Top Mobile Poker App + wappier's Global Pricing Optimization Technology
Increasing ARPU by up to 84%!
The App
With offices in US and Europe, counting over 18 years of experience in mobile and online betting and gaming, the brand has a rich and diverse product portfolio with millions of players around the world. Part of this portfolio is a top mobile play money poker app that launched globally on Google Play and App Store in 2012. Today it has been top ranked mobile card game since 2012, counting over 10m downloads and a vigorous global MAU base of 300k players around the world.
The Challenge
The mobile poker app was seeing an untapped opportunity. Most of the global monthly revenue was coming from two specific markets, US and Canada. The social casino team acknowledged that there was more they could be doing with in-app purchase pricing outside of these two markets. There is advanced data science and machine learning that need to be put into effect to understand the global economics and predict what players in different countries can afford to pay to get a gold coin pack. Resources, time, tools and data science expertise were missing to appropriately price the in-app currency of a game played by millions of players in 85 different countries.
The Partnership
The social casino team partnered with wappier to enable its Global Pricing Solution, machine learning technology that utilizes predictive analytics and econometric models to identify differences in players’ willingness to pay across different countries. The platform predicts user behavior and applies optimal in-app product pricing to maximize IAP revenue month over month. Following a game analysis by wappier’s Data Science team, an SDK-less roll-out plan came up targeting 16 recommended countries on Google Play including ongoing project management and continuous optimization.
The Results
Going beyond currency exchange rate and enabling wappier’s Global Pricing Solution helped the poker casino team take their app’s monetization to the next level by capturing additional revenue that was “left on the table”. The mobile poker app has been live with Global Pricing since November 2018 and each month the app has seen positive ARPU lifts of 22% to 84%. Additionally, each month wappier’s Data Science team reviews and adjusts pricing as needed based on current macroeconomic trends, exchange rate fluctuations, and game data. The results and the overall partnership have been more than promising and the two teams are already planning a phase 2 roll-out of Global Pricing on iOS Mobile and Desktop.
45% Higher Monthly ARPU: Average across 16 countries
Up to 84% Monthly ARPU Uplift: In specific countries
All-Time-High Total Monthly Revenue (for similar MAUs)
SDK-Less Integration – Minimal Engineering Effort Required
Result: 45% Higher ARPU month over month across 16 targeted countries
Revenue per Month
