Case Study: Mobile Premier League achieves record-high ARPU and improved LTV with AppsFlyer

MPL scores record-high ARPU through referrals while improving LTV with AppsFlyer and CleverTap

Mobile Premier League, Asia’s largest esports and skills gaming platform, faced hyper-growth challenges around user onboarding, engagement, retention, and attributing and scaling complex marketing campaigns across channels. To centralize data and improve early user journeys, MPL sought a single platform to track installs, measure lifetime value, and personalize campaigns—partnering with AppsFlyer (and integrated partner CleverTap) to address these needs.

Using AppsFlyer’s Deep Linking, OneLink Smart Script, User Invite Referral and Raw Data reports (with CleverTap Journeys for in-app nudges), MPL streamlined onboarding, improved attribution, and personalized engagement. The result: referrals produced the lowest uninstall rate among non-organic sources (58.65%), the highest ARPU (Rs. 100), a loyal user/install ratio of 4.73%, zero cost-per-install for referrals, faster time-to-insight for LTV modeling, and reduced UA overlap—demonstrating measurable impact from AppsFlyer’s solution.

Mobile Premier League

Arpit Awasthi

Vice President of Growth Marketing