The Lessmore story
Lessmore is an independent studio, focused on making great games for mobile! The company was established in 2021 based in Germany, with staff throughout Europe.
They currently have two profitable games – Eatventure and Pocket Chess, with Eatventure trending toward the top US charts in free games.
The company’s business strategy has roots in hypercasual, and their approach has been to develop games within weeks, test them quickly in the market, and tweak or drop accordingly, so the pressure to monetize quickly is much higher. Small profits per game are not an option for the Lessmore team; a game needs to be performing considerably enough with traction toward being a chart-topper.
Eatventure, one of the key titles from Lessmore, currently has a low % of its revenue coming from in-app purchases with the rest from in-app ads. In September 2022, Lessmore wanted to increase their IAP share while also setting an ambitious goal for their D7 ROAS.
However, by relying on a single revenue data set which only constituted less than a third of their IAP data, they quickly faced a challenge in meeting this KPI.
App Name: Eatventure
Campaign date: from the start of September – Present
Challenge: Hitting their ambitious KPI of D7 ROAS on in-app purchase with a majority ad revenue game
Moloco’s solution for Lessmore was to leverage its Dual ROAS optimization that considers holistic spending patterns and targets the best user in terms of both ad revenue and in-app purchases. In order to achieve this, Moloco required both quality ad revenue and in-app purchase data to ensure real-time adjustments of user profile and ROAS prediction that fuels their customizable bidding engine.
Singular helped leverage these data. Gus Viegas, Head of Growth at Lessmore explains that “Because it’s so simple to set up data connectors between different networks and Singular, it was very easy for us to develop new ways to pass data from our app to different networks, like Moloco.
This helped us to optimize our user acquisition campaigns in a way that managed to scale us to double digits, tens of thousands of spend per day per network across a variety of networks. Crucially – it helped us scale our user base with high-value users”
Success for Lessmore
Summary of scale: Started with one US campaign and increased around 600 % daily budget scale within IAP + IAA optimization while hitting D7 ROAS at a +80% percentage.
“Spend first and expect to optimize later” is a common misconception created by many DSPs/Ad Networks that apply the same optimization strategy per vertical. Not every app has the same monetization model, and this is why it’s crucial for mobile marketers to choose a DSP that can quickly power a customizable bidding machine adapted to different monetization models with rigorous sets of 1st-party data.
Marrying Singular’s ad monetization data and Moloco’s robust machine learning engine, we were able to meet Lessmore’s growth expectation expeditiously, and continue scaling up while exceeding the KPI goal every day,” said Jihyo Kim, Director of Partnerships at Moloco.
When Moloco’s Dual ROAS model started to optimize for both ad revenue and in-app purchase, the ROAS performance saw an immediate lift, achieving Lessmore’s KPI and helping Lessmore to continue scaling its budget on a daily basis.
As Gus notes, “When we were testing a normal campaign either optimized for in-app purchase or ad revenue, it didn’t cut it. But it was so easy to pipeline both together using Singular to Moloco, that within 2 weeks, we were already seeing positive growth.
In a DSP at the time, at least for me, it was unheard of to have performance campaigns before 6 weeks, and here it took us only 2 weeks to be profitable and spending tens of thousands a day with ease, and still growing within Moloco.
I think it’s all due to that seamless data pipelining from Singular.”
What is Moloco?
Moloco’s mission is to empower businesses of all sizes to grow through operational machine learning. With Moloco’s machine learning platform for growth and performance, every app publisher can now unlock the value of their unique, first-party data.
Moloco Cloud DSP enables performance marketers to quickly scale user acquisition and achieve greater lifetime value through market validated prediction models. Moloco was founded in 2013 by a team of machine learning engineers and has offices throughout the US, the UK, Korea, China, Japan, and Singapore. For more information, visit moloco.com.
What is Singular
Singular powers marketers to drive fast growth by uncovering accurate, granular, and timely ROAS insights with next-gen attribution and analytics. Leading marketing teams from Lessmore, LinkedIn, Rovio, Microsoft, Lyft, Twitter, EA, and more rely on Singular to get a complete view of their marketing performance and ROI. Singular is the solution to drive faster growth for your apps by combining mobile attribution with the industry-leading cost aggregation, including thousands of integrations, easy set-up, accurate and flexible analytics, plus automatic loading directly into your BI tools. For more information, visit singular.net