Chinese game developer Chukong’s Fishing Joy app achieves number 1 rank in iTunes in 33 countries with help from AdMob

Smartphone game Fishing Joy has become a wild success for Chinese mobile game developer Chukong Co., Inc, driving over 80 million downloads to date and earning revenues of over 5 million yuan in just the first 3 months of release. In order to make the app successful, Chukong used click-to-download AdMob ads to promote game downloads while generating revenue from serving AdMob in-app ads on Fishing Joy. AdMob’s click-to-download ad format allowed Chukong to send users who clicked on their ad directly to the App Store, reducing the number of steps to download the app and thereby increasing conversions.

Chukong also took advantage of AdMob’s latest feature which blocks advertisements from users who have already downloaded Fishing Joy, displaying them only to those who have not, improving marketing efficiency and reducing promotional costs.  By using AdMob to promote the app to smartphone users as well as run in-game ads to make money, AdMob provided an all-around solution for both promotion and monetization.

“Due to the increasing number of game developers and ‘knock-offs,’ the success of mobile phone games increasingly relies on marketing and promotion,” says Chen Haozhi, CEO of Chukong. “The key is in the selection and use of the right promotional channels. We chose to make a significant investment in AdMob. Currently, only AdMob can assure developers that they will have predictable promotional costs. Plus, AdMob provides excellent return on investment.”

From May to September of 2011, Chukong invested 70% of its promotional budget in AdMob. With AdMob’s help, Chukong:

• Ranked as the number one free download in iTunes in 33 countries and as the top grossing app in 18 countries in just 112 days after release
• Attracted over 80 million downloads and 4.5 million daily active users to-date
• Grew company from 30 to 200 employees
• Attracted ¥ 100 million in foreign financial backing
• Reduced promotional costs and increased efficiency by targeting only potential new users
• Acquired new users for as little as 10 cents per user

For Chukong, AdMob has helped overcome the challenges surrounding paid software promotion models in China. In 2012, Chukong expects to invest more than $1 million (US) in AdMob to continue to reel in more customers.

For more information, read the full case study here.

Posted by Kevin Otsuka, APAC Mobile Ads Associate Product Marketing Manager

Chinese game developer Chukong’s Fishing Joy app achieves number 1 rank in iTunes in 33 countries with help from AdMob
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