1. Animoca Brands is one of the leading players in the burgeoning Web3, blockchain, and crypto space. When looking to acquire new users for Crazy Defense Heroes, their popular blockchain gaming app in Japan, Animoca Brands partnered with Moloco. The partnership has been hugely successful, helping them see day-seven retention rate on iOS that is 5x better than what other user acquisition (UA) partners provided, along with a cost per install (CPI) that is 2x lower than what others offer.
  1. About Animoca Brands
  2. Animoca Brands and its various subsidiaries develop and publish a broad portfolio of blockchain games, traditional games, and other products. One of their leading properties is Crazy Defense Heroes, a leading free-to-play mobile game launched in 2018 that allows users to earn and use blockchain-based tokens and NFTs. For its advertising campaigns promoting Crazy Defense Heroes, Animoca Brands works with the digital marketing experts at Shanghai Zucks China, inc.
  3. About The Campaign
  4. While Japan has long been a major market for Crazy Defense Heroes, it has been increasingly difficult for them to acquire high-quality users in the country cost effectively. As an iOS-heavy market, UA in Japan was heavily impacted by the introduction of Apple’s App Tracking Transparency (ATT) in 2021.
  5. Return on ad spend (ROAS) was calculated in part by looking at the retention rate of acquired app users and their proclivity to make in-app purchases. On top of that, they also wanted to keep CPIs low.
  6. Moloco was an ideal partner for Animoca Brands and Zucks China, inc. in Japan, in no small part thanks to Moloco’s machine learning (ML) models and industry acumen. In 2021, they began working with Moloco to acquire users for Crazy Defense Heroes in Japan on both Android and iOS.

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