Case Study: 6waves (mobile game developer) achieves 8X revenue growth with Google AdMob IAP house ads

6waves revenue grows 8X after implementing AdMob IAP house ads

6waves, a Hong Kong–based mobile and social game developer with over 28 million downloads, needed to maximize revenue from its hybrid model of in‑app purchases (IAP) and ad monetization. To reach a global audience while tailoring ads to likely spenders, 6waves turned to Google AdMob and its IAP house ads alongside interstitial and video ad formats.

Google AdMob implemented IAP house ads that predict likely purchasers and serve customized purchase prompts while showing regular ads to non‑payers; the integration also tapped Ad Exchange demand for interstitial and video inventory. The results were rapid and measurable: AdMob revenue increased 8X in two months, 60% of ad‑driven purchasers were first‑time payers, 20% of inactive users returned, and 15% of first‑time IAP buyers made subsequent purchases.

6waves

Andrew Wong

Executive Director of Marketing