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Logo GameNexa
GameNexa Studios menggunakan Firebase untuk menggandakan pendapatan pembelian dalam aplikasi dan mendiversifikasi strategi monetisasi
Screenshot GameNexa

Pendahuluan

GameNexa Studios adalah developer aplikasi dan konsultan yang berbasis di India. Mereka telah merilis lebih dari 40 aplikasi dan game melalui tiga brand, yakni Star Play Creations, AppStar Studios, dan GameNexa, serta melayani hampir lima juta total pengguna setiap bulannya. Selain meluncurkan produk sendiri, mereka juga membantu developer lain memaksimalkan aplikasi dan game mereka.

[Aplikasi paling populer] GameNexa(https://play.google.com/store/apps/details?id= com.maps.voice.navigation.traffic.gps.location.route.driving.directions) menawarkan GPS dan navigasi suara, rute mobil, notifikasi tempat terdekat, dan banyak lagi, semuanya tanpa koneksi internet. "Pengguna menyukainya karena aplikasi ini dapat memberikan navigasi suara lingkup lokal yang dapat Anda download dan gunakan secara offline," kata Srinivas Reddy Kamireddy, Director dan CEO GameNexa.


Tantang

Seperti banyak perusahaan game lain, aliran pendapatan GameNexa terganggu oleh pandemi COVID-19. Sebelumnya, perusahaan ini memperoleh sebagian besar pendapatannya dari iklan di aplikasi dan game yang dapat didownload secara gratis. Namun, ketika banyak pengiklan mereka memangkas anggaran karena COVID-19, pendapatan iklan GameNexa menurun. Berdasarkan penghasilan iklan dalam aplikasi mereka di AdMob, "kami melihat penurunan yang signifikan dalam eCPM [perkiraan biaya per seribu tayangan]," ucap Kamireddy. Mereka juga melihat penurunan pembelian dalam aplikasi.

Tim membutuhkan cara berbasis data untuk mendiversifikasi aliran pendapatan mereka dan mengimbangi kerugian terkait COVID dalam pendapatan iklan. Karena itu, mereka pun beralih ke Firebase.

Screenshot GameNexa

Solusi

GameNexa needed to pivot from a one-size-fits-all strategy to a diversified revenue model that was tailored to their users. To do that, they needed to know more about their users and how they behave. So using Google Analytics, GameNexa grouped users into segments by language, session duration, country, and more, and used Firebase Predictions to identify which segments were likely to make in-app purchases. Then they used Firebase Remote Config and A/B Testing to test variables like ad frequency, placement, and in-app purchase offers on each group to find the most effective offer for each segment.

As a result of these efforts, GameNexa saw a 2.5x increase in revenue from in-app purchases (IAPs) and was able to bring their ad revenue back up to pre-COVID levels by doubling ad impressions. In addition, by "creating customized IAP packs with different prices for selected audiences, our conversions increased by 6x," Kamireddy said.

"Using Firebase, we increased ad revenue without any negative effects on user retention or user experiences," he added.

In addition, GameNexa also invested in improving their app quality for a better user experience. They used Crashlytics and Performance Monitoring to get actionable insights that would help them improve their app experience across the board. In fact, by reducing crashes by 5x and ANRs (Application Not Responding error) by 2x, GameNexa's user retention and session duration have further increased.

Inspired by their success, GameNexa plans to continue using Firebase for their future projects, including testing localized UIs for their global audiences. Through their consulting practice, they also plan to share what they've learned about the power of data, personalization, and agility in the face of adversity with other app developers.


Hasilnya

Konversi pembelian dalam aplikasi naik 6x lipat

Pendapatan pembelian dalam aplikasi meningkat 2,5x lipat

Jumlah error menurun 5x lipat

Logo GameNexa

"Firebase telah menjadi terobosan baru dalam bisnis kami. Firebase membantu kami beradaptasi melalui situasi sulit dengan data yang kami butuhkan untuk meningkatkan aliran pendapatan kami sekaligus menjaga kepuasan pengguna."

- Srinivas Reddy Kamireddy, Director & CEO, GameNexa Studios PVT LTD