01
Executive Summary
02
Game Overview
03
User Acquisition
04
Top Creatives
05
Top Creatives (Competitors)
06
User Acquisition Strategy
07
Creative Strategy
08
Coin Master Strategy
Level Completion Rewards
PvP Battles
Thrilling Raids
Tournaments
Interactive Events
Initial IAP offer Village 1
First Timer Pack Village 1
Coin offer Village 2
Enhanced “First Timer Pack” Village 2
Labor Day Special Offer Village 3
Daily Spin Offer Village 4
Mission Pack offer Village 5,6
Enhanced Coin offer Village 7,8
Buy Snacks offer Village 9
Achievement Pack Village 10
Revenue of $3,610,934,974.
Top Tier-1 countries in revenue: USA, Germany, UK, France, and Australia.
Total downloads of 338,265,324.
Top Tier-1 countries in downloads: USA, UK, France and Germany.
Downloads: The UA strategy adapts to changing download trends, with a 2.44% decline in the last 14 to 30 days and an 8.47% drop in the next 30 to 60 days. This agility is reflected in shifts in monetization networks and market focus.
Revenue: Revenue dynamics show a 2.34% increase in the last 14 to 30 days, followed by a 4.3% decline in the next 30 to 60 days and a modest 0.63% increase in the last 60 to 90 days. The strategy optimizes revenue through shifts in monetization networks.
Monetization Networks: Facebook and AdMob are focal points in the UA strategy, with significant growth in the last 14 to 30 days. The strategy diversifies across multiple networks to bolster revenue stability.
Popular Markets: The UA strategy responds strategically to changing popular markets, with a 12% decline in the USA in the last 14 to 30 days. In contrast, markets like France, Germany, and Canada exhibit growth, showcasing the strategy's focus on potential markets through targeted ad campaigns and localized adaptations.
Unique/New Creatives: The creative strategy demonstrates a 29.9% decrease in unique/new creatives in the last 14 days compared to the previous 30 days, signaling ongoing creative optimization efforts that prioritize quality over quantity.
Monetization Networks: There's a calculated shift in the creative strategy monetization networks, with a 13% decrease in Facebook usage and a substantial 69.8% increase in AdMob utilization in the last 14 days versus the prior 30 days. This reflects a focus on maximizing revenue through effective network allocation.
Popular Markets: The creative strategy strategically expands into growth markets like Germany, France, and Australia while maintaining modest growth in the USA. This adaptable approach aligns resources with market potential and tailors marketing efforts for optimal results.
Coin Master developed by Moon Active is a mobile game where players can spin a virtual slot machine to earn coins and other rewards. Players can use these coins to upgrade their virtual village and attack other players' villages. The game also features a social aspect, where players can join or create a team to compete with others.
Coin Master distinguishes itself with its straightforward and engaging gameplay. Players spin a virtual slot machine, relying on luck to secure prizes. This element of chance adds an exciting layer of unpredictability to the game.
Winning Combinations: Success in Coin Master hinges on achieving specific winning combinations. The most coveted combination is landing three money bags, resulting in a substantial coin reward. Players must also strive for three ax symbols to attack and conquer rival Viking villages, while three battery symbols replenish their spin count. To engage in village raids and pilfer resources, players aim for the three pig symbol combination. Furthermore, three armor symbols serve as a protective shield for one's own village, thwarting enemy attacks.
Progressive Village Building: Beyond the slot machine, players engage in constructing their Viking village. This aspect adds depth to the gameplay, requiring the strategic use of the earned coins. It's imperative to invest these coins promptly to prevent rivals from raiding and plundering one's hard-earned resources. The acquisition and utilization of in-game items, such as armor, play a pivotal role in safeguarding the village.
Card Collection for Rewards: Coin Master introduces a card collection mechanic that amplifies the game's strategic depth. Players gather cards over time, with each set completion yielding additional spins and coins. Daily treasure chests hold the key to obtaining these valuable cards, incentivizing players to check in regularly and remain engaged.
Pet Collection: Coin Master introduces a captivating meta layer that unlocks as players progress. Prior to this, players amass random cards and treasure chests through village attacks, with their importance unveiled in the pet stage. In this meta, players unlock loyal pet companions who enhance their gameplay. Pets, like raid partners, continuously yield extra coins during raids, bolstering the player's plundering prowess.
Level Completion Rewards
PvP Battles
Thrilling Raids
Tournaments
Interactive Events
1. Initial IAP offer (Village 1)
After the initial 50 spins, Coin Master introduces an IAP offer priced at $4.99, providing players with 80 additional spins for extended gameplay. Players are given the choice to make this purchase or wait for spin refills, offering a meaningful decision point.
Coin Master emphasizes social interaction by presenting two consecutive pop-ups after declining the IAP offer. These pop-ups encourage players to connect with Facebook and invite friends in exchange for in-game rewards, fostering community engagement and potentially expanding the player base.
The game consistently reintroduces the IAP offer for extra spins whenever players exhaust their spin count. This recurring approach ensures that players are regularly presented with the option to enhance their gameplay experience through in-app purchases.
2. First Timer Pack (Village 1)
Coin Master introduces the "First Timer Pack" during gameplay, priced at $1.99 and offering an exceptional 250% greater value than regular in-game store items.
This time-limited offer serves as a strategic opportunity to convert new players into paying customers by providing an attractive and affordable way to enhance their in-game experience.
To encourage prompt decision-making, Coin Master includes a visible icon and timer on the home screen, ensuring that players are aware of the limited-time nature of the offer.
3. Coin offer (Village 2)
After the initial spinning, a popup labeled "Village Master" prompts players to complete their village, offering rewards such as spins and coins for their progress.
While constructing their village using earned coins, players may encounter a "Not enough coins!" popup when their coin balance is depleted. This popup presents them with an opportunity to purchase +4 million coins at a price of $3.99.
These coin purchase offers appear whenever players run out of coins, but the specifics of the offer vary. The price and quantity of coins offered depend on the particular stage of the game, considering that each new village becomes more expensive to build. This tailored approach ensures that the monetization offers align with the player's in-game needs and progression.
4. Enhanced “First Timer Pack” (Village 2)
In Village 2, the "First Timer Pack" returns with a more enticing offer—1.5 million coins and 90 spins, providing a remarkable 250% increase in value. The inclusion of a 5-minute timer taps into players' FOMO, driving them to act quickly to seize this exceptional deal.
Moreover, after a few spins, the offer becomes even more compelling, featuring 2 million coins and 90 spins, providing players with an even greater incentive to make a purchase.
Following the offer decline, players are presented with the "Get Daily Gifts" popup. This leverages the psychology of reciprocity, encouraging players to share their email addresses in exchange for daily rewards. This not only enhances player engagement but also establishes direct communication between the game and the player, improving retention and engagement strategies.
5. Labor Day Special Offer (Village 3)
While players are constructing Village 3, an enticing offer coupon named "Labor Day Special" makes its appearance. This coupon promises "up to 600% more on Spins or coins," presenting players with an exceptionally rewarding opportunity.
The timing of this offer during gameplay is strategically designed to engage players during significant milestones, utilizing the appeal of limited-time and holiday-themed promotions.
6. Daily Spin Offer (Village 4)
Village 4, players encounter a daily bonus feature that offers a free wheel spin along with free coin rewards. This feature serves as an engaging daily incentive to keep players returning to the game.
After the initial free spin, an enticing offer materializes, presenting players with a "Golden Spin" opportunity priced at $3.99. This special spin promises rewards that are 10 times better than the standard spin, providing players with a significant value proposition.
This monetization approach taps into the desire for enhanced rewards and gameplay experience, encouraging players to make the purchase.
7. Mission Pack offer (Village 5&6)
While constructing Village 5, an offer emerges when players deplete their coins, labeled "Almost there?" Priced at $4.99, this mission pack presents 40 million coins, 240 spins, and 10,000 XP. The offer includes a 5-minute timer to create urgency.
After declining the initial offer and spinning further, the same $4.99 offer reappears, now featuring an improved deal of 50 million coins, 240 spins, and 10,000 XP.
Upon reaching Village 6, the "Almost There?" offer returns, now priced at $6.99. However, it offers an even more enticing deal: 70 million coins, 400 spins, and 15,000 XP.
These persistent and aggressive offers aim to prompt player purchases by presenting substantial rewards at competitive prices, fostering a sense of urgency and potentially encouraging player spending.
8. Enhanced Coin offer (Village 7&8)
In Level 7, when players exhaust their coins, an immediate popup labeled "Not enough coins!" emerges, presenting them with the option to purchase +8,000,000 coins at a price of $3.99. This offer aims to address the coin shortage and facilitate continued gameplay.
Upon reaching Level 8, the familiar "First Timer Pack" reappears at the same price point. However, this time, it offers an improved deal with 3 million coins and 90 spins, enhancing the value proposition for players considering the purchase.
9. Buy Snacks offer (Village 9)
While playing the game, a popup notifies players when their virtual pet's food is depleted, prompting them to consider purchasing more pet food. The player's pet enhances raid rewards based on its level, making pet food essential for gameplay.
Players are presented with three different pet food packs, ranging in price from $0.99 to $15. These packs cater to various player preferences and budgets, offering a choice for players to ensure their pet remains fed and active. The offer serves as a practical necessity for uninterrupted gameplay.
10. Achievement Pack (Village 10)
Upon successfully completing Village 10, Coin Master presents players with an exclusive "Achievement Pack" as a one-time, limited offer.
This package is notably more affordable compared to other in-app purchase offers and is priced at just $4.49. It includes a generous bundle of rewards, featuring 55 million coins, 300 spins, 10,000 XP, and a magical chest.
The offer is labeled as "5x value," emphasizing its exceptional value proposition. Additionally, there's a 10-minute timer to create a sense of urgency, encouraging players to seize this opportunity.
11. Enhanced Mission Pack offers
In the subsequent game levels, Coin Master adopts an aggressive strategy to promote "Mission Packs." These packs offer progressively enhanced rewards each time they are presented to the player.
After players decline the initial offers, Coin Master strategically adjusts the graphics and names of these offers while maintaining the same price range. This iterative approach aims to capture player interest and engagement by continually improving the value proposition, enticing them to consider making a purchase.
12. Persistent “First Timer Pack”
As players progress through the game's levels, Coin Master consistently presents the "First Timer Pack" offer priced at $1.99. The rewards within this offer progressively increase, ranging from 250% more value to an impressive 700% more value.
This persistent and escalating approach is designed to provide players with exceptional value and create a sense of urgency, potentially encouraging them to make a purchase as they perceive the increasing benefits offered by the pack.
In-game currency
1. Coins
Coin Master offers a range of coin packs, spanning from $1.99 to $99.99, catering to diverse player preferences and budgets.
Among the available options, the $9.99 coin pack is notably labeled as the "most popular," likely due to its balanced value proposition.
To incentivize players, Coin Master introduces an enticing first purchase bonus. This bonus provides an additional 10% to 120% more coins, depending on the selected coin pack. This initial boost encourages players to kickstart their in-game journey with enhanced resources.
2. Spins
Coin Master provides a variety of spin packs, mirroring the coin packs, with options ranging from $1.99 to $99.99.
First Purchase Boost: Similar to the coin packs, players receive an enticing first purchase bonus when acquiring spin packs. This bonus grants an additional 10% to 120% more spins, contingent on the chosen pack.
3. Pet Food and XP
Within Coin Master's intricate meta layer, pet food plays a vital role. This in-game item is designed to maintain the virtual in-game pet's activity level, enhancing its effectiveness in aiding the player.
Pet food is available in six different packs, mirroring the coin and spin packs. These packs are priced between $0.99 - $99.99, offering players flexibility in their investment in nurturing and optimizing their in-game pet companion.
Top Countries Tier:1
USA
🇺🇸 (47%) : $1,691,102,099
Germany
🇩🇪 (11%) : $382,219,604
UK
🇬🇧 (7%) : $243,871,808
France
🇫🇷 (3%) : $121,599,914
Australia
🇦🇺 (2%) : $64,960,613
Other Countries:
Canada 🇨🇦 (2%),
Spain 🇪🇸 (2%),
Brazil 🇧🇷 (2%),
Top Countries Tier:1
USA
🇺🇸 (38%) : 61,546,401
UK
🇬🇧 (3%) : 16,623,337
Germany
🇩🇪 (3%) : 9,759,417
France
🇫🇷 (3%) : 10,685,336
Other Countries:
Brazil 🇧🇷 (13%),
India 🇮🇳 (13%),
Mexico 🇲🇽 (5%),
Top Monetization Networks (Last 30 days)
RpD
Tier-1 West: $24.37
Tier-1 East: $20.88
Global: $10.67
Dec 30, 2022
4,973,003
USA (77%),
Germany (7%),
France (2%),
Australia (1%)
India (2%),
Italy (2%)
Apr 20, 2023
16,920,859
UK (72%),
USA (5%),
Germany (2%)
Mexico (10%),
Saudi Arabia (3%)
Dec 10, 2024
24,532,461
USA (62%),
UK (22%),
Germany (16%)
N.A
Jan 10, 2022
694,937
Germany (17%),
Australia (3%)
N.A
Aug 27, 2024
718,234
USA (28%),
Australia (18%),
Canada (18%),
Germany (6%),
France (5%),
UK (4%)
Poland (7%),
Spain (4%)
Sep 01, 2022
87,055
Germany (55%),
France (30%),
USA (15%)
N.A.
Change in %
% change = ((new value - old value) / old value) * 100
1. Change in Downloads
The UA strategy exhibits an astute capacity to adapt to changing download trends. A marginal decline of 2.44% in the last 14 to 30 days is met with a more pronounced drop of 8.47% in the subsequent 30 to 60 days.
This strategy displays agility in its response to download fluctuations, mirrored in alterations in monetization networks and a recalibration of market focus.
2. Change in Revenue
Revenue dynamics convey a nuanced picture. While there is a commendable revenue uptick of 2.34% in the last 14 to 30 days, it is followed by a 4.3% decline in the subsequent 30 to 60 days. The last 60 to 90 days denote a modest 0.63% increase.
This strategy orchestrates revenue optimization through pronounced shifts in monetization networks, attesting to its keen responsiveness to revenue trends.
3. Change in Monetization Networks
Notably, Facebook and AdMob have emerged as focal points in the UA strategy, with substantial growth recorded in the last 14 to 30 days and sustained thereafter. This indicates a deliberate push to harness the full potential of these networks.
The strategy wisely capitalizes on diversification by harnessing the capabilities of multiple monetization networks. This broad-spectrum approach plays a pivotal role in fortifying revenue stability.
4. Change in Popular Markets
The shifting landscape of popular markets is met with strategic discernment. The USA witnessed a 12% decline in the last 14 to 30 days, followed by a 4.3% dip in the last 60 to 90 days. In contrast, markets such as France, Germany, and Canada exhibit notable growth.
The UA strategy demonstrates a proclivity for markets displaying growth potential. It is likely to achieve this by orchestrating focused ad campaigns and localized adaptations to resonate with the target audience.
Change in %
% change = ((new value - old value) / old value) * 100
1. Change in Unique/New Creatives
The creative strategy shows a sharp 29.9% decrease in unique/new creatives in the last 14 days versus the prior 30 days, highlighting ongoing creative optimization efforts.
The decline in unique/new creatives suggests a strategic shift toward refining existing ad assets rather than constantly introducing new ones, emphasizing a focus on quality over quantity.
2. Change in Monetization Networks
The creative strategy exhibits a calculated shift in monetization networks, with a 13% decrease in Facebook and a substantial 69.8% increase in AdMob usage in the last 14 days versus the prior 30 days.
The significant surge in AdMob usage indicates its growing effectiveness in monetization, prompting a higher allocation of resources to this network for revenue optimization.
The strategy appears to balance the utilization of monetization networks, aiming for diversification to maximize revenue potential while focusing on networks showing the most promise.
3. Change in Popular Markets
The creative strategy strategically expands into new markets, with Germany, France, and Australia exhibiting steady growth trends.
While the USA maintains modest growth, the strategy adapts to the evolving market dynamics, showcasing flexibility and responsiveness.
The strategy differentiates between markets, aligning resources with growth potential and tailoring marketing efforts to the specific needs of each region for optimal results.
Coin Master employs a thoughtful push notification strategy to enhance user retention by delivering relevant, timely, and valuable alerts throughout the player's journey.
1. Initial Engagement:
Onboarding Approach: Push notifications are gently introduced to new players with only 3 notifications on the first day. These notifications inform players about village attacks and refilled spins, setting the stage for further engagement.
2. Progressive Engagement:
Gradual Increase: As players become more immersed in the game, push notifications become more frequent, averaging around 7 per day. These notifications continue to focus on key game events, such as village attacks and spin refills.
Reward Notifications: After several days of gameplay, the strategy introduces reward notifications. These notifications provide varying rewards, such as free coins or spins, fostering a sense of accomplishment and progression.
3. Strategic Timing:
In-App Purchase Promotions: The game strategically times in-app purchase notifications. These offers are not presented to new players immediately but are reserved for later stages of gameplay.
4. Personalization and Social Integration:
Player-Centric Tailoring: While not fully personalized with the player's Village's name, the notifications are thoughtfully tailored based on the player's journey. This approach ensures that the notifications align with the player's progress and experience.
Social Integration: The push notifications incorporate the names of other Vikings who have attacked the player's village. This social aspect adds an inviting layer, especially for players who connect their Facebook accounts, where they can see their friends' names in the notifications.