How Integrating IP into Games Can Impact Monetization

From 2011 to 2024, ZiMAD has attracted over 150M users globally and created a wide range of content in partnership with well-known brands like National Geographic, Sony Pictures, Cartoon Network, Nickelodeon, Marvel, Disney, Pixar, and LIFE.

Here is what I learned about the secrets to successful collaborations.

Benefits of Partnering with Brands

Before choosing an IP and starting a collaboration, it’s essential to understand what you want to achieve and what can be accomplished with their support. ZiMAD’s extensive experience highlights several key advantages:

1. Expanding the User Base: Every collaboration is an opportunity to showcase creativity and develop unique content that can capture the interest of new users. It also helps keep the app’s CPI low while driving steady growth in key metrics. With an IP, there’s also potential for broader audience reach, and in some cases, a reduction in CPI has been observed.

2. Building Player Loyalty: Long-term players generally respond positively to the introduction of a new IP in the app. It keeps them interested, encourages them to return to the game regularly, and shows that the developer is committed to expanding the game’s universe.

3. Gaining Media Coverage: Collaborations with brands are also significant for attracting media attention. The media is quick to pick up on these events and spread the news across various channels. This advantage increases the potential for future partnerships with other brands.

4. ASO Tests: You can evaluate the effectiveness of landing pages, icons, screenshots, text descriptions, and other content. For example, we tested icons featuring well-known characters (from IP partnerships) for two weeks and noted a 40% increase in organic downloads of Magic Jigsaw Puzzles.

5. Free Promotion: Unique content attracts the attention of app store managers, who curate selections for users. Therefore, collaborations also offer a chance to be featured in recommendations.

6. Monetization Growth: The extent of growth depends on the format chosen. Our first collaboration for Magic Jigsaw Puzzles in 2016 was a paid puzzle pack. The actual growth was lower than expected, as there was a lot of free content available in the game. In 2020, we decided to launch free puzzle packs in collaboration with Disney and monetize them through in-app ads. This approach proved significantly more effective, and it is now our preferred strategy.

Recent Collaboration: Outcomes and Impact

We created three new packs for Magic Jigsaw Puzzles in partnership with LIFE. In the first three months after launching the IP, we observed a 35% increase in ad revenue and a 30% increase in eCPM. Brand collaborations typically last about a year, so we anticipate even more significant results by the end of the period.

Tips for Successful Collaborations

1. Choose IP Wisely: It’s crucial to ensure that the brand story you want to integrate into the game will resonate positively with the audience.

2. Think Big: There are various types of content available for licensing, including music, characters, photos, and videos.

3. Adopt a Data-Driven Approach: Your choice should align with the audience’s age, gender, and interests. Surveys can provide valuable insights into user preferences. At ZiMAD, we regularly conduct research through our social media channels, which have grown to over 500,000 members.

4. Time Your Preparation Carefully: Launching IP-based content involves multiple stages. It’s vital to prepare the game materials thoroughly and coordinate with the brand at every level. For instance, signing the agreement alone can take up to a year.

5. Find the Optimal Launch Date: Other newsworthy events should not overshadow your communication; instead, let them enhance it. For example, we released new Disney-themed puzzle packs alongside the release of Disney films, which led to impressive growth.

Collaborating with global brands brings numerous benefits for mobile game developers, the biggest being a boost in monetization. However, to achieve this, various factors need to be considered. Fortunately, you’re now aware of them. Here’s to your success!