Ireland’s mobile games specialist Plain Vanilla is breaking records
Interestingly, app marketing technology specialist, Fiksu, claims that QuizUp trivia game is the fastest growing iPhone game in history. The app created by Plain Vanilla app has created quite a stir with the success of its app scoring 10 million downloads since itslaunch in November 2013. As a direct result of deploying Fiksu’s platform, Plain Vanilla – a mobile games industry leader based in Iceland has also become the fastest growing app game developer in history, Fiksu reckons.
Since the initial launch, QuizUp has experienced unprecedented success including:-
- Taking the top spot overall in the Apple iTunes App Store in less than a week
- One million users gained in eight days; 3.5 million in three weeks; and more than 10 million to date [March 2014]
- Achieved an incredible ratio of 10 organic users for every paid download – a rate 20 times the industry average during their first week on the charts
- Within a month of launch, secured 5.5 million registered users who spent an average of 35 minutes a day playing
“We knew in order to break through the ‘tough to crack’ mobile trivia games category, we had to pair a great product with a great marketing plan,” said Neal Ostrov, chief marketing officer, Plain Vanilla Games.
“Our marketing partnership with Fiksu gave us the promotional boost we needed to not only succeed but to dominate the games app category.”
“A position we didn’t expect to realise in such a short timeframe,” Ostrov added.
Together Plain Vanilla and Fiksu implemented a strategy designed to grow the user base.
Plain Vanilla knew that finding users with the highest propensity to invite friends would give them the greatest return on their marketing spend – hence virality was built into the app.
In addition, Plain Vanila leveraged Fiksu’s expertise in marketing analysis, consulting plus vetting of various ad networks.
The company also utilised Fiksu reporting and dashboards to understand where the best potential is for scale, quality traffic, and low CPIs.
Craig Palli, chief strategy officer with Fiksu, commented, “The partnership between Fiksu and Plain Vanilla has proven to be highly successful in generating growth opportunities that will become the gold standard for those that follow.”
“We are proud to see such stellar results and to help our partners capitalize on this burgeoning opportunity in app marketing,” Palli added.
Fiksu also tested a variety of advertising channels, mainly video, banner, real time bidding (RTB), interstitial, and text ads.
Video and interstitial traffic proved to be very efficient, and RTB delivered very strong click-through rates of around 5.6 per cent.
Over time, Fiksu allocated a larger share of budget to those sources to maximize the overall effectiveness of the campaign.
For more information on Plain Vanilla’s success is available here.