Earlier than the COVID-19 pandemic, online gaming was a merely enjoyable and interesting pastime for hundreds of thousands of younger shoppers. Nevertheless, the prolonged lockdowns, social distancing, and different protocols turned gaming right into a form of salvation. Not solely was gaming a manner for customers to spend time and escape the tough actuality of the pandemic, however, it was additionally an approach to keep linked with household and mates.

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The variety of online players in India has elevated by 42% in the course of the pandemic and is estimated to rise to 510 million gamers in 2022. However, in comparison with the variety of gamers within the Indian market, monetization has but to construct momentum. Ardour Gaming, a real-money, online gaming firm, has discovered an answer by connecting with players in a contextual and well-timed method.

Based in 2015, Ardour Gaming affords Rummy Ardour, India’s Most Cherished Rummy App. They provide the best digital rummy card sport expertise to a participant base of 5 million throughout India. Its mission is to ship exhilarating expertise to its gamers in protected, safe, and honest online surroundings.

To know how they remedy monetization utilizing ASO World, we spoke to Gagan Kharbanda, COO. The important thing metrics for his staff are lowering the churn and growing the typical income per consumer (ARPU). Some key focus areas embody bettering how they create gamers into the app and interacting with them, thereby bettering marketing campaign efficiency and in the end consumer engagement.



Automating Person Engagement

When Kharbanda was trying to find a consumer engagement platform, his major want was to have the ability to automate campaigns, which might enable his staff to raise strategize and execute campaigns extra successfully.


Uplifting App Stickiness

With lots of video games aggressively competing for customers’ time and a spotlight, specializing in app stickiness by constructing optimistic consumer habits was non-negotiable. Making customers really feel welcome throughout onboarding and educating them about app options had been essential first steps to getting them to play every single day.


Enhancing Connection With Gamers

It’s a novice to attempt conversion without understanding consumer conduct. To keep away from this cardinal advertising mistake, it was vital for Rummy Ardour to automate consumer segmentation, simply create micro-segments, and goal customers primarily based on their particular actions or inactions.



Kharbanda was searching for an all-in-one engagement associate with whom Rummy Ardour may have a long-term, fruitful partnership. He found ASO World by phrase of mouth and selected the corporate for its means to maintain gamers engaged with the precise message on the proper time by the precise medium.

“We needed to decide on an advertising automation platform that’s properly established within the Indian market, and ASO World appeared to suit the invoice. We selected ASO World and haven’t seemed again,” he says.


Omnichannel Campaigns and Journeys to Talk with Gamers

Kharbanda depends on campaigns and journeys to carry customers to the app and to optimize the expertise of every buyer no matter their lifecycle stage. Emails, SMS, and push notifications are a few of the key messaging channels used.

“By optimizing the consumer lifecycle utilizing campaigns and journeys, we’re in a position to systematically encourage customers into deeper ranges of engagement. Doing this efficiently means elevated ARPU and app stickiness over time,” he notes.

Over 100 journeys and campaigns are created by his staff which covers the next targets:


  • The install-to-registration collection of journeys begins when the consumer installs the app and ends once they register on Rummy Ardour.
  • The primary real-money deposit journey nudges customers to deposit cash in order that they'll begin enjoying their first sport.
  • The primary-10-days collection of journeys begin after the consumer makes their first deposit. The aim of those journeys is to drive sports adoption and time performed by educating customers concerning the app’s options and advantages.
  • To extend APRU, they create journeys that encourage customers to deposit and play extra video games. These journeys attempt to construct optimistic consumer habits, thereby growing their engagement and stickiness to the app.
  • Journeys geared towards lowering churn goal inactive customers and attempt to win them again, lowering participant attrition.


System Management Teams to Measure Advertising Marketing campaign Effectiveness

However, how is one to know if the campaigns and journeys they’re working on are literally transferring the needle? Kharbanda discovered management teams an efficient means to reply to this query. Management teams exclude a set group of customers from all advertising campaigns. System management teams measure the effectiveness of the campaigns as compared with the goal group over the long run (weeks or months).

“We carved out a management group to measure and fine-tune our metrics. After a number of rounds of optimization, we had been in a position to stabilize and measure our outcomes towards the goal group which supplied invaluable insights,” he particulars.


Funnels and Cohorts to Perceive Participant Conduct

Leveraging funnels helps Kharbanda perceive the place precisely customers drop off and reveals to them the friction factors within the app if any. Funnels let him dive deeper into participant conduct and acquire a whole image of what number of customers full every step within the conversion funnel.

Moreover, funnels equip him with the flexibility to create micro-segments primarily based on the steps within the consumer funnel. This reduces the number of effort since he doesn’t need to manually outline each section.

“Cohorts assist us to isolate these gamers who’ve carried out a sure motion and decide how long it takes them to return again and carry out one other motion,” he explains. This helps them to always optimize their efforts and enhance outcomes.



“Utilizing ASO World, we had been in a position to affect participant onboarding and enhance the general participant expertise. We're nonetheless attempting to optimize additional with new concepts,” mentions Kharbanda.

Rummy Ardour noticed an uplift of 23% in-app stickiness among the many 30-day cohorts of customers who deposited cash. Additionally, they noticed a 41% uplift within the Day-30 retention charge amongst customers who repeatedly deposit cash.

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