Case Study: Netmarble Turkey achieves 2 million downloads and #1 app store rankings in under 3 months with Adjust

How to land 2 million downloads in under 3 months

Netmarble Turkey launched Travelling Millionaire fully localized for Turkish and Arabic audiences with an ambitious goal of reaching 1 million players in the initial Turkish launch. To hit that target and support real‑time multiplayer gameplay, the team needed granular, real‑time measurement of acquisition channels, retention (D2/D7), ROI, sessions and concurrent users across a 360° marketing mix including mobile ads, TV advertorials, outdoor, viral videos and influencers.

By using Adjust’s flexible tracker URLs, integrated partners and cohort analysis, Netmarble created unique trackers for every channel and piece of content, enabling rapid optimization based on retention and performance signals. The campaign—bolstered by high‑profile TV spots and influencer virality—drove explosive organic uplift (e.g., 933 to 18,000 users after one TV appearance, 60,000 installs in two days from a product placement), cut CPI from $1.10 to $0.20, topped the App Store and Google Play, and delivered over 2 million downloads in under three months with peak concurrent users surpassing 30,000.

Netmarble Turkey