How Jam City Utilized Dynamic Installs To Grow Their User Base

Company Overview

Jam City (formerly SGN Games) is a Los Angeles-based mobile studio behind six of the Top 100 highest grossing games across Google Play and Apple App Stores. Their games have been downloaded more than 800 million times and are regularly played each month by nearly 50 million people. Jam City’s portfolio of hit gaming apps includes Cookie Jam, Panda Pop, Juice Jam, The Book of Life: Sugar Smash, and Genies & Gems.Jam City has fantastic game development skills, but its long-lived success is also due to its ability to reach and retain new users including expanding to new geos. To date, more than 40% of their users are from outside the US.

The Strategy

Jam City’s user acquisition strategy is integral to their success. On-Device Dynamic Installs are a key component of that strategy. “Our goal is to see our games in the hands of new customers, and Digital Turbine provides us an efficient way to do just that,” said Sumee Oh, Jam City’s Director of Marketing. “As an alpha-partner of Digital Turbine, we’ve witnessed impressive results leveraging their Dynamic Installs.”

The Solution

Jam City’s success is rooted in Digital Turbine’s capability to reach users directly on their smartphone at device activation as well as over its entire lifecycle.  A Dynamic Install strategy allows potential customers to engage with an app when they are actively looking for new content —at the time of device purchase and setup.
Jam City’s Director of Marketing, Sumee Oh, observes that the majority of users open their preloaded app within the first 30 days of new device ownership. But, unlike other ad inventory, the app continues to be opened over the coming days continuing to improve the conversion rate. “The presence of the app on the phone can be a plus over time. I price that into my model because I pay off a download and a click, and then an open,” Oh says. “It’s a no-brainer. One, I get the branding. Two, I have a higher likelihood that the user will choose to engage – that they will click, check out and play our game.”

The Results

Digital Turbine and Jam City together pioneered strategies for reaching, acquiring, and retaining new users.  On-Device Dynamic Installs provide the ability to directly reach and scale new and active mobile users while achieving a conversion rate of over 25%.Digital Turbine’s ability to match games with relevant users has enabled Jam City to land over 10 million installs across its portfolio of games.