Case Study: Umami Games achieves scalable growth and automated post‑IDFA analytics with Tenjin

How gaming studios can start self-publishing and scale post-IDFA

Umami Games, a Denmark-based hyper-casual studio founded in 2019 that shipped ~80 games in two years and saw “ABC runner” reach the top three of Apple’s US charts, faced a major challenge after iOS privacy changes (post‑IDFA). To avoid being “too blind” when making product and UA decisions, Umami needed to automate data processing and centralize marketing analytics — they adopted Tenjin for marketing analytics as part of that shift.

By pairing Tenjin with a custom BI stack (GameAnalytics DataSuite, AWS Glue and Athena) and new data hires, Umami automated what had been manual workflows, moved UA testing to Android, and expanded KPI tracking (CPI, playtime, Day‑1/Day‑7 retention, CTR, CVR, IPM) plus app‑portfolio benchmarking. The changes increased insight and enabled in‑house publishing and scale — team size grew from ~3 to 8+, the studio shipped ~80 games in two years, and achieved a top‑three Apple chart placement — outcomes Tenjin helped enable by centralizing marketing analytics for precise UA and performance decisions.

Umami Games

Riley Andersen

Co-Founder