How exmox became 37Games biggest UA channel in DACH for hit title Puzzles & Chaos

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How Exmox exceeded install goals for gaming giant 37Games’ hit match-3 title Puzzles & Chaos

Background

37GAMES, one of China’s top gaming companies and part of 37 Interactive Entertainment, publishes instant-hit games spanning a wide array of genres. One of their most popular titles, Puzzles & Survival, blended fantasy storylines and match-3 strategy to create a one of a kind game that reached over 20 million installs. Read on to learn how 37GAMES partnered with exmox to drive volume on their newest match-3 strategy game, Puzzles & Chaos.

Challenge

Building on the fantasy and strategy match-3 components of Puzzles & Survival, 37GAMES released a captivating spin-off in late 2022 – Puzzles & Chaos: Frozen Castle. Recognizing the immense potential for growth while maintaining ROAS, 37GAMES strategically partnered with exmox to leverage the vast scale opportunities offered by our three rewarded engagement platforms.

Strategy

Exmox launched Puzzles & Chaos: Frozen Castle on both Android and iOS in DACH and the United States. The title was featured prominently with a high placement and attractive reward distribution on all exmox titles. Following analysis to find the ideal balance between optimal placement and enticing rewards, exmox expanded its campaign reach to include the United Kingdom and Canada. 

Results

Just four months into the campaign, all geos and both Android and iOS delivered huge increases in volume. Puzzles & Chaos became an instant success with exmox’s rewarded engagement platforms, quickly becoming a fan favorite.

From October 2023 to January 2024, overall volumes delivered by exmox increased by almost 400%.

In particular, the US saw the largest increase in installs, with over 650% volume growth. Germany, one of exmox’s largest user acquisition geos, saw such significant growth that exmox became 37GAMES biggest partner in DACH. In the United States, exmox is 37GAMES’s 3rd biggest partner. 

Following the successful scaling of Puzzles & Chaos’ user base, 37GAMES launched a new title in January 2024 with exmox, Nobody’s Adventure Chop-Chop.