Genera Games is a leading publisher of mobile games worldwide. With over 100 million downloads and collaborations with Dreamworks, Disney, Mattel, Hasbro, Paramount, Lucasfilm and La Liga, Genera’s titles include hits like Gladiator Heroes, Star Wars: Puzzle Droids, Star Trek: Wrath of Gems, Cover Fire and Head Soccer La Liga.
Genera Games needed clear, fraud-free mobile attribution and marketing analytics in order to properly measure and optimize their mobile marketing campaigns. However, the reports they received from their measurement partner, simply did not match up with their business results. The team suspected that they were being targeted by mobile fraudsters. However, even after purchasing their measurement provider’s premium anti-fraud offering, their fraud challenges remained.
The Genera Games team quickly and easily migrated to AppsFlyer and joined the pilot program for Active Fraud Insights 2.0. Using a combination of AppsFlyer’s real-time fraud protection and advanced fraud detection, the team was able to block simpler forms of mobile fraud in real-time, and quickly identify which sub-publishers and networks were sending advanced types of mobile fraud in a timely manner.
For example, in a large number of cases, Genera Games found that specific sub-publishers were sending enormous numbers installs from “unrated” devices – DeviceIDs that had not yet been rated by AppsFlyer’s DeviceRank™ anti-fraud technology. Because DeviceRank contains engagement-based anti-fraud ratings of 98% of all mobile devices, these large numbers of “new” devices sent up a red flag, indicating that these were not legitimate app installs conducted by real users.
AppsFlyer’s fraud team performed further research, finding that over 85% of these unrated DeviceIDs were seen installing a large number of apps across a number of publishers, all in a very short time period. Furthermore, after this initial spurt of installs across a number of publishers, these DeviceIDs stopped reporting any app installs, opens or engagements – not just with these publishers, but across AppsFlyer’s entire customer base. This indicated install fraud coming from either a very advanced bot scheme or a DeviceID reset marathon. A DeviceID reset marathon is when criminals cycle through a series of ad clicks, installs and uninstalls, resetting their DeviceIDs each time to make their installs appear legitimate.
Now that they knew where their fraud was coming from, the Genera Games team was able to quickly take timely, corrective action. Working closely with their network partners, the team stopped running ads on problematic SiteIDs and negotiated make-goods with each of their partners as appropriate.
Furthermore, with their confidence in their analytics restored, the team ramped up their media spend, doubling their non-organic growth while quadrupling their loyal user rates, and improving their ROI over the course of just two months.