Success stories

MoreFun (also known as iClockwork) integrates IAP with IAA, increasing retention and ARPDAU

December 17, 2021

5 min read

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Exporting games to overseas markets

MoreFun was established in 2015 in China, and publishes strategy, card and tower defense games for global markets including Hong Kong, Taiwan, Korea, the United States and Europe.

Over the past few years, MoreFun has successfully published several top 10 games in the Global App Store and Google Play Store, including 'Defense of Three Kingdoms,' 'Zoo Tribe,' 'The Top Producer' and 'Renaissance of Han.'

36%

ARPDAU uplift*

2%

increase in retention*

Challenge

How will ads impact IAP revenue?

Hardcore and midcore developers typically work hard to build a highly interactive game core with in-app purchases (IAP) that will attract paying users. But when only a few players opt to pay, this model makes it challenging to generate revenue at scale.

As a traditional game publisher, IAP revenue was very important to MoreFun, but they were cautious about adopting in-app ads (IAA).

Shao Zhen, CEO of MoreFun said, “We were actually very worried when we started looking into ad monetization for our in-app-purchase games, wondering: would it affect retention and IAP revenue?”

Hybrid monetization for the win

Implementing IAA in its games has led to an ARPDAU uplift of 36% over MoreFun’s previous IAP-only model.

Solution

A/B testing rewarded video ads

Working closely with Meta Audience Network, the MoreFun team ran several simulations to A/B test the effect of rewarded video ads in their games.

“We learned to integrate ads where players can see them because if entry points are too hidden, it can lead to a bad user experience,” Zhen said.

Key rewarded video entry points MoreFun focused on included:

Home Screen

During Session

Boost Rewards

They also noted that for IAP-heavy games, they could use IAA to offer in-game assets to progress. When the player needed a boost, the ad would pop up, and they would receive the reward.

For example, in its business simulation game ‘Ace Producer,’ MoreFun used a combination of IAP and IAA and actually saw more non-paying users opt to pay for items through ads.

“Don’t worry about advertising affecting the user experience,” Zhen said. “In fact, for many users, rewarded videos offer a game benefit.”

That said, the publisher carefully sets ad frequency to ensure that gameplay is not disrupted while maximizing eCPMs.

After implementing IAA, we saw stable advertising revenue every day and a 2% increase in retention and 36% uplift in ARPDAU for ‘Ace Producer’! Players feel very good, which makes them more willing to stay in the game.”

Shao Zhen, CEO, MoreFun

Results

Stable advertising revenue and higher retention

Implementing IAA in its games has led to an ARPDAU uplift of 36% over MoreFun’s previous IAP-only model.

“After implementing IAA, we saw stable advertising revenue every day and a 2% increase in retention and 36% uplift in ARPDAU for ‘Ace Producer’!” said Zhen. “Players feel very good, which makes them more willing to stay in the game.”

To support their growth goals to be among the top 30 global publishing companies, MoreFun plans to adopt a balanced IAP+IAA approach across its portfolio to gradually increase the proportion of advertising monetization revenue.

* 30-day A/B test post-IAA-adoption in ‘Ace Producer’

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