{"id":7872,"date":"2023-09-01T12:32:36","date_gmt":"2023-09-01T12:32:36","guid":{"rendered":"https:\/\/tenjin.com\/?p=7872"},"modified":"2026-04-14T11:19:04","modified_gmt":"2026-04-14T11:19:04","slug":"how-mexicos-top-mobile-publisher-boosted-their-portfolio-ltv-by-35-a-hyperbeard-case-study","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/how-mexicos-top-mobile-publisher-boosted-their-portfolio-ltv-by-35-a-hyperbeard-case-study\/","title":{"rendered":"Como o maior publisher mobile do M\u00e9xico aumentou o LTV do portf\u00f3lio em 35% \u2013 Estudo de Caso HyperBeard"},"content":{"rendered":"<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Strategic Cross-Promo for Mobile Publishers - A HyperBeard Case Study\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/02Pr4cEBMlc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Today, we will be discussing the success story of&nbsp;<a href=\"https:\/\/hyperbeard.com\/\">HyperBeard<\/a>, a hyper-casual mobile game publishing studio, and how Tenjin is helping them with multiple use-cases. To discuss this success story, we invited the co-founder and CEO of Hyperbeard, Alex Kozachenko.<\/p>\n\n\n\n<p>For a summary of the case study, you can download the PDF below. If you\u2019d like to dive deeper into what Alex shared with us, feel free to keep reading.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/growthfullstack.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/blog.tenjin.com\/\/home\/u224211618\/domains\/tenjin.com\/public_html\/wp-content\/uploads\/2023\/08\/gfs.jpeg?ssl=1\" alt=\"\"\/><\/a><\/figure>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/4079671.fs1.hubspotusercontent-na1.net\/hubfs\/4079671\/HyperBeard.pdf\" style=\"background-color:#6bb4e1\">Descarregar o estudo de caso <\/a><\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Alex, would you like to introduce yourself?<\/h3>\n\n\n\n<p>\u201cSure. My name is Alex Kozachenko. I\u2019m the CEO of HyperBeard. We\u2019re the largest mobile game developer and publisher in Mexico, with over 210 million downloads on Apple AppStore and Google PlayStore. Some of our great titles include&nbsp;<a href=\"https:\/\/hyperbeard.com\/game\/campfirecatcafe\/\">Campfire Cat Cafe<\/a>&nbsp;(launched May 2023),&nbsp;<a href=\"https:\/\/hyperbeard.com\/game\/adorable-home\/\">Adorable Home<\/a>&nbsp;e&nbsp;<a href=\"https:\/\/hyperbeard.com\/game\/pocketlove\/\">Pocket Love<\/a>. We specialize in cute casual idle games targeting a young, adult, female demographic.<\/p>\n\n\n\n<p>Personally, I specialize in business, product and marketing strategy. But, you know, to run a company you need to do a little bit of everything.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Could you tell us a little more about HyperBeard, how you guys started, and with what kind of games?<\/h3>\n\n\n\n<p>\u201cWe started in around 2016. Our first big game was called&nbsp;<a href=\"https:\/\/hyperbeard.com\/game\/kleptocats\/\">KleptoCats<\/a>, which went viral. That was our introduction to both; a successful game, and also one that we self-published. That taught us a lot. We didn\u2019t really start off saying we will make cute casual games for a female audience.It just kind of snowballed into that as we got good in that space, and at targeting that particular audience. We kind of slowly went into that direction. In 2018, we started publishing as well which brought in developers with cute casual titles over to us. So this created a business model that we are currently using today.<\/p>\n\n\n\n<p>All in, we have published 30+ titles in the last 10 years. Almost all have been cute or cute adjacent. Our biggest game, Adorable Home, got 52 million downloads. Our second biggest game, Pocket Love, that was released last year (2022) got 25 million+ downloads in the first year.<\/p>\n\n\n\n<p>We are about 65 people globally, mostly in Mexico. We also have people scattered in South America, Europe, and East Asia as well.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What marketing or product analytics tools have you guys used?<\/h3>\n\n\n\n<p>\u201cWe like to keep things fairly simple. We used to use Unity (UGS) Analytics, but as most people know they just changed their pricing so now we switched to Firebase Google Analytics. We are not doing a ton, mostly looking at Day 1, Day 7, and Day 30 Retention, Sessions per user and then setting up funnels that are big on pushing people into the game to get strong Day 1 retention, and the precursor to that is the onboarding experience.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"563\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.40.png?resize=1024%2C563&#038;ssl=1\" alt=\"Why Hyperbeard started with custom BI with Growth FullStack\" class=\"wp-image-8858\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.40.png?resize=1024%2C563&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.40.png?resize=300%2C165&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.40.png?resize=768%2C422&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.40.png?resize=18%2C10&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.40.png?w=1320&amp;ssl=1 1320w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p>As our MMP, we use Tenjin \u2013 they are our primary one. And we also use Singular here and there. We also use ironSource LevelPlay as our ad mediator. At various points in the past, we have built pieces of internal BI, but to be honest, deep engineering is not really our strength. We\u2019re much more about content, single player experiences, etc. And so, one nice thing about Tenjin is that they have been able to supplement our internal efforts and our BI is basically the&nbsp;<a href=\"https:\/\/growthfullstack.com\/\">Crescimento FullStack<\/a>&nbsp;product that they offer.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"695\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.30.png?resize=1024%2C695&#038;ssl=1\" alt=\"The tools HyperBeard used to boost mobile game performance across their portfolio\" class=\"wp-image-8861\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.30.png?resize=1024%2C695&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.30.png?resize=300%2C204&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.30.png?resize=768%2C521&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.30.png?resize=18%2C12&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.30.png?w=1114&amp;ssl=1 1114w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Speaking of Tenjin and Growth FullStack, are there any specific features that have been most valuable for HyperBeard?<\/h3>\n\n\n\n<p>\u201cWe love using&nbsp;<a href=\"https:\/\/docs.tenjin.com\/docs\/datavault-introduction\">Cofre de dados<\/a>. Historically, we were just using whatever was available on the dashboard with whatever MMP we were using. But obviously, that\u2019s pretty limited. The dashboard for Tenjin is great, it provides a lot of insights, but obviously you also want to expand beyond that. So, DataVault allows us to do that. It\u2019s great for creative performance tracking, and also one thing that we do is a portfolio LTV analysis. We\u2019re what you call a boutique publisher. There used to be a lot of these, now there aren\u2019t so many. Now mostly publishers just look for really high LTV titles that they can get lower CPI\u2019s on and buy at scale. For us, by staying within the same kind of themes, we\u2019ve been able to drive a ton of organics year over year. So we\u2019re what is known as a \u2018boutique publisher,\u2019 we specialize in a particular type of game, for a particular type of audience. Because of that we have a lot of users between our games and we really struggled to measure the financial impact of that. We know what happens, but in terms of what percentage or what kind of value \u2013 we had no clue. So, thanks to Tenjin, we\u2019re now garnering insights that we can extrapolate for the entire user base and factor into our UA strategies, which allows us to afford higher CPI\u2019s and grow at scale.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">You use aggregate-based LTV in Tenjin, which is a unique metric that we have. I wanted to understand how you think this is different from the solutions that are provided by others in the industry?<\/h3>\n\n\n\n<p>\u201cIt was kind of interesting when we were switching over from another MMP. Obviously, user-level tracking is kind of what people tend to think is the gold standard, but the problem with user-level tracking is that the entire ecosystem is moving to a more privacy-centric regulatory environment. And you get less and less data. And the users that you are actually getting data on are not exactly representative of the entire populace. And so you have these holes in your data. You\u2019re not sure if it is measuring accurately, what it is measuring, or what the holes are, or how much is missing. There\u2019s no real source of truth to tie it back to because those are the aggregate numbers you see. The amount you get paid on a daily basis, or the number of users you see that are actually downloading the game \u2013 these are your true sources of truth. And so, for us it was really frustrating because not only were we dealing with losing user-level tracking for users who are not giving their IDFA, which is a large percentage of users on iOS. But also, all of our games are for a mixed audience, which means they\u2019re perfectly safe to play for a children audience, which we define as 15 and under. We have an age gate in front of all of our games, but the problem is once you do that you have no tracking on them at all. They are not able to provide any personally identifiable information without parental consent. So with aggregate-based LTV, we can extrapolate what the revenue is across all users and tie it back to a real source of truth. So we have a lot more confidence in the data itself.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How have your KPI\u2019s changed since you started using Tenjin and Growth FullStack for a while?<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"291\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.11.png?resize=1024%2C291&#038;ssl=1\" alt=\"Cross Promo LTV Uplift with Growth FullStack\" class=\"wp-image-8863\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.11.png?resize=1024%2C291&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.11.png?resize=300%2C85&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.11.png?resize=768%2C218&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.11.png?resize=18%2C5&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Screenshot-2023-08-30-at-11.57.11.png?w=1140&amp;ssl=1 1140w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p>\u201cOne thing we have been wanting to do is expand to other geographies. We know that there is a demand for our games in other geos, that are relatively low LTV such as Brazil, and the rest of South America, and also countries in South East Asia, such as Vietnam and Philippines. These are areas that we do want to eventually target with paid growth but historically it\u2019s been very difficult because the pricing models that a lot of other MMPs offer are based on your downloads. So you\u2019re not going to pay 3 cents a download for someone in Vietnam when their LTV is probably around 3 cents. So, that\u2019s one thing that we\u2019re looking forward to doing with Tenjin. We haven\u2019t rolled this out yet, but we have been able to increase our ad spend by approximately 300% over the last quarter which has been awesome. This has been mostly in our games Pocket Love, Adorable Home and to some degree Campfire Cat Cafe. We have also been able to see our ROAS pick up 15 \u2013 20%, which is also how we were able to increase our ad spend.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">You mentioned earlier that you love using DataVault, which is our data warehouse as a service. Can you explain a little more in detail about how you guys have been using it?<\/h3>\n\n\n\n<p>\u201cWe use DataVault to pull all of the information into Growth FullStack so we can analyze it and then look at our LTV across all of our apps, both Android and iOS, and then also aggregate between the two. We also look at this data at a campaign level. That allows us to understand where users are coming from in our portfolio as a whole. Are they coming in from Pocket Love and going to Adorable Home, and then going somewhere else? Or are they coming in through one of our smaller games? Some of the games we have that we really don\u2019t prioritize but they can be a channel for users to move around in our portfolio. And that gives us insights into where we should be spending our UA efforts, how much we can spend on users in every geo, and it\u2019s just super helpful. That\u2019s what we\u2019re really focused on with DataVault \u2013 this portfolio LTV UA approach. It\u2019s something we\u2019re still rolling out.<\/p>\n\n\n\n<p>We just switched over to Tenjin this year, so we only have a limited amount of data. But obviously if we\u2019re looking at retention across the portfolio, as opposed to retention within one particular game (most of our games are around 5% Day 30 retention \u2013 which is not great but also perfectly average in the space that we\u2019re working in). But if we\u2019re looking at Day 90 retention across the portfolio, if that number can be closer to 5% or 10% we can scale a lot more because we can just contract users across as they go.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">In tandem with DataVault, you\u2019re also using Growth FullStack, which is our product for building automated data pipelines and custom dashboards. How does Growth FullStack come into all this?<\/h3>\n\n\n\n<p>\u201cWe don\u2019t really have a ton of data engineers that know how to use Tableau and other tools. Growth FullStack has allowed us to visualize everything. To sort through tables and pull in the data that we need and then hone in to the specific areas that we want to analyze at the time. For now that is mostly the US, mostly tier 1 english speaking countries. Eventually, we want to look at where the opportunity for UA is the greatest as a percentage basis, because it may not be in the US. The US is our primary market, that is where we get a lot of revenue, but that\u2019s also because the US has a lot of spending power, and also there\u2019s a lot of people in the US. But we may find that in Malaysia, we have a portfolio LTV bump of 200% ROAS and that\u2019s where we should really be spending a lot of time and effort. Because even though the users on a per capita basis aren\u2019t as valuable, they are extremely more profitable. So those are the kind of insights we\u2019re looking at, and Growth FullStack is able to let us visualize all of that.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">I believe that the LTV Portfolio, AKA the Cross-promo LTV, use case has been one of the biggest use cases we have been working with you on. Can you tell us a little more about how we have been able to solve this for you?<\/h3>\n\n\n\n<p>\u201cThe nice thing has been that Tenjin has been able to do custom deadwork to pull in all the data that goes into DataVault, and then pull it into Growth FullStack for us to help us visualize. Because, like I said, those aren\u2019t resources that we historically have in-house. We worked with various people in the past, but it\u2019s hard to piece all that together. So to have it in one place, and to have a company that is well-versed in the tool, and that can help visualize it is super important for us.<\/p>\n\n\n\n<p>To provide some specific numbers, for example, right now we only have about 90 days of the Portfolio analysis. But what we\u2019re seeing in some games, such as Adorable Home, is a 35% uplift. That means that if we are buying a user into Adorable Home, to break even they don\u2019t need to hit a 100% ROAS, they actually need to hit 35% less than that because they are going to make up for that 35% across the portfolio as they move. So then, that allows us to scale. So instead of buying users at $1, we can buy them at $1.30, which unlocks a whole other level. We see that across all of our games. So we don\u2019t need to be releasing games that are multi-million dollar hits. We can release games that additively add. And as long as they are bringing in new users, which all of our games have done in the past \u2013 then they are adding to that overall portfolio valley.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Do you have any advice for other teams that are considering using Tenjin or Growth FullStack?<\/h3>\n\n\n\n<p class=\"translation-block\">\u201cI would definitely say that you want to have a clear idea of the challenges that you\u2019re trying to overcome, before you jump in. Because effectively you can build anything. I would like to approach it in an iterative manner, like doing a biweekly analysis of what you have and then what new questions pop up, and if it makes sense to build that in. What I see with Tenjin is that they\u2019ll work with you and help you build it as part of their&nbsp;<a href=\"https:\/\/ghostwhite-antelope-160361.hostingersite.com\/pricing\" target=\"_self\">Enterprise package<\/a>. And so, that\u2019s been super helpful for us. It\u2019s really accelerated our ability to get this information and to start utilizing it. You definitely want to think before you move, but also it doesn\u2019t have to be perfect. It\u2019s not going to be perfect to start, you\u2019re going to be iterating over time just like you do with every mobile game or product, and that\u2019s totally okay. Get the insights, ask for more information and keep pushing.\u201d<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background wp-element-button\" href=\"https:\/\/4079671.fs1.hubspotusercontent-na1.net\/hubfs\/4079671\/HyperBeard.pdf\" style=\"background-color:#6bb4e1\">Descarregar o estudo de caso <\/a><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Today, we will be discussing the success story of&nbsp;HyperBeard, a hyper-casual mobile game publishing studio, and how Tenjin is helping them with multiple use-cases. To discuss this success story, we invited the co-founder and CEO of Hyperbeard, Alex Kozachenko. For a summary of the case study, you can download the PDF below. If you\u2019d like&#8230;<\/p>","protected":false},"author":2,"featured_media":8258,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,6],"tags":[87],"class_list":["post-7872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices","category-case-studies","tag-datavault"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Mexico\u2019s Top Mobile Publisher Boosted their Portfolio LTV by 35% \u2013 A HyperBeard Case Study | Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/how-mexicos-top-mobile-publisher-boosted-their-portfolio-ltv-by-35-a-hyperbeard-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Mexico\u2019s Top Mobile Publisher Boosted their Portfolio LTV by 35% \u2013 A HyperBeard Case Study | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Today, we will be discussing the success story of&nbsp;HyperBeard, a hyper-casual mobile game publishing studio, and how Tenjin is helping them with multiple use-cases. To discuss this success story, we invited the co-founder and CEO of Hyperbeard, Alex Kozachenko. For a summary of the case study, you can download the PDF below. If you\u2019d like...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tenjin.com\/pt\/blog\/how-mexicos-top-mobile-publisher-boosted-their-portfolio-ltv-by-35-a-hyperbeard-case-study\/\" \/>\n<meta property=\"og:site_name\" content=\"Tenjin\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-01T12:32:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-14T11:19:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tenjin.com\/wp-content\/uploads\/2023\/09\/M-min.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1460\" \/>\n\t<meta property=\"og:image:height\" content=\"610\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tabarak Paracha\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/tenjin.com\/wp-content\/uploads\/2023\/09\/M-min.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@TenjinMMP\" 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