Smillage’s Love Fantasy Captures Hearts, Installs, and Growth

Meet Smillage, a full stack developer and international game studio based in Guangzhou, China. Founded in 2019 with a staff of around 100 employees, Smillage needed help scaling their user acquisition and monetization strategy for Smillage’s first entry into a new genre for the company: Love Fantasy, a hybrid match 3 + story RPG. 

Finding users and profits in an unexplored genre

While Smillage’s capabilities include game creation, production, research, and distribution — as well as deep expertise scaling strategies for ad networks — they still needed help with acquisition and monetization strategies in a new game genre. 

Partnering with AppLovin, Smillage used both MAX and AppDiscovery to fuel scalable, profitable acquisition and monetization strategies for both in-app advertising (IAA) and in-app purchase (IAP) campaigns, using AppDiscovery’s optimized Ad ROAS and CPP campaigns in conjunction with MAX’s powerful monetization features. 

Results: More users, revenue, and ROAS

Data from MAX helped Smillage acquire high-quality, profitable users so they could then re-invest in additional user acquisition —  dramatically increasing overall installations, ARPDAU, and ROAS. 

In addition: 

• Installations tripled month over month during Q4 2021
• Smillage exceeded their goals and maintained a staggering D14 ROAS of more than 100% 
• Love Fantasy reached a #2 position in the US iOS charts
• AppLovin became Smillage’s top acquisition partner and drove 50 million portfolio installs for Smillage in 2021

“Our partnership with AppLovin has yielded impressive results. In addition to the massive growth in installations and more than 100% D14 ROAS we achieved for Love Fantasy, we also increased ARPDAU by an impressive 30% when we first moved to MAX. We look forward to continued success with AppLovin.”

— Zhengchao Lu, CEO, Smillage

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