[Huawei Developers] Jack Wu Shenzhen:
Miga Town is a series of open-world entertaining and educational apps designed to let kid's imaginations run wild. Released on HUAWEI AppGallery in Sep 2021, Miga Town has been inspiring creativity by allowing children to create their own rules in a virtual world. Following its worldwide popularity among millions of users, Miga Town works with Huawei for higher revenue and larger user base in Latin America.

Growing in Latin America with Ads Kit

The team behind Miga Town wanted to explore the market in Latin America. In terms of consumer trends, Latin American users are less likely to make in-app purchases (IAPs) but more receptive to advertisements compared to users in other markets. To jump on an opportunity, the executive team reached out to Huawei who, with over two decades of expanding in Latin America, gave their insights into creating a new, successful user base.

Specifically, given that Miga Town customers are part of a younger demographic, Huawei presented a monetization model that focused on Ads Kit, Huawei's platform that unifies communication for services and information. Huawei representatives suggested a strategy aiming to localize, monetize, and win.

Localize

The two parties first researched the most appropriate models and ads for Miga Town's user base. By working with localization engineers, the strategy finds most effective way to produce localized content.

Following this, the developers tried different monetization models on three apps: an IAP model for the standard Miga Town; a free-to-play plus in-game ads model for Miga Town: Hospital, and a solely ad-supported IAP model for Miga Town: Vacation.

The results show that the free-to-play plus in-game ads model provided the highest revenue. Ads were tailored to the young generation, improving interaction with new content, while improving new growth by ad monetization. Ultimately, the customer adopted this model for their apps because of the great benefits.

Monetize

The development team deployed a unified monetization model in Ads Kit across all Miga Town versions. The Huawei team studied how users navigate in the game, to determine the most effective delivery of ads. Interstitial ads run during transitions — the brief loading screens — to prevent disruption; banner ads are used to fill the unused screen space; and rewarded video ads unlock prizes for a better gaming experience.

Results show releasing rewarded video ads — watching an ad for a reward — delivers higher eCPM performance.

Win

The monetization strategy running in Ads Kit not only helped create more revenue, but also improved user experience and brand image for Miga Town in Latin America. For Miga Town, the strategy acts as a foundation for the development of new, interactive gameplay that inspires children's creativity.

Driving Growth with Ads Kit

Ads Kit is a one-stop ad delivery platform that provides application monetization and advertisement promotion services for HUAWEI device developers. It is outstanding for premium global users, precise user profiles, diverse resources and cost-effective strategies.

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