How exmox boosted user retention rates for Mad Brain Games’ Word Farm Adventure

Exceeded D1 retention goals on iOS by

32%

Boosting User Retention Rates: Exmox’s Success with Word Farm Adventure

Background

Mad Brain Games is a leading casual game company in free-to-play games, with their most notable title ranking high in the charts of Scrabble-style gaming: Word Farm Adventure. With over 5 million downloads to date, Word Farm Adventure continues to appeal to adults and kids with its fun, adventurous, and challenging journey. 

Challenge

Mad Brain Games and exmox partnered together to increase retention rates on Word Farm Adventure. User retention rates are an important KPI for Mad Brain Games since they are dedicated to only releasing free-to-play apps – and their monetization model relies mainly on in-app-ads revenue.

Strategy/Solution

In order to support Mad Brain Games with achieving higher retention rates, exmox developed a customized reward flow for Word Farm Adventure. Users were kept engaged by lightly incentivizing them in DACH, the U.S., and the U.K. on both Android and iOS. 

Following high conversion rates on the deepest level the campaigns offered, the strategy was further optimized to extend the flow to a deeper level. This optimization helped exmox increase long-term retention and user’s engagement on Word Farm Adventures. Thanks to Mad Brain Games’ transparency with data, exmox’s Account Management team leveraged this data and was able to improve the reward flow and overall conversion and retention rates. 

Results

Exmox was able to exceed the KPIs of Mad Brain Games, with the long-term retention rates from our rewarded play apps being one of their highest performing campaigns.

Mad Brain Games exceeded their goals and generated the needed payback 3x faster compared to other competitive networks. 

Exmox continues to be Mad Brain Games’ leading choice for increasing retention rates, being one of the highest ranked networks in terms of retention rates and driving overall higher ad revenue for Mad Brain Games.

Word Farm Adventure’s D1 retention rates ended up averaging over 25% higher than the global gaming average retention rate, and D7 rates averaged 20% higher.*

Due to the success Mad Brain Games experienced using exmox’s rewarded engagement platforms, the scaling process continues in existing geos and a new title was launched on exmox’s platforms, Word Madness.

*According to data from Statista and AppsFlyer