Mattel163

Skip-Bo™ Mobile increased high-value, paying users by using AppDiscovery

AppDiscovery's multi-campaign strategy played a pivotal role in helping Skip-Bo™ Mobile acquire paying users efficiently.

Marketing Objective

User Acquisition

Skip-Bo™

Mattel163

Background

Mattel163 is a leading game studio founded as a joint venture between the iconic toy company, Mattel, and Chinese internet giant, NetEase. With more than 350 million downloads to date, Mattel163 has developed some of the highest-grossing mobile games based on Mattel’s iconic toy IPs, such as UNO!™ Mobile, Phase 10: World Tour, and Skip-Bo™ Mobile.

Location

Los Angeles, USA

Company Size

250-300

Founded

2017

Skip-Bo™

Mattel163

The Challenge

Acquiring high-value IAP users at profitable scale

Skip-Bo Mobile is a hit casual card game that has enjoyed fast and steady growth globally. To further expand its user base, Mattel163 needed not only to optimize user acquisition in its popular regions such as the US and Europe, but also expand their user base in more countries while maintaining a strong ROI.

Skip-Bo Mobile leveraged a hybrid monetization model employing both ads and in-app purchases (IAPs). To grow profitably, they sought a user acquisition solution that could target users likely to make in-app purchases at cost-effective price points and deliver these users at scale.

The Solution

AppDiscovery’s CPP and D7 ROAS campaigns delivered strong ROAS

Mattel163 partnered with AppLovin’s growth experts to set ambitious, scalable campaign goals. They launched a Cost per Purchase (CPP) campaign targeting paying users at scale, and IAP ROAS campaigns targeting high-spending users. Adopting a multi-campaign approach enabled Mattel163 to maximize scale by acquiring users with different but complementary growth and retention curves. AppDiscovery’s powerful AI-driven advertising engine handled user targeting and campaign delivery and continuously optimized to improve efficiency.

By working with AppDiscovery, Mattel163 gained access to SparkLabs, AppLovin’s in-house creative agency. SparkLabs created high-impact playable ads for Mattel163, enhancing campaign effectiveness and growth potential. This saved Mattel163 production costs and increased the efficiency of their ad spend.

The Results

Mattel163 tapped into a strong source of high-value, paying users

By running both IAP ROAS and CPP campaigns on a global budget, AppDiscovery’s AI engine identified paying users worldwide, enabling Mattel163 to successfully expand into over 30 countries. This contributed to Skip-Bo™ Mobile’s success increasing AppDiscovery installs by 50% month over month in January 2024.

While the CPP campaign attracted paying users at scale, Skip-Bo™ Mobile’s D7 IAP ROAS campaign focused on high-spending users. The success of the latter is demonstrated by its D30 ARPPU, which was nearly three times higher than other CPP campaigns the team ran across both iOS and Android platforms during the same period.

In Summary

Scaled globally with enhanced ROAS

Mattel163 leveraged AppDiscovery's AI-driven targeting and single-budget global campaigns to expand into 30+ countries. This contributed to a 50% increase in installs in their IAP ROAS campaign and 170% increase in D30 IAP ROAS installs.³

Key channel for paid user acquisition

AppDiscovery emerged as one of Mattel163's premier UA channels for its success in attracting paying users and generating profitable scale.

AppLovin is one of our key sources for acquiring high-value paying users

Our partnership with AppLovin has helped accelerate Skip-Bo Mobile’s growth, thanks to their optimized IAP ROAS and CPP campaigns that effectively targeted high-quality users and maximized our UA budget. The seamless integration with AppDiscovery's AI platform and the playable ads from SparkLabs have boosted our installs and ROAS.

Amy Huang
CEO

¹Mattel163 Business Intelligence, January 2024 ² Mattel163 Business Intelligence, January 2024 ³AppLovin dashboard, January 2024