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App monetization

Monetizing with Yandex Advertising Network helped a mobile game developer boost its eCPM audience in Russia

Quickly boosting monetization revenue for gaming apps with Yandex Advertising Network.

About the client

Mamboo Games — is a mobile game developer with more than 150 million downloads worldwide. Their successful projects include the Worm Out and Shift Race games.

Period

March—May 2022

Objective

Increase monetization revenue from the Russian audience.

Solution

The developer gave Yandex Advertising Network a try as a tool for monetizing the Russian-speaking iOS and Android audience in third-party mediation. At the beginning of 2022, two highly profitable gaming projects started using the service. We decided to measure the results once a month.

Three ad formats were used:

  • Interstitial ads
  • Rewarded videos
  • Banners

Ad purchases in January and February were weak in Russia. But by the end of March, the developer had broken even on their investment and was using Yandex in all its other projects. Successful monetization with the Yandex Advertising Network meant Mamboo Games could purchase more ads and attract a new audience to their app.

eCPM (effective price per thousand impressions) — measures ad monetization. In other words, it’s the revenue the customer earns on every thousand impressions.

Results

In May 2022, Yandex Advertising Network was responsible for 50% of monetization revenue coming from the Russian audience across the publisher’s portfolio. There was a huge increase in eCPM over January:
The numbers for reward videos remained at approximately the same level.

Advice for publishers

Valeria Beresneva
Valeria Beresneva
Monetization manager at Mamboo Games

Despite the market redistribution and the drop in purchases in March, working with Yandex gave us a much better feeling about the Russian market. Getting off the ground took no time at all, and we were up and running after one video call with a rep and registering our account. Account managers were quick to provide help when we had technical issues. And since the latest update to the account system was released, working with Yandex is even easier. In the near future, we plan to start using tools to automate advertising settings.

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