Improving efficiency; scaling growth

Mad Brain Games is a mobile gaming company that develops free-to-play mobile games. The company is the developer of Word Farm Adventure, a Scrabble-style game that challenges the brain and can be played by kids and adults alike, and Cinematch, an exciting movie-puzzle mashup game.

Since starting off, the team had been using 3 other tools but they felt that they missed that connection between the cost side of the business and the attribution and post-install performance, all at once.

Itay Milstein, VP Marketing says “We needed a better solution to support our needs. We were using three different tools – one to monitor spend, then something to connect spend with attribution, and then to track it all. It felt disorganized and inefficient and was clearly not even cost effective for the company.”

And so began the search for a more affordable tool that could potentially consolidate a number of functions and cut down on the number solutions they were using.

Singular clearly stood out as the solution that could fit this growing company’s needs. “We knew Singular from the industry and had heard about it from other customers. We were really excited to have one single source of truth and to save costs on the way.”

Digging into this, he explains that as Singular started as a cost aggregation tool, all the networks were already supported in Singular for cost; and attribution can be easily configured with new partners.

The interface and dashboards were also really enticing. “On Singular we saw that we could create dashboards which are like executive summaries, with high-level detail, performance and so on. In fact, we could basically build whatever dashboards we want because we can just widget the dashboards according to our needs.”

“It didn’t take us long to realize that we’d made the right decision – Singular has helped us improve our ROI by saving much of our time doing daily routine operations and providing us with metrics not available on other platforms.”

The dashboards were key to drawing Brain Games to Singular. “I can build my own reports and do not need to rely on our BI team. All metrics are available for every cohort and we have built many dashboards that we actively use and can export and share as we need to.”

He explains that some of these dashboards are designed for the campaign managers to see granular campaign performance for better optimization analysis and decision-making; while dashboards are for management who want to see high-level performance.

Anyone at Mad Brain Games who needs it is given access to Singular and goes in to see their dashboards there. Itay notes that they also use the online link capabilities to give external partners a live view of their performance without giving them access to the whole platform.

The team also enjoy the flexible of the views to show the metrics that matter to Brain games. “Even when we didn’t have specific metrics, or the custom metrics that we wanted, we just asked for them and the Singular team was able to create those for us and we could see them in our reports.”

While most of his time goes into the dahsboarding and reporting, Itay does get to enjoy Singular’s other features like:

• Governance, for mapping tagging different campaigns based on creatives, campaigns etc, which enables them to break down performance based on those tags
• The Fraud Detection & Prevention Suite.

“Even if not directly, our work with Singular has obviously affected our business metrics. We can see more metric breakdowns and new breakdowns, from which we can optimize better and perform better and it shows – we’re seeing improved ROI and general uplift in game performance. Using Singular also supports the organization, which is not less important, especially for an early-stage, lean marketing team. We’ve become more efficient.”

Being able to build their own reports easily has been a big part of this success. “Not having to be needy or dependent on our internal BI team, means that we have less gaps and complaints and can push things out quickly.”

Itay also notes that Singular’s customer success team has been excellent to work with. “Singular’s team are very responsive and it’s clear that their customer success is a strong internal, company goal.”