Case Study: Mobile Premier League achieves record-high ARPU and lower uninstall rate with CleverTap

MPL Scores Record-High ARPU Through Referrals While Improving LTV with AppsFlyer and CleverTap

Mobile Premier League (MPL) is Asia’s largest esports and skill-gaming platform, with over 7.5 million users in India and 4 million in Indonesia. Rapid growth created challenges around boosting engagement and retention, tracking data from multiple app stores and channels, and improving onboarding so users convert and form lasting habits across a portfolio of 70+ games.

MPL implemented AppsFlyer and CleverTap for unified attribution, deep linking, automated journeys, omnichannel campaigns and referral programs. Within 30 days referrals produced a lower uninstall rate (57.65% vs. a 62% industry average), the highest ARPU and a 4.73% loyal-user/install ratio, while eliminating referral CPI, improving LTV modeling and attribution across web and app, and reducing acquisition costs and churn.

Mobile Premier League

Arpit Awasthi

Vice President of Growth Marketing