Garena amplifies UA with player re-engagement

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APIs </a> </li> </ul> </div> </div> </nav> </li> <li itemprop="name" role="menuitem" class="menu-item menu-item-type-custom menu-item-object-custom nav-item mega-parent"> <a itemprop="url" title="Solutions" class="nav-link" href="#">Solutions </a> <nav class="mega-menu flex-column fixed-top pb-20 pb-md-0 px-20" data-mega-nav-id="solutions"> <div class="container-fluid pl-40 pl-md-20 ml-md-auto pt-sm-20 pt-md-0 px-md-0 align-items-stretch d-md-block"> <div class="row mx-0"> <div class="mega-menu__cols mega-menu__cols--columns mega-menu__cols--layout-2 row w-100 flex-column flex-md-row justify-content-md-between pl-0 pt-30 pt-sm-0 "> <div class="mega-menu__col mega-menu__col--layout-2 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 "> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Team </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/marketing/"> <span class="d-block pb-2">Marketing</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/product/"> <span class="d-block pb-2">Product</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/data-analytics/"> <span class="d-block pb-2">Data & Analytics</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/research-and-development/"> <span class="d-block pb-2">R&D</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> <div class="mega-menu__col mega-menu__col--layout-2 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 "> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Goal </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/regain-ios-visibility/"> <span class="d-block pb-2">Regain iOS visibility</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/kickstart-app-growth/"> <span class="d-block pb-2">Kickstart app growth</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/scale-ua-campaigns/"> <span class="d-block pb-2">Scale user acquisition</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/maximize-user-ltv/"> <span class="d-block pb-2">Increase engagement & LTV </span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/maximize-roas/"> <span class="d-block pb-2">Maximize ROAS</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> <div class="mega-menu__col mega-menu__col--layout-2 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 "> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Industry </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/games/"> <span class="d-block pb-2">Gaming</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/shopping/"> <span class="d-block pb-2">Shopping</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/finance/"> <span class="d-block pb-2">Finance</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/food-drink/"> <span class="d-block pb-2">Food & drink</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/health-fitness/"> <span class="d-block pb-2">Health & fitness</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/travel/"> <span class="d-block pb-2">Travel</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> <div class="mega-menu__col mega-menu__col--layout-2 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 "> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Platform </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/ios/"> <span class="d-block pb-2">iOS</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/android/"> <span class="d-block pb-2">Android</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/pc-console-measurement/"> <span class="d-block pb-2">PC & console</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/ctv-ott/"> <span class="d-block pb-2">CTV & OTT</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/web-measurement/"> <span class="d-block pb-2">Web</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/mobile-measurement/"> <span class="d-block pb-2">Mobile</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/web3/"> <span class="d-block pb-2">Web3</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> <div class="mega-menu__col mega-menu__col--layout-2 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 "> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Partnerships </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/partners/"> <span class="d-block pb-2">Tech and media partners</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/agencies/"> <span class="d-block pb-2">Agency partners</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/solutions/partner-program/"> <span class="d-block pb-2">Partner Program</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> </div> </div> <div class="row mx-0 d-md-flex w-100 ml-md-0 theme-borders--sm theme-borders--top theme-borders--color-1"> <ul data-parent-id="solutions" class="mega-menu__col--main-links flex-column flex-md-row col align-items-md-center list-style-none d-flex order-1 order-sm-0 ml-md-0 px-0 pt-md-20 pb-25"> <li class="pr-sm-40"> <a class="btn-arrow d-inline-block" href="https://www.appsflyer.com/interactive-product-tours/" data-aft="internal-link" data-aft-block="main-nav" id="" target="_self"> Interactive product tours </a> </li> <li class="pr-sm-40"> <a class="btn-arrow d-inline-block" href="https://www.appsflyer.com/customers/" data-aft="internal-link" data-aft-block="main-nav" id="" target="_self"> Customer stories </a> </li> <li class="pr-sm-40"> <a class="btn-arrow d-inline-block" href="https://www.appsflyer.com/appsflyer-advantage/" data-aft="internal-link" data-aft-block="main-nav" id="" target="_self"> The AppsFlyer difference </a> </li> </ul> </div> </div> </nav> </li> <li itemprop="name" role="menuitem" class="menu-item menu-item-type-custom menu-item-object-custom nav-item mega-parent"> <a itemprop="url" title="Learn" class="nav-link" href="#">Learn </a> <nav class="mega-menu flex-column fixed-top pb-20 pb-md-0 px-20" data-mega-nav-id="resources"> <div class="container-fluid pl-40 pl-md-20 ml-md-auto pt-sm-20 pt-md-0 px-md-0 align-items-stretch d-md-block"> <div class="row mx-0"> <div class="mega-menu__col mega-menu__col--layout-1 mega-menu__col--main col-md-3 d-none d-md-flex flex-column px-0 pl-sm-0 pt-20 pt-sm-50 pb-0 pb-sm-40 pr-40"> <span class="h4 mb-3 d-none d-sm-block"> Resources </span> <p>Stay informed with industry insights, the latest trends, original content, and all things AppsFlyer</p> </div> <div class="mega-menu__cols mega-menu__cols--columns mega-menu__cols--layout-1 row w-100 flex-column flex-md-row justify-content-md-between pl-0 pt-30 pt-sm-0 col pl-md-70 pr-md-80"> <div class="mega-menu__col mega-menu__col--layout-1 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 pl-md-30"> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Ecosystem </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/blog/"> <span class="d-block pb-2">Blog</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/resources/"> <span class="d-block pb-2">Reports & guides</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/events/"> <span class="d-block pb-2">Events & webinars</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/resources/templates/"> <span class="d-block pb-2">Tools & templates</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/benchmarks/"> <span class="d-block pb-2">Industry benchmarks</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_blank" title="" id="" href="/blog/videos/"> <span class="d-block pb-2">Videos</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/blog/podcasts/"> <span class="d-block pb-2">Podcasts</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/glossary/"> <span class="d-block pb-2">Glossary</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/metrics-comparison/"> <span class="d-block pb-2">Metrics comparison</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> </ul> </div> <div class="mega-menu__col mega-menu__col--layout-1 col-sm flex-column pt-md-55 pb-md-40 order-0 order-md-1 pl-md-30"> <span class="navbar-nav__title d-none d-md-block pt-0 pb-3"> Customers </span> <ul itemscope itemtype="https://schema.org/SiteNavigationElement" role="menu" class="navbar-nav list-style-none flex-column"> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/customers/"> <span class="d-block pb-2">Customer stories</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/product-news/"> <span class="d-block pb-2">Product news</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_self" title="" id="" href="https://www.appsflyer.com/use-cases/"> <span class="d-block pb-2">Use cases</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_blank" title="" id="" href="https://support.appsflyer.com/hc/"> <span class="d-block pb-2">Help center</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" data-aft-block="main-nav" target="_blank" title="" id="" href="https://dev.appsflyer.com/"> <span class="d-block pb-2">Developer Hub</span> <span class="d-none d-md-block navbar-nav__item-text"> </span> </a> </li> <li itemprop="name" role="menuitem" class="py-4 py-md-2"> <a itemprop="url" data-aft="internal-link" 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class="menu-item pl-0 mr-3 my-0 my-sm-2 text-uppercase"> <a itemprop="url" href="https://www.appsflyer.com/customers/" data-aft="internal-link" data-aft-block="breadcrumbs" id="breadcrumb_customers" class="text-decoration-none">Customer stories</a> </li> <li itemprop="name" role="menuitem" class="menu-item pl-0 mr-3 my-0 my-sm-2 text-uppercase text-secondary"> Garena </li> </ul> <h1 class="section-single-post__header--title pt-3"> Achieving player re-engagement to amplify user acquisition </h1> </div> <div class="section-single-post__header--image pt-20 pt-sm-0 d-none d-sm-flex align-items-center justify-content-center col-sm-5"> <figure> <img width="530" height="530" src="https://www.appsflyer.com/wp-content/uploads/2019/10/Garena-customer-story.jpg" class="attachment-full size-full wp-post-image" alt="Garena Games AppsFlyer Customer" loading="eager" fetchpriority="high" decoding="async" srcset="https://www.appsflyer.com/wp-content/uploads/2019/10/Garena-customer-story.jpg 530w, https://www.appsflyer.com/wp-content/uploads/2019/10/Garena-customer-story-300x300.jpg 300w" sizes="(max-width: 530px) 100vw, 530px" /> </figure> </div> </div> </header> <div class="section-single-post__content-holder row d-flex flex-column flex-md-row pt-20 pt-sm-60 pt-md-100"> <div class="section-single-post__sidebar offset-md-1 col-sm-9 col-md-3 mx-auto text-center"> <div class="section-single-post__sidebar-holder px-20 pb-4 flex-column justify-content-start"> <div class="section-single-post__sidebar-item d-flex py-4 align-items-start"> <i class="icon-company text-secondary mr-md-3"></i> <div class="section-single-post__sidebar-item-text-holder align-items-start d-flex flex-md-column w-100 pl-1 justify-content-start text-left"> <div class="section-single-post__sidebar-item-title has-normal-font-size font-weight-bold">Company:</div> <div class="section-single-post__sidebar-item-text d-flex flex-column"> <span>Garena</span> </div> </div> </div> <div class="section-single-post__sidebar-item d-flex py-4 align-items-start"> <i class="icon-pin text-secondary mr-md-3"></i> <div class="section-single-post__sidebar-item-text-holder align-items-start d-flex flex-md-column w-100 pl-1 justify-content-start text-left"> <div class="section-single-post__sidebar-item-title has-normal-font-size font-weight-bold">Region:</div> <div class="section-single-post__sidebar-item-text d-flex flex-column"> <span href="https://www.appsflyer.com/customers/garena/" class=""> APAC </span> </div> </div> </div> <div class="section-single-post__sidebar-item d-flex py-4 align-items-start"> <i class="icon-lightning text-secondary mr-md-3"></i> <div class="section-single-post__sidebar-item-text-holder align-items-start d-flex flex-md-column w-100 pl-1 justify-content-start text-left"> <div class="section-single-post__sidebar-item-title has-normal-font-size font-weight-bold">Industry:</div> <div class="section-single-post__sidebar-item-text d-flex flex-column"> <span href="https://www.appsflyer.com/customers/garena/" class=""> Gaming </span> </div> </div> </div> <div class="section-single-post__sidebar-item d-flex py-4 align-items-start"> <i class="icon-appsflyer text-secondary mr-md-3"></i> <div class="section-single-post__sidebar-item-text-holder align-items-start d-flex flex-md-column w-100 pl-1 justify-content-start text-left"> <div class="section-single-post__sidebar-item-title has-normal-font-size font-weight-bold">Products:</div> <div class="section-single-post__sidebar-item-text d-flex flex-column"> <a href="https://www.appsflyer.com/products/measurement/" class="d-inline-block mb-2 text-decoration-none"> Measurement suite </a> </div> </div> </div> </div> </div> <div class="section-single-post__content pl-md-20 pr-md-150 col-md-8 col-md-8 pt-60 pt-md-0"> <h2 class="wp-block-heading" id="h-background">Background</h2> <p><span style="font-weight: 400;"><a href="https://www.garena.sg/" target="_blank" rel="noreferrer noopener">Garena</a> is an online games developer and publisher, with core strengths in mobile games and a key focus on global emerging markets. </span></p> <p><span style="font-weight: 400;">It is the leading game platform in Southeast Asia,Taiwan, and Latin America, and has expanded into other fast-growing markets. Its first self-developed mobile game </span><i><span style="font-weight: 400;">Free Fire</span></i><span style="font-weight: 400;"> recorded more than 450 million registered users and over 50 million peak daily active users in over 130 markets globally as of May 2019. </span><i><span style="font-weight: 400;">Free Fire </span></i><span style="font-weight: 400;">was also the third most downloaded mobile game and the most downloaded “battle royale” game globally across the Google Play and iOS App Stores combined in the second quarter, according to App Annie. </span></p> <p><span style="font-weight: 400;">Garena also publishes AAA titles such as </span><i><span style="font-weight: 400;">Arena of Valor</span></i><span style="font-weight: 400;">, </span><i><span style="font-weight: 400;">League of Legends </span></i><span style="font-weight: 400;">and </span><i><span style="font-weight: 400;">Call of Duty®: Mobile</span></i><span style="font-weight: 400;"> in the region. Hailed for its new and innovative gaming ecosystem business model, Garena brings on a fresh, new approach to the mobile games business.</span></p> <h2 class="wp-block-heading" id="h-challenges">Challenges</h2> <p><span style="font-weight: 400;">For Garena and its game developers, there’s a lot at stake with the launch of every game. And crucial to the success of many of these games is the development of a robust and healthy game ecosystem. </span></p> <p><span style="font-weight: 400;">As titles such as </span><i><span style="font-weight: 400;">Speed Drifters</span></i><span style="font-weight: 400;"> require a sufficient number of players at the very start in order to quickly populate PvP multiplayer matches and events, the first priority for each launch has therefore been to scale up quickly. And yet for mobile games, the rising costs of acquiring new users has become one of the most persistent pain points for developers, and result in diminishing returns over time. </span></p> <p><span style="font-weight: 400;">Garena determined, however, that a critical mass of players could be reached in a relatively short period of time. </span></p> <p><span style="font-weight: 400;">After reaching this threshold, keeping a game ecosystem healthy may potentially be better served by working to retain and re-engage its core players, while simultaneously optimizing the company’s return on ad spend.</span></p> <h2 class="wp-block-heading" id="h-solution">Solution</h2> <p><span style="font-weight: 400;">Garena has managed to find great success in prioritizing the <a href="https://www.appsflyer.com/glossary/re-engagement/">re-engagement </a>of existing-but-lapsed users over the acquisition of new ones. “A lot of gaming companies focus on UA (user acquisition) even after many months of a game launch,” says Zhang Yaokuang, a regional marketer for Garena. “We stop [this focus] after a few months.” For Garena, the re-engagement push begins soon after a game launches. </span></p> <p><span style="font-weight: 400;">In running its re-engagement campaigns, Garena chose to work with Google’s App campaigns for engagement (ACe), due to its proven track record and immediate benefits. These campaigns were also powered by raw data and analytics from AppsFlyer. </span></p> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p><span style="font-weight: 400;">“We saw benefits over three sections,” said Yaokuang. “First, [ACe] brought higher scalability compared with other re-engagement partners. It also realized lower costs per log-in for regions such as Thailand, as well as better performance on ROAS.” </span></p></blockquote> <h3 class="wp-block-heading" id="h-garena-re-engagement-starts-at-launch-stage">Garena: re-engagement starts at launch stage</h3> <p><span style="font-weight: 400;">While a typical launch playbook would suggest focusing on acquiring new users, Garena found challenges in sustaining constant returns after the first few months. While this may seem counterintuitive, quickly growing the player base can often mean re-engaging and bringing back users who had already churned in the game.</span></p> <p><span style="font-weight: 400;">Returning users are also of higher value. </span></p> <p><span style="font-weight: 400;">By analyzing the stats on the Retargeting tab of AppsFlyer’s platform, Garena found that returning users showed higher retention when compared with new users. Garena’s data also verify that targeting and re-engagement campaigns sometimes score better results than user acquisition drives, depending on the game lifecycle and re-engagement time frame. </span></p> <p><span style="font-weight: 400;">Flagging ROAS for user acquisition would therefore be a factor in contributing to Garena’s decision to switch gears to re-engagement. For re-engagement campaigns, the company would prioritize higher “ROAS” (return on ad spend) and lower cost per log-in, an area in which they found Google’s App campaigns for engagement excels. Garena was also impressed by ACe’s ability to scale across larger groups and multiple geographies, consistently finding success across its various markets in Southeast Asia and Taiwan. </span></p> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p><span style="font-weight: 400;">“AppsFlyer, as our trusted source of fair and balanced <a href="https://www.appsflyer.com/products/measurement/">attribution metrics</a>, helped inform our campaign and aided in optimization,” said Zhang Yaokuang.</span></p></blockquote> <p><span style="font-weight: 400;">For many companies, very little spend is actually allocated for re-engagement at the moment. Yet Garena now exclusively carries out re-engagement campaigns for its more mature titles.</span></p> <h2 class="wp-block-heading" id="h-results">Results</h2> <p><span style="font-weight: 400;">Due to these positive results, Garena has now developed a playbook for re-engagement that spans any number of scenarios. </span></p> <p><span style="font-weight: 400;">Here are some key principles</span>:</p> <h3 class="wp-block-heading" id="h-segment-your-audience"><span style="font-weight: 400;">Segment your audience</span></h3> <p><span style="font-weight: 400;">In the process of re-engagement, Garena also formulated specific strategies for different user groups. Lapsed gamers were grouped into several segments – “churn users” who had not picked up the game in 7, 14 or 30 days, to as much as 180 days. </span></p> <h3 class="wp-block-heading" id="h-identify-your-winning-outcomes"><span style="font-weight: 400;">Identify your winning outcomes</span></h3> <p><span style="font-weight: 400;">For Garena, defining their targets and setting the right key performance indicators (KPIs) and objectives are key to running a successful re-engagement / retention campaign. In other words, developers needed to first develop a “win condition” (to borrow a term from esports). </span></p> <p><span style="font-weight: 400;">The right metrics would then allow teams to properly calibrate using the right marketing tactics and incentives. </span></p> <p><span style="font-weight: 400;">For instance, for “DAU (<a href="https://www.appsflyer.com/glossary/daily-active-users/">daily active users</a>) days,” Garena made boosting a game’s number of <a href="https://www.appsflyer.com/glossary/active-users/">active users</a> its primary focus. </span></p> <p><span style="font-weight: 400;">Having a priority KPI such as DAU helps define a campaign, allowing teams to properly identify the target audience and determine the proper placements and incentives to optimize on this metric. In this case, the game might choose to either attract recently lapsed users via new items, skins and modes, or offer in-game rewards to entice them back to the app. </span></p> <p><span style="font-weight: 400;">Objectives matter—certain strategies that are useful in bringing back churn users, may be less optimal for increasing revenue.</span></p> <h3 class="wp-block-heading" id="h-engage-users-with-personalized-creatives"><span style="font-weight: 400;">Engage users with personalized creatives</span></h3> <p><span style="font-weight: 400;">When targeting longer-churn users, for example, incentives and new items would be less effective—the longer the churn, the less willing users were to revive organically. For such audiences, Garena deployed personalized creatives such as video and images that would appeal more to the heart, pulling on emotional triggers that inspired users to recall past memories of playing their game. </span></p> <p><span style="font-weight: 400;">Garena would continually optimize the campaign based on raw data that showed first user touch points. </span></p> <p><span style="font-weight: 400;">AppsFlyer’s platform then helped Garena to properly filter this data, allowing Garena to compare performance across different channels to get a more balanced perspective.</span></p> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"><p>“We saw benefits over three sections. First, [ACe] brought higher scalability compared with other re-engagement partners. It also realized lower costs per log-in for regions such as Thailand, as well as better performance on ROAS.” – Zhang Yaokuang, Regional Marketing Manager</p></blockquote> <section class="wp-block-appsflyer-subscribe-to-download marketo-form block-subscribe-to-download block-subscribe-to-download--lightColumns 1"> <div class="row no-gutters flex-column"> <div class="col w-100 col-md-10 text-center m-auto"> <div class="marketo-form__form-holder form__form-holder"> <div class="block-subscribe-to-download__wrapper d-flex align-items-center flex-column"> <span class="block-subscribe-to-download__icon-top"> <img src="https://www.appsflyer.com/wp-content/themes/AF2020/assets/images/img-subscribe-to-download-top.svg" alt="" loading="lazy"/> </span> <span class="block-subscribe-to-download__title h2 signup-form__header--col-main h3 mx-auto"> Looking for an MMP? 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d-flex mb-30 filter__item all finance north-america measurement" data-customer-industries="finance" data-customer-locations="north-america" data-products="measurement" > <figure class="position-relative overflow-hidden border-radius"> <a class="d-flex d-md-block align-items-md-center popup-video" href="https://appsflyer.wistia.com/medias/t439a6zlua" class="d-flex d-md-block align-items-md-center" data-aft="internal-link" data-aft-block="feed-item"> <i class="ico-video"></i> <img loading="lazy" class="bg-image" src="https://www.appsflyer.com/wp-content/uploads/2016/11/credit-karma-customer-story-og.jpg" alt="" title="credit-karma-customer-story-og" width="1200" height="630" /> </a> </figure> <header class="d-flex flex-column pt-sm-20 pb-0 pl-20 pl-sm-0"> <div class="d-flex flex-column"> <a class="d-flex d-md-block align-items-md-center popup-video" href="https://appsflyer.wistia.com/medias/t439a6zlua" data-aft="internal-link" data-aft-block="feed-item"> <span class="h2 d-inline 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align-items-md-center" data-aft="internal-link" data-aft-block="feed-item"> <img loading="lazy" class="bg-image" src="https://www.appsflyer.com/wp-content/uploads/2023/08/51920-OG_image_1200x630-1.png" alt="Playtika success story" title="Playtika success story" width="1200" height="630" /> </a> </figure> <header class="d-flex flex-column pt-sm-20 pb-0 pl-20 pl-sm-0"> <div class="d-flex flex-column"> <a class="d-flex d-md-block align-items-md-center " href="https://www.appsflyer.com/customers/playtika/" data-aft="internal-link" data-aft-block="feed-item"> <span class="h2 d-inline font-weight-bold m-0 pt-sm-2 pt-md-4">Understanding the true value of advertising on CTV</span> </a> </div> </header> </article> </div> </div> </section> <section class="cta-banner cta-banner--type-1 text-light pt-70 pt-sm-0 d-flex"> <div class="container"> <div class="row flex-column flex-md-row position-relative mx-auto section-bg section-bg--no-shape section-bg--blue-dark-1 border-radius 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