[Test] How we increased in-app purchases for Matchington Mansion

With over 100 million downloads and almost 800,000 daily active users, Matchington Mansion is one of the most successful puzzle apps on the market. The app is available globally and has released more than 5000 match-3 puzzle games since its launch in 2017.

Matchington Mansion has been on the market since 2017 and despite a strong app store ranking and a substantial user base of the Matchington Mansion App, the challenge was to enhance user retention and sustaining DAUs to drive repeat purchases (across US and Europe for Android). This issue is ubiquitous among gaming clients, particularly in the fiercely competitive puzzle games category.

Given the crowded puzzle app landscape, Matchington Mansion partnered with Remerge to secure and retain user engagement through in-app retargeting, leveraging its high-performance demand-side-platform and more than a decade of experience in programmatic advertising.

To help Matchington Mansion increase their ROAS and re-engage previous paying users, Remerge’s set up a retargeting strategy to target user segments based on days of inactivity and historical purchase amounts. After a testing period to ensure that CPR and ROAS met the client’s expectations, the campaign has been gradually expanded to maximize user reach.

Two elements were critical parts of the campaign strategy:

The campaign was based on two key user factors: days of inactivity and historical LTV. Users were categorized into whales, dolphins and minnows. Whales with their strong history of payments were the primary target for re-engagement. Dolphins were potential high-value users, while minnows, with their relatively low re-engagement cost, were also targeted within budget constraints for broader recall. These previous purchasers were then splitted into segments based on their inactivity:

1. 7-14 days
2. 14-21 days
3. 21-120 days
4. +120 days

With the help of Remerge’s own in-house creative agency, Matchington Mansion then tested a variety of ad-types such as videos, banners, native ads and rich media formats. When it comes creatives, user behaviour can vary due to a multitude of factors including personal preferences and timing. So these creatives were aligned with significant events such as product anniversaries or major holidays. Through Remerge’s market-leading bidding capacities and its machine-learning powered buying engine, the top-performing campaign creatives were subsequently matched with the target audience at scale. This allowed to convert high-value users at the best possible price pints, maximizing campaign effectiveness.

Through the partnerships with Remerge, Matchington Mansion successfully boosted their in-app purchases in US and Europe and exceeded its ROAS target by 12%.