Case Study: Rummy Passion achieves 35% reduction in marketing costs with Branch

How Branch helped Rummy Passion control marketing costs and deliver superior crosschannel experiences at scale

Rummy Passion is a leading digital rummy platform in India with apps on Android, iOS, desktop and mobile web. As they scaled, the team struggled with fragmented attribution across hundreds of ad partners, a partial view of the user journey because users weren’t deep-linked into the app, rising customer acquisition costs, and widespread fraudulent registrations and fake personas that harmed user experience.

Branch implemented Universal Ads and deep links with a consolidated reporting dashboard, reliable down-funnel event attribution, dynamic long links, and fraud-prevention rules. The result: a single source of truth for campaign performance, 35% lower overall marketing costs, a 30% drop in affiliate CAC, 10x more attributed sales for some affiliates, and a 50% reduction in fraudulent installs—enabling Rummy Passion to scale performance campaigns and improve cross-channel user experiences.

Rummy Passion