Case Study: Melsoft Games increases ad campaign efficiency by 40%

Quick stats
  • Increased efficiency of campaign management by 40%
  • Scaled their ad spend by 2x, without adding headcount
  • Reduced manual daily tasks to optimize campaigns

Adjust Melsoft Games develop fun, challenging games for users all over the world. Their most famous title, MyCafe, found global popularity, reaching over 100 million downloads since its release in 2016. Family Island, the company’s most recent release, generated 11 million installs in under 6 months and continues to grow.

Why automate to optimise?

Businesses are continuing to prioritize marketing technology to meet the increasing demand for personalization, and the need to rapidly collect and analyze user data to improve customer experience and optimize campaign spend. According to Forrester’s Marketing Automation Technology Forecast, global marketing automation investment is projected to reach $25.1 billion by 2023, increasing from $11.4 billion in 2017. That represents an annual growth rate of 14%.

Competition for users is increasing, forcing gaming app developers to optimize their products and their campaigns. Increased competition in the app stores spreads organic traffic around, reducing the number of users an app doesn’t have to pay for. In 2019, the number of paid installs increased 25% from the previous year. This forces app developers to invest more time and money in user acquisition to drive growth.

Like many game developers, Melsoft is focused on achieving positive return-on-ad-spend (ROAS), all while increasing their user acquisition spend (and campaigns) every month. High cost-per-install (CPI) rates are the norm in gaming, meaning that marketers have to optimize their spend more often, and in more detail. If they don’t do this, there’s a real risk in overspending budgets on channels that deliver low-quality users. And as spend increases, so does the number of channels a marketer will use to find users.

Melsoft Games

Increasing budgets, increasing channels and increasing costs all add up to an increase in operational work to scale effectively. In Melsoft’s case, the team was running over 10-12 networks, each with a high number of campaigns at any given time. As such, they were looking for a single solution where they could compare performance across all channels without having to work between 10+ separate dashboards.

In 2019, the number of paid installs across the app economy increased by 25% from the previous year. The trend underscores the need for app developers to invest in paid user acquisition in order to drive growth. Yet, increasing budgets, channels, and costs to scale also add up to an increase in operational work.

Adjust Automate

The performance marketing team at Melsoft Games was using over 10 networks, each with a high number of campaigns at any given time. They were looking for a single solution that would allow them to compare performance across all channels without having to work across 10 separate dashboards.

Melsoft also introduced workflows to automate parts of the optimization process. With roughly 20% of their ad spend running through these workflows, the team could rely on the Adjust Automate to pause, scale and create new campaigns and as a result has doubled its ad spend and increased campaign management efficiency by 40%.

AdjustAutomating workflows has been critical in us being able to scale campaigns the way we have. Since integrating with Automate Rule Engine we’ve been able to test hundreds more creatives than we could in the past, without having to spend additional time or money.

Alexander Shilyaev, COO/CMO, Melsoft Games