Case Study: Backflip Studios achieves automated data engineering and a "Monstrous" BI with Singular

Singular Empowers Backflip Studios to Automate Data Engineering and Build Its “Monstrous” BI

Backflip Studios, the mobile game developer behind hits like DragonVale and Paper Toss Friends, needed to test two new ad networks each month, run campaigns across 20+ networks, and build a world‑class internal BI system for its iOS and Android portfolio. To solve these challenges they adopted Singular’s mobile intelligence platform—using Singular for Budgeting, Spend Aggregation, Creative Optimization, Alerts and Goals—to centralize acquisition and spend data and support real‑time decision making.

Singular automated extraction from 600+ ad networks, standardized spend with zero configuration, and mapped cost to conversions for Backflip’s Tableau‑driven BI, while providing creative analytics, Alerts and Goals. The solution eliminated the need to build and maintain frequent ad‑network scrapers (saving roughly a full‑time data engineer plus senior engineering support, per Backflip), improved pacing and budgeting (helping the team save money), enabled daily cross‑team insights, and added revenue tracking for titles like DragonVale—Singular is used daily by Backflip’s marketing team.

Backflip Studios

Jason Conger

Director of User Acquisition and Monetization