Big Fish Games case study

10%

Increased ARPDAU 10%

A big win for Big Fish

Big Fish Games is the world’s largest producer and distributor of casual games that bring fun to lives of millions every day. Big Fish has distributed more than 2.5 billion games to customers in 150 countries from a growing catalogue of 450+ mobile games and 3,500+ PC games. Now a mobile centric company, Big fish has emerged as a top grossing mobile publisher worldwide with a portfolio that includes the #1 mobile social casino game, Big Fish Casino.

Challenge

Finding the tournament sweet spot.

Finding the tournament sweet spot.

Fairway Solitaire Blast tournaments were traditionally inclusive of every active player, but Big Fish thought to swim up river and do something different. Rather than continuing to cast a wide net, they wanted to test the impact of smaller, more competitive tournament segments on player behavior. They had big goals in mind for improving monetization and engagement.

Strategy

Tournament size matters. Big Fish Games cleverly used Leanplum to A/B tournaments and drastically improved ARPDAU.

Tournament size matters. Big Fish Games cleverly used Leanplum to A/B tournaments and drastically improved ARPDAU.

A/B testing

After integrating the Leanplum SDK, the Big Fish team experimented with tournament group size in 4 variants. 
They quickly learned how to get players to spend more.

Analytics that count

With a slew of data from the A/B test, Big Fish turned to Leanplum to analyze the effects of tournament size on app engagement and monetization. There was no doubt that a 
smaller tournament size earned them more conversions.

Results

In just under two weeks, and millions of impressions later, Big Fish scored 10% more ARPDAU — that much more...

10% more
ARPDAU

In just under two weeks, and millions of impressions later, Big Fish scored 10% more ARPDAU — that much more “average revenue per daily active user” is HUGE. Highlights of the experiment include:

– ARPDAU increased by 10%
– ARPPU increased by 8%
– Session time increased by 7.2 seconds on average

Why Big Fish Games trusts Leanplum

“It’s in our name, but we proved that bigger isn’t always better with tournaments. Our strategy for winning customers and elevating conversions leveraged Leanplum testing to improve our player experience.” — Peter Shah, Product Manager at Big Fish Games

Game Changing Benefits

Although Big Fish promotes community within their games, their players enjoy a challenge and competitions that help them win big. Giving players the opportunity to compete in smaller sized tournaments improved engagement and conversions for Big Fish. A big win win for all.

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