Case Study: IGG (I GOT GAMES) achieves up to 200% increase in ads ARPDAU with Google AdMob

IGG increases ads ARPDAU up to 200% with AdMob platform

IGG, the developer and publisher behind Lords Mobile and more than 50 titles, faced declining revenues from mature games like Castle Clash and needed to diversify beyond an IAP-only model while gaining better insight into user lifetime value. To revamp its monetization strategy, IGG adopted the Google AdMob platform—using mediation, bidding, and cohort reporting—to test in-app ads across selected games and measure impact.

Working with Google AdMob, IGG formed a dedicated ad monetization team, ran experiments, and integrated AdMob across new casual games and several existing titles; the results included a 100% increase in fill rate and a 100–200% uplift in ads ARPDAU, ad monetization becoming default for new casual releases, and doubled revenue from top markets thanks to improved LTV insights.

IGG

Malen Li

Marketing Director