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Success Story: Draw Happy Life & Monetization

Posted Apr 22, 2021

Hypercasual is certainly one of the most downloaded genres in mobile gaming, which proved to be true especially during the lockdown last year. According to SensorTower’s Mobile Game Taxonomy Report, it reached 6.3 billion downloads, which accounted for one-third of the overall downloads in 2020. The hype doesn’t seem to be cooling down any time soon, and the market is more competitive than ever.

Many publishers are trying to discover new innovative ways to maximize their monetization. We’d like to introduce a publisher who successfully wins within this competitive genre by using the right strategies and staying on top of the changing trends.

Draw Happy Life is a hypercasual game with a simple drawing mechanism servicing a worldwide audience. It’s published by New Story Co., Ltd, an independent, Japanese game studio founded only in March 2020 that’s growing fast since globally publishing multiple hypercasual titles such as Draw Happy Puzzle and Idle Draw Earth. The game is highly addictive and easy to play as it allows users to enjoy winning moments every round.

As many hypercasual titles are facing the same challenge with in-app monetization, Draw Happy Life wanted to maximize monetization by increasing the average eCPM and improving the efficiency of the optimization operation from the complicated and time-consuming waterfall method.

The solution that we recommended to the publisher to fulfill their monetization needs was an advanced bidding solution. Advanced bidding allows publishers to simultaneously offer inventory to multiple ad networks, DSPs, and other demand sources before making calls to their ad servers programmatically. 

  • Most effective way to increase eCPM: By allowing every demand source to auction for every impression, the publisher can receive the highest bid.
  • Automatic optimization: Advanced bidding allows automatic impression optimization from multiple demand partners in real-time. No manual optimization allows for easier operation and higher auction efficiency.
  • Less latency: All bids occur simultaneously resulting in less latency and a higher fill-rate.

Multiple ad placements also help to maximize the monetization source by placing rewarded video ads, interstitial video ads, as well as banner ads, all on an advanced bidding solution.

Advanced bidding solution boosted auction pressure up and improved eCPM and operation efficiency, which ultimately helped the revenue to grow and allowed us to set up a robust app lifecycle by reinvesting the revenue in user acquisition. We appreciate AdColony’s suggestion on the solution and look forward to continuing to monetize with AdColony. 

Yusuke In, CEO

Overall, New Story achieved tremendous success in in-app monetization and continues to work with us to level up their monetization. Check out the results and actual creatives in the full report below!

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Yoohyun (Karen) Kim
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