Case Study: Cross Field boosts ARPU 30% with Google AdMob app open ads

Cross Field boosts ARPU 30% after adopting app open ads

Cross Field, a Japanese mobile games studio, wanted to increase average revenue per user in its casual and hyper-casual games without hurting retention or increasing churn. Working with Google AdMob, the team explored monetizing the app launch experience with app open ads and needed to prove the new format would not negatively affect the user experience.

Using Google AdMob app open ads with Firebase A/B Testing, Cross Field tested different ad frequencies across multiple games to find the right balance between monetization and retention. The result was a 30% increase in ARPU, app open ads accounting for 20% of in-app ad revenue in implemented apps, and minimal impact on user retention and churn.

Cross Field

Yuki Daigo

Head of Marketing