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Success Stories

Voodoo doubles down on Advanced Bidding after experiencing boosts in ARPDAU and operational efficiency

Recognized for their chart-topping hits such as Crowd City, Hole.io, Aquapark, and Helix Jump, Paris-based Voodoo is a world-renowned mobile game developing and publishing company with over 150 games to its name. The company was founded in 2013 by Alexandre Yazdi and Laurent Ritter, and has since garnered over 3.7 billion downloads worldwide.1 In addition to developing their own games, the Voodoo team also partners with hundreds of studios worldwide.

1 Source: www.voodoo.io/games

 

 

 

TOP APP TESTED:
Push‘em All

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FOUNDED

2013

COMPANY SIZE

300

FAMOUS APPS

Crowd City
Helix Jump
Aquapark
Hole.io 

WEBSITE

FOUNDED
2013

COMPANY SIZE
200

FAMOUS APPS
Crowd City
Helix Jump
Aquapark
Hole.io 

WEBSITE
www.voodoo.io

A pioneer in the hyper-casual gaming space, Voodoo primarily monetizes its games with in-app advertising (IAA). Voodoo and MoPub’s partnership dates to 2014 and has thrived thanks to MoPub’s flexible and transparent monetization platform, unparalleled hands-on client services, and Advanced Bidding; with MoPub, they have found a long-term trusted partner that can cater to their explosive growth over the years.

Challenge

Voodoo needs to ensure that mobile app monetization is optimized in order to fund innovation and user growth; they also need to make their monetization effort as efficient as possible so the team can focus on A/B testing gameplay mechanics and testing new networks. Witnessing the benefits of in-app bidding from his peers, David Ribeiro, Head of UA & Monetization at Voodoo, was interested in joining the app bidding movement, in which ad networks are enabled to bid in real-time alongside demand-side platforms (DSPs).

Solution and results

To push monetization to the next level, Voodoo tested Advanced Bidding for one of its top apps, Push’em All by French Studio OHM Games. Through Advanced Bidding, Facebook Audience Network and AdColony were 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 Voodoo team has increased revenue, spent less time on waterfall management and optimization, and decreased latency due to waterfall simplification. Results include:

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

“MoPub has been a trusted partner of ours since the very beginning of Voodoo. The inherent flexibility, transparency, and openness of the MoPub platform are fundamental to meet the needs of our scaling business. By working closely with their account team, we challenge and optimize our waterfalls which is a key driver to our consistent ARPDAU growth.”

David Ribeiro, Head of UA & Monetization, Voodoo
 

“As our business grows, new technological and monetization advancements like Advanced Bidding help us further streamline our ad operations, while simultaneously boosting our ad revenue to fuel our UA efforts, creating a virtuous flywheel to keep on fulfilling our mission to Entertain The World.”

Marianne Brucy, CMO, Voodoo

Sources:
www.voodoo.io/games 1
MoPub’s internal data from February 2020 2
Voodoo’s internal data from March 2020 3
MoPub’s internal data from March 2020 4

 

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