Magma Mobile keeps their games free by monetising their ad space, which ultimately, delivers a high ROI

The Objective

To create a strategic partnership that helps Magma Mobile to become a leading global player in the apps world for consumers and brands.

A success story for Android casual gaming, by the end of March 2012 Magma Mobile achieved a staggering 100 Million downloads. Magma Mobile widened their consumer reach by entering the iOS market at the end of 2011. They hired specialist developers to expand their game offering in this new market place.

Magma Mobile are a customer centric game developer house who really care about their users and a personal gaming experience. Their commitment in developing highly engaging and intuitive games has propelled them to the 4th most rated Android developer in the world today.

Their top-rated games include, Bubble Blast 2, Mouse Trap, and Tangram. These games known all over the world and have been translated into 20 different languages including Hindi, Korean, Chinese, Russian, Japanese, Taiwanese and many other pan-European languages too.

As all of Magma Mobile’s games are free, they needed to partner with a global mobile ad network that could help them monetise their games worldwide. They really needed a partner who could match their scale, ambition and hit their targets, and with this in mind the partnership between Magma Mobile and the largest independent mobile ad network, InMobi was launched.

The Solution

InMobi worked with Magma Mobile to help monetize their ad space across various versions of their games, delivering high ROI. Magma Mobile were particularly impressed with InMobi’s network scale, especially their strength in emerging markets which are key monetization regions for the developer.

Magma Mobile experienced InMobi’s bespoke and reliable client service which included an excellent account management programme, helping Magma Mobile track their campaign success. InMobi delivered regular monthly and quarterly analysis reports highlighting regional, country targets, and offered Magma Mobile insight into how their mobile monetisation strategy should evolve.

InMobi work with advertisers all over the world from automotive and entertainment brands to travel, lifestyle and finance brands. InMobi’s easy to filter network meant that they could easily remove ad categories that were not aligned to Magma Mobile’s target audience strategy and simply concentrate on the categories that closely matched their audience profile.

Magma Mobile are supportive of cross-app promotions from 3rd party App Game Developers, showing their determination to fuel the gaming app ecosystem.

Advertisers that have run across Magma Mobile apps include, Rockstar Games, Samsung, Land Rover and Skyscanner.

The InMobi network is growing and now delivers the unprecedented ability to reach 576 Million consumers, in over 165 countries, through more than 93.4 Billion mobile ad impressions monthly.

The Results

The revenue model with InMobi allows Magma Mobile to keep their games free and use the profits they acquire to hire more talented developers to create amazing games that their growing audience can enjoy.

Magma Mobile have recently started to advertise their popular Apps across the InMobi ad network as a result of their successful publisher revenue model.

Magma Mobile top countries remain US, Japan, UK, Germany and France.

Limvirak Chea, Busines Development Director at InMobi said, “As the largest independent mobile ad network, InMobi’s role is to help apps developers gain additional revenues with in-app advertising. By relying on InMobi for monetisation, Magma Mobile can focus on producing good games, and they have been very successful on Android.

We’ve always pushed our partners to go the “freemium” model with in-app advertising and we were able to aid Magma Mobile in its growth from less than 100m monthly impressions to theircurrent inventory, including in countries like China and South Korea where we opened offices end of last year.

We believe our relationship will keep growing as they move to new platforms.”