Where is VOODOO Racing to? – Portfolio Planning with AdIntel

I mostly try to focus my writing on content rather than product features. However, it does look like the posts that get the most attention from our readers are driven by new data we are adding to AdIntel. So this is going to be a post about new features and new data. To be honest, old data gets me bored and so writing about new data is much more exciting – let’s begin. This week we introduced 2 new screens in the Advertisers tab. “Portfolio planning” and “Corp planning” We will give the details about them in a bit. Here is what we found that was interesting about them.

Racing, Racing, Racing, Racing, Racing, Racing

I love patterns in data and this one is as consistent as it gets. It looks like the top 6 spots are taken by games that chose “Racing” as the category in the app store. Oddly enough, none of them have cars as part of the game. One more thing you might notice – looks like 4 of them are made by Voodoo. Maybe they are on to something.

So why does Voodoo like Racing so much?

So like any company in the hyper casual space, Voodoo is trying to buy at a low CPI and monetize at a high CPM. Both are determined by algorithms but these algorithms behave quite differently. CPI is driven mostly by IPM which in its turn is driven by the creatives. Monetization levels these days are determined by supply and demand and so boosting the demand for your supply is critical.

Algorithms like categories

Algorightms tend to like data and specifically they do well with data that can be classified into categories. It’s therefore safe to assume that the app store categories are in use in every possible targeting algorithm used by ad networks. What this means is that Algorithms can also be fooled into believing that a game like Rolly Legs (from the screenshot above) is somewhat similar to a game like Asphalt 8 or CSR Racing while they are in fact miles apart. So by choosing Racing, Voodoo may have found a way to boost demand from high paying titles like the real Racing games.


Portfolio planning feature

So this was a good example of the type of insights you can expect to find in the new screens. Portfolio planning focuses on apps and is built as a tool to find apps, categories, and genres that are performing well as arbitrage opportunities. In other words, if you are in the hypercasual business and are thinking about what game you should be making next this could be a good place to start. If you are publishing hypercasual titles, this table should allow you to find genres or types of games you should look at. The screen attempts to estimate the CPI in which titles are being installs and the CPMs in which the games may be monetizing. If the CPI is below average and CPM is above average we map this gap and highlight it for you.

Corp planning feature

This screen is quite similar in it’s approach but it highlights studios instead of apps. This allows for finding studios who may have cracked the code on how to make successful hyper casual games with high margins.

Why read long posts

The content of this blog post is also available in video.

AdIntel data for multiple functions

In most game studios AdIntel data is so important that it serves more than one function in the organization:

  • On the marketing side – it allows to drive decisions about creatives and channels
  • Monetization managers can use the benchmarks features to improve
  • Product planning also improves with AdIntel as you can get new idea for future games while having benchmarks to make better decisions on your soft-launches

If you are not sure if AdIntel is a good fit for your organization we will be happy to set up a demo. Alternatively you can also try it out for free for 7 days.

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Raised in the Kibbutz and reborn in the city, Yaniv is a certified entre-parent-neur. When he’s not busy doing SEO, content marketing, administration, QA, fund raising, customer support… [stop to breathe], you can find Yaniv snowboarding down the slopes of France and hiking with his kids. Yaniv holds a B.Sc. in Computer Science and Management from Tel Aviv University. He is also an avid blogger and a speaker at industry events. Before SOOMLA, Yaniv co-founded EyeView


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