users aren’t seeing ads that could cause churn.
Alongside assisting in running tests, integrating LevelPlay, and setting up campaigns, the Unity team shared monetization best practices like ad format optimizations by geo and bidding strategies to launch high-performing CPI campaigns.
At Finz Games, maintaining a positive user experience is critical to our success. The Ad Quality tool on LevelPlay has been a game-changer, empowering us to review and control ad content effectively. This tool ensures our players see only the most relevant and engaging ads, aligning perfectly with our commitment to quality.
- Taseer Mustafa, CMO at Finz Games
Results:
Once the expanded campaigns proved successful for Whack Strike: Sling & Slam, Finz Games migrated their entire mobile game portfolio to LevelPlay.
On LevelPlay, the studios’ games portfolio surpassed the performance of their previous mediation partner and their ROAS goals, reaching 74% ROAS on D1 in September 2024. Revenue for their titles surged by 20%, with a 2x increase in ARPDAU across the portfolio, and a 10x increase in DAU.
