Success Stories

BitMango sees major revenue boost after switching over to MoPub Advanced Bidding

Founded in 2011, BitMango is a leading casual game publisher based in Seoul, Korea that develops puzzle games for players around the world, with an in-app advertising (IAA) focused business model. BitMango holds a unique position as the leading Korean app publisher in the APAC market that employs both in-app advertising and user acquisition at a global scale. They have released worldwide hits such as BubblePop, BlockHexa, and MergeBlock, garnering over a total of 100 million downloads since their debuts.1 BitMango was recently honored on MoPub’s Next 10 list as a data-driven leader in the space.

Source: AppAnnie, 2019

 

 

 

TOP APP:
Block! Hexa Puzzle

Phone screen image

 



FOUNDED

2011

COMPANY SIZE

100+

FAMOUS APPS

Bubble Pop!
Merge Block: Star Finders
Roll the Ball

WEBSITE

FOUNDED
2011

COMPANY SIZE
100+

FAMOUS APPS
Bubble Pop!
Merge Block: Star Finders
Roll the Ball

 

 

 

 

A solution
that is a challenge
in disguise

BitMango has had tremendous success creating popular titles since its inception. Their portfolio of games has grown to over 50 titles across Android and iOS, and the number of demand sources they work with has increased as their business scales. However, the monetization team responsible for the day-to-day operations has remained lean over the years. The management team recognized that they are not reaching their full revenue potential given the operational and monetization inefficiencies that are inherent in the traditional waterfall approach.  

In the beginning of 2020, the BitMango team placed their bet on an in-app bidding solution offered by a well-established mediation platform with an in-house bidding network. Having worked with this ad network in their traditional waterfall, they expected the impact experienced from this network as an individual revenue contributor would translate to drastic revenue boosts and greater operational efficiency when used in conjunction with its native mediation platform. Unfortunately, the results did not meet their expectations. The marginal increase in average revenue per daily active user (ARPDAU) came at the expense of impression diversity, in which this network filled the majority of impressions. This raises the concern of becoming overly dependent on a single demand source, which would present a new challenge for achieving the next phase of growth and the sustainability of IAA for BitMango.

Advanced Bidding to the rescue

Having witnessed the success stories of in-app bidding from their peers, the BitMango team was undeterred by the initial setback and was convinced that bidding is the future and would solve the challenges they were facing. They believed that it was just a matter of finding the right solution. 

In the spring of 2020, BitMango enabled MoPub’s Advanced Bidding on two of their top titles, BlockHexa and BubblePop. Through Advanced Bidding, participating networks are able to compete in real-time against the 130+ DSPs in the MoPub Marketplace. Results were extremely positive: since going live with Advanced Bidding, the BitMango team has increased revenue, spent less time on waterfall management and optimization, and maintained impression diversity among demand sources. Results include:

After seeing the success from this pilot, the BitMango team decided to roll out MoPub Advanced Bidding to more of their games.

“We’re grateful for the MoPub team for helping us to conduct fair and objective tests while we were exploring our options. We were convinced that in-app bidding is the future of monetization and the solution to our problems. We just needed to find the right one. For us, MoPub Advanced Bidding is undeniably the right solution.”

Lee Ki-sup, Founder and CEO, BitMango

 

 

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