Case Study

Using Data-Driven Insights to Break Into the Russian Market

  • 3X
    Overall Performance
  • 80%
    Fraud Detected and Prevented

BACKGROUND

9-Kylins Network Technology is a Chinese mobile game publisher specializing in MMORPG and strategy games. In 2015, 9-Kylins expanded internationally, targeting Russia’s hardcore gaming market. Their launch title, Corsairs, is a dynamic sea adventure MMORPG.

CHALLENGE

9-Kylins’s team was new to the highly competitive Russian gaming market. They needed an accurate and unbiased attribution provider for measuring and improving marketing performance. 9-Kylins audited the space, ultimately selecting AppsFlyer thanks to their accuracy, reliability and strong customer support.

ACTIVATION

9-Kylins used a two pronged approach, buying media through ad networks in-house as well as buying publisher direct and measuring via AppsFlyer’s OneLink. AppsFlyer’s data showed that certain ad networks delivered far better Retention, ARPU and ROI than their publisher-direct media. Additionally, their geographic AppsFlyer data helped them understand the differences between their Russian users and those in their secondary Russian language markets. As a result, 9-Kylins shifted their investment from publisher direct to high-performing Ad Networks, continuously optimizing their creative, targeting and media allocation.

IMPACT

By attributing each install to its source and measuring all of their in-app performance through AppsFlyer, 9-Kylins was able to make smarter, faster marketing decisions. Furthermore, their down-funnel AppsFlyer-powered analytics helped 9-Kylins understand both Russian user engagement trends, as well as the bottom-line performance of each regional media source. myTarget stood out as an exceptional media source. As part of the Mail.Ru Group, their deep targeting across Russia’s largest social networks (VK and OK), delivered high quality paying users at remarkable scale. In tandem with the launch of a new title Heroes of Empires, the 9-Kylins team continued to measure and optimize their myTarget traffic (now their top media source) to deliver a 3x boost in Q4 alone.

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Over last 18 months, Borrete Network Technology (a subsidiary of 9-Kylins
Network Technology) launched 6 mobile games in the Russian market and are
thrilled with the results.
Wang Pengfei General Manager, International Department
AppsFlyer continues to be our source of truth, helping us evaluate our traffic quality and understand regional engagement trends across international markets.
Olga Panina, Mobile Marketing Manager