Why Pakistani Mobile Gaming Studios need to start using an MMP

if I tell you that what's the main uh benefit which we got from MMP is that we targeted users which uh you know generated more retention you know this L us to generate um 30% increase in retention uh when we start keep doing UA on on particular networks and we were used to get around 100K downloads for a game but right now we are getting more than 300K downloads for a game in a month so it only happened because we targeted Right audience on right Channel and it is not possible without M hello everyone I'm thear the marketing manager at tenen and today we are diving into a very crucial topic which is also

something that's very close to my heart personally which is the landscape of Pakistani gaming Studios so in my daily interactions with developers from Pakistan I've observed a set of repeating challenges that they face and um as the industry experiences significant growth I think it's essential to address these issues from the perspective of a successful Studio that is why today I'm joined by tasir Mustafa from fin games and together we will delve into the current problems that exist in the Pakistani gaming space and also discuss how Pakistani Studios can continue to improve and thrive in this growing market so without further Ado let's get started um tasir can you please introduce yourself yeah sure hey everyone my name is tasir Mustafa I am the chief marketing officer at ch games I manage user acquisition and monetization team

uh I would also like to give a brief introduction about Finn games and overall Pakistani game industry so Finn is one of the top gaming studio from Pakistan um we have more than 1.2 billion downloads globally we have published more than 20 hit games uh some of them are featured by App Store and Play Store multiple times uh about Pakistan gaming industry uh it is right now booming uh I must say um there are more than 200 gaming studios in Pakistan with over 20,000 Workforce um we are generating around 500 million in annually um in revenue and we are experiencing 30% annual growth rate right it is indeed booming and that's why I think it's really important to have this conversation today um

so yeah I wanted to ask you tasir what kind kind of games do you publish at fin games and how long has fin Games been around yeah so we uh we we have good experience in developing and Publishing sports game like football simulation games basketball simulation games we've got a lot of success on both App Store and uh Play Store for you know for this Sports uh we have also good expertise in publishing PBB games and we have started developing and Publishing hyper and puzzle games and we got a good success in both uh the genres as well we have been in Industry uh from P more than seven years wow so like probably one of the earlier gaming studios in Pakistan yeah right great um right so I really want to hear from your

perspective um what kind of problems do you think currently exist in the Pakistani Mobile gaming space yeah so if you ask this question to anyone in in here in Pakistan so you know they will definitely going definitely going to say one thing that you know we are population games and the our competitors they are in you know all around the world they are in USA they are in China they are in Germany so our competitors are you know everywhere like tier one tier2 tier3 countries everywhere we have the competitors so those competitors they have access to best resources uh it means that they have access to best resources they have access to best tools and we are clearly Laing there so we don't have you know this uh uh kind of um access to these tools and Human Resources so that's a

one challenge which I think we are right now facing and the other thing which is connected with this uh you know problem is that we need to give awareness to you know uh young uh people that you know game development can be your career you know right now after the graduation everyone is you know trying to go into the web development or right now you know currently it is every AI is everywhere so they want to join and they want to go there so I think we need to keep in Awareness that if you want to you know do to do something AI you can still do it in gaming industry as well so that is you know another issue which I think we are right now facing um other than that um another thing is that most of the studios here in Pakistan they are relying on in so you know and it is very challenging to get a positive Roi by

just relying on in X so we are not designing the games where Ina purchases can also make contribution in Revenue so that's one thing which I think we are you know missing here in Pakistan uh so every Studio most of the studios are relying on inex uh another issue which I think is that when we develop the game after the game development when we are doing user acquisition in different GEOS so what actually we do is that yeah just do the localization and all culturalization what we do is that okay if we are trying to you know run the campaign in Japan just you know change the background or something like that you know if you are if you're running the campaign in India just display the Indian flag um in the logo so that's not the you know culturalization or localization which uh

we we need to do I think we need to involve this basic thing when we are developing the game while you know game development we should see that if we are going to publish this game worldwide if we are going to publish it in Japan India and other countries then we should see which team is going to be suitable for those countries so this is I think we are also missing that we develop the complete game and after the game development Wilding user acquisition we just you know make one or two changes in create different form and we think that we are good um in localization um and yeah we can start running the campaign so these are the issues which I think we are right now facing but as the I must say that Pakistani gaming industry all the studios are very well connected uh we are trying to solve these issues uh not only this issue but whatever issue we Face we try to get it solved um and

hopefully the issue uh you know when we talk next time these want be you know issues which we'll be discussing there will be something new yeah yeah um I agree I mean I think I was just recently in laar and I met a lot of uh I met you as well and then a lot of Pakistani gaming Studios and I did realize that it's very well connected and that's been really nice to see yeah um and I think a really important point that you have just talked about is um about the danger of reliance only on inapp Advertising as a monetization strategy um I think we at tenen have also been observing this trend towards a more hybrid model of monetization uh since the past couple of years and yeah I think it's uh a really important piece of advice um so yeah thank you for sharing that um another thing that I've also noticed um in the Pakistani uh Gaming Community is that aot lot of developers and Publishers um

are only relying on Google ads for um advertising so running UA campaigns and personally I see that as problematic but um I will talk about that in a second but I want to hear from you um when did fin games upgrade to running user acquisition campaigns on different channels and why yeah sure so it is true that you know most of the Pakistani ging studios are using Google ads so I would like to share the reasons uh one main reason is that Google ads have invested a lot in Pakistani gaming industry uh educating the U you know why this is important so it through thing we must get gred to Google ads right so other thing is that Google ads uh if I wanted to start a campaign on on Google ads you know I don't need a cause to set up the campaign it's totally free they

have given us the fep you can it's a free tool you can use the fepas Google is self attributing Network you don't need any MMP you can use the Firebase and you can start rning the campaign right it is very simple as compared to other network so yeah that was another reason that you know Pakistan was using the Google ads most of the time because you don't need any cost at least to configure the campaigns to start new camp another reason Reon that Pakistani Studio was using the Google ads was the text ads text ads on Google ads uh those were used to be you know perform very well on Google ads you don't need any images you don't need any videos you don't need any T just enter the text and you can start the campaign and it was ging a good result right so but now industry Dynamics have changed you required video creatives you required playable so when this thing you know

came into then Pakistani Studios then you know realized that there are other options as well if we wanted to then the you know labels and there are some other uh U channels available so that is why then you know they started exploring different channels so we have been using um you know multi channel from past more than three years one of the main reason was that we have a great iOS portfolio and for Google ads is not always you know best choice so yeah that was uh one re that we started using and exploring other channels right and um how have the results been so far are you happy with this you know change that you guys made um yeah maybe you could share a bit about that yeah the result is very good it's very amazing the which we got uh because only by using the Google ads only we were not able to scale uh our

game which we wanted to you know scale so uh there was you know we were able to scale on Google EDS to a limited you know Lev but when we started using you know multi channels um then you know we realized that we can scale our game you know up to Next Level uh using you know other channels um uh our competitors were using before when we were using on Google ads we were missing the potential users you know and our competitors were targeting those users so when we started you know those multi channels then we got a very good and amazing yeah so I think that's one benefit one big benefit of you know um going towards multi-channel um advertising that you are able to scale your campaigns more but then uh if you even look at it from another perspective I think that if you're just sticking to one channel which in this case for

Pakistani Mobile gaming Studios is Google ads what do you do when it stop stops performing like or when it starts underperforming and I feel like Google has made so many changes to their algorithm recently and I talk to a lot of Studios who are facing this problem uh at the moment so what do you think about that it's it's 100% true that you know uh using the only relying on Google ads uh you SM scams uh you have to you know explore different multi channels right um so then that brings us to my next question which is uh from your experience uh what channels have been most effective uh and do you have any tips for developers who are just starting out on their Journey towards advertising on different channels yeah it it really depends on yra so for example for if you are developing puzzle game then Unity Unity

should be your first choice for puzzle game along with app and Google so if you developing hyper casual games then it's iron Source mle Google meta Plus Google ads so these should be your choice uh for hyper casual gam and same goes for hyper casual games as well so uh for the new studio I will say that you know before starting UA on all of these channels all together just start with us with one uh Channel along with Google ads Target only the key region of your game you know uh you don't need to start worldwide just start with the key region of your game just see that work the key region of your competitor just Target dead region uh with a limited budget and start the U along with along with Google ads start you know start on another Channel as well so let's say you start on win Trel

so uh you should see the performance that how it's going so if it is giving you the good result then you can you know start scaling it you can start expanding the budget and for the future you will see that okay for this kind of um for these kind of games this network you know performs well for this kind of game this kind of uh network uh this type of network performance well so uh and after a couple of months you will have good understanding that what uh Network you should you know go with when you are let's say publishing a hyper casual H and you only targeting let's say tier one countries so you will have the complete data after a couple of months but start with the you know small skill small budget and then you know learn from your experience right so your advice is do Google ads but then depending on your JRE also add one network at a Time start like small scale and then you know get an idea of how you

are performing and then you can you know go more larger scale or add more ad networks into your stack exactly yeah right okay I think that's great advice and with that I also want to mention that um attention we do release these quarterly Benchmark reports um that's year I think I'm I'm sure you've also seen them so I think that's really useful in you know finding out what the best ad networks are um or what the best countries are ranking at the moment so um yeah I'll also share a link uh to our latest report and um yeah so everyone can have a look um so then uh my next question to you is that so once you moved to advertising on different channels you obviously automatically needed to add an MMP into your stack um and that's kind of where tent comes into the picture um so I wanted to ask how has an MMP helped

fin games reach their growth goals MMP is very important very crucial you know without it we were not able to explore different channels right so we tested different channels using mmps we you know observe that what as I mentioned that you know right now we have the good understanding that if we are publishing this kind of puzzle games then you know we are going to publish it on this network this users from this network for this kind of games it gives us good good retention and everything right so uh with MMP um what actually if I if I tell you that what's the main um benefit which we got from MMP is that we targeted users which uh you know generated more retention you know this L us to generate um 30% increase in retention uh when we

start doing UA on on particular networks and we were used to get around 100K downloads for a game but right now we are getting more than 300K downloads for a again in a month so it only happened because we targeted Right audience on right Channel and it is not possible without m so you it's because an MMP is able to show you the data for all your channels normalized into One dashboard so you're really able to you know dive deeper get deeper insights and really know which channels and campaigns are bringing you the most Roi right 100% yeah this it got it um and that brings me to my last question to you um what did you particularly like about

tenen so I have used multiple uh mmps uh the uh first one which I would like to share is the integration it is really easy for both marketers and for the developers I mean I don't have to do multiple clicks or I I don't have to go you know visit multiple pages to add the postp it is very simple you know on tanging dashboard to integrate apps and AD networks so for that's yeah the first thing the second thing is that uh all the networks are available on tangent for integration I never face any issue that you know if I if I wanted to try a particular Channel and it is not available on T so all the available on dine other than that dashboards and Reporting are very cool I can see all the data which I wanted to see um other than that the uh uh price it is really very cost effective if we

compare it to uh other uh you know services available in this industry okay and yeah last but not least this Cort it is you know very efficient and you know very supportive I got the you know personalized Cod uh from tenin and I am really happy with it that's that's really great to hear I guess like just one thing I would like to add to that is um because I think it's important for Pakistani Pakistan based teams is that we can also offer support in Udu so you know I can imagine that um yeah that would be helpful and um yeah I think that brings us to the end of the conversation thank you so much tasir for joining us and for giving us all of this you know really useful advice and um and uh with that um if anyone listening

has any convers uh any questions please feel free to leave a comment below and don't forget to like And subscribe to our channel to get access uh to more similar content thank you