Tenjin Turbocharges the Growth of Indie Developer Lockwood Publishing

Lockwood Publishing, an indie studio specializing in social games and virtual worlds, knew it had a hit on its hands with Avakin Life, a 3D experience where users can meet people, chat and dress up, as well as decorate and design their homes. The app grew to 17 million downloads organically, but Oliver Kern, Lockwood’s Chief Commercial Officer, wanted to turbocharge the app’s growth with paid UA so it could become the preeminent virtual world on mobile.

Oliver is an experienced growth hacker and mobile marketing guru who has assisted with growth strategy and UA of app companies from small indies to market giants like Rovio and Wargaming.

Approximately 55% of the app’s revenue comes from IAP, with 45% coming from advertising and other sources. Previous to using Tenjin, Lockwood was tracking attribution, campaign costs, and ad revenue using multiple vendors. In this setup they struggled to attribute IAP revenue to campaign sources with 100% confidence, as well as to attribute advertising and non-IAP revenue correctly to various campaigns. This made it difficult to optimize campaigns for maximum performance and to invest aggressively into growing the Avakin Life apps. Oliver and his team needed a reliable way to track the ROI of their app marketing campaigns.

Lockwood began using the Tenjin platform in order to aggregate its ad spend and ad revenue all in one dashboard. The company also tapped into Tenjin’s DataVault and Tenjin's campaign attribution solution to gain direct access to raw, user-level data so that it could build its own queries and be more efficient and creative in how it uses app data. Each week, Oliver and his team can quickly populate all his management and user cohort Excel dashboards. Tenjin also allows him to come up with more effective ways to segment the game’s players and create new ROI-positive campaigns.

Tenjin’s campaign dashboard allows Oliver to very quickly assess and adjust his campaigns. This quick iteration has not only allowed Lockwood to increase campaign ROI, but to be more aggressive in its ad spend because it now buys with total confidence. Tenjin’s DataVault allows Lockwood to drill down much deeper into granular data when segmenting its players, enabling the company to conduct new more targeted -- and more effective -- player marketing.

Avakin Life added about 5 million installs in the first four months since it started working with Tenjin, and Oliver credits Tenjin with helping turbocharge the company’s marketing efforts.

“Lockwood Publishing had not done paid UA at scale before,” according to Oliver. “The Tenjin platform combines several services that Lockwood previously would have to rely on multiple vendors for. Tenjin has proven to be an invaluable weapon in the growth and optimization of the Avakin Life app and our business as a whole. No other solution on the market combines all of the tools that we need in one package quite like Tenjin. And not only is the technology first-rate, but the Tenjin team takes their client’s needs very seriously and offers exceptional support to make sure we’re getting the absolute most from our experience.”

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