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Rummy Ardour: How India’s hottest gaming app used Department to unravel attribution and linking


As one in every of India’s premier card gaming platforms, Rummy Ardour hosts hundreds of rummy gamers and pays out tens of millions of rupees daily. The Rummy Ardour group, based mostly in Chandigarh and Gurgaon, consists of greater than 100 professionals with years of expertise throughout the Indian, British, and American gaming industries. Their ardour for gaming and rummy specifically has allowed them to create a one-of-a-kind on-line gaming expertise for Indian gamers.

As Rummy Ardour grew in recognition and scope, the group leaders seen scaling points that, if left unaddressed, would in the end have an effect on the corporate’s backside line. Attribution throughout channels was tough, as Rummy Ardour was getting knowledge from many various community companions. With out deep linking assist, the app struggled to supply seamless experiences for customers in addition to person journey data for the Rummy Ardour group. Lastly, the group additionally seen a surge of pretend registrations and utilization, that are an unlucky actuality for gaming apps however can enormously detract from the experiences of reliable customers.

By working with Department, Rummy Ardour was capable of tackle these challenges. They created a greater expertise for his or her clients and their enterprise group, which led to a discount in total advertising and marketing prices by over 35%.

Right here’s how they did it.

Dependable attribution for each acquisition channel

One of many fundamental challenges that Rummy Ardour confronted as they grew was the truth that they have been getting attribution knowledge from so many various sources. A whole bunch of advert community companions delivered this knowledge commonly, making it tough to validate outcomes and almost unattainable to match the efficiency of ordinary app set up advertisements and internet online affiliate marketing companions. Rummy Ardour wanted a unified method to monitor how customers have been coming to their app.

Department was capable of present this consolidated view with its cellular measurement accomplice (MMP) answer, Common Adverts, which helps paid advertising and marketing efforts on Fb, Google, and affiliate companions. Rummy Ardour was then capable of monitor new customers coming from these sources within the Department dashboard, which in flip presents all monitoring knowledge in an easy-to-read format. With this data at their fingertips, Rummy Ardour’s group was capable of gauge the success of their campaigns. The Department dashboard’s user-friendly structure enabled the Rummy Ardour group to simply create advertising and marketing hyperlinks for brand new campaigns, then consider them accordingly.

Enhancing attribution capabilities was a game-changer for Rummy Ardour and its internet online affiliate marketing companions. They now obtain full credit score for in-app conversions which had beforehand been erroneously reported as natural. With this new data obtainable, Rummy Ardour was capable of scale back buyer acquisition prices for internet online affiliate marketing campaigns by over 30%. Moreover, a few of Rummy Ardour’s main internet online affiliate marketing companions noticed as a lot as a 10x improve in attributed gross sales.

Rummy Ardour’s group was capable of extra simply monitor the person journeys that resulted in app downloads — they might simply see which journeys have been hottest, after which focus future advertising and marketing efforts in these instructions. By following this knowledge and altering price range allocation accordingly, Rummy Ardour was capable of maximize ROI and scale back total advertising and marketing prices by 35%.

Examples of Rummy Ardour’s dynamic and localized cellular advert campaigns.

Improved person journeys and deep hyperlinks

Getting access to efficiency stories for all of their paid advertising and marketing campaigns helped Rummy Ardour’s group perceive the journeys that customers have been taking to get to their app. Additionally they wanted to be sure that customers who have been making an attempt to get into their app have been ready to take action seamlessly, no matter the place they have been coming from. Department’s industry-leading deep hyperlinks, absolutely built-in into the MMP answer, helped with this goal.

With Department’s deep hyperlinks powering their paid acquisition campaigns, the Rummy Ardour group was capable of seamlessly deliver customers into the Rummy Ardour app. This decreased redirection errors, elevated the variety of app downloads, and in the end strengthened the general person expertise.

Rummy Ardour additionally benefited from Department’s versatile assist of dynamic lengthy hyperlinks. This decreased redirection errors and allowed different group members to create deep hyperlinks effortlessly utilizing shared spreadsheets. Department helped Rummy Ardour shortly scale its linking technique throughout groups, in the end serving to to drive up app installs and enhance the general person journey.

Fraud safety

Like several standard gaming app, Rummy Ardour handled fraud issues — particularly, there have been large-scale fraudulent registrations and pretend customers. Whereas some measure of fraud is inevitable in any marketing campaign, it’s problematic for a rapidly-scaling gaming app like Rummy Ardour, because it results in an unoptimized advertising and marketing combine and synthetic inflation of the price of acquisition.

Rummy Ardour needed to scale at a speedy tempo whereas retaining the price of acquisition optimized. Luckily, Department was capable of assist with safety to dam these fraudulent conversions, implementing measures that helped keep the integrity of incentivized site visitors whereas slicing down on particular fraud behaviors (equivalent to system battle, faux persona creation, click on injection, and suspicious conversions). Department helped Rummy Ardour reduce down on fraudulent installs whereas they scaled — in the end decreasing them by 50%. Rummy Ardour additionally noticed main drops in fraudulent registrations and deposits.

The underside line

In working with Department, Rummy Ardour’s group was ready to make sure the very best experiences — not only for app customers, however for themselves, as nicely. Amandeep Singh, Head of Digital Advertising at Rummy Ardour’s mother or father firm, Ardour Gaming, mentioned, “Department has helped Rummy Ardour in delivering best-in-class person expertise campaigns and in addition helped in optimizing acquisition prices. We view Department as a precious accomplice in our progress journey.” As Rummy Ardour continues to develop, Department will make sure you ship the dependable, cost-cutting efficiency that their group has come to count on.

To learn extra about Rummy Ardour and their Department implementation, please obtain the total case research.

Department supplies the {industry}’s main cellular linking and measurement platforms, providing options that unify person expertise and attribution throughout gadgets and channels. Department has been chosen by over 100,000 apps since 2014 together with Adobe, BuzzFeed, Yelp, and plenty of extra, enhancing experiences for greater than 3 billion month-to-month customers throughout the globe. Be taught extra about Department or contact gross sales in the present day.


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