Mirai Labs
GamingIntroduction
Mirai Labs, a leading force in Web3 Game Development, is shaping the gaming landscape with blockchain technology, creating memorable experiences that last a lifetime. The company is on a mission to bring joy, fuel the wildest imaginations of its game developers, and create timeless memories for players. They set themselves apart by introducing innovative game features and consistently striving to be market leaders.
Overview
Mirai Labs, a pioneering Web3 game development company, has strategically partnered with Airbridge to tackle two critical goals: tracking detailed mobile marketing performance and expanding marketing channels.
To accurately monitor user acquisition, engagement, and conversion metrics across various channels and campaigns, Mirai Labs utilizes Airbridge's comprehensive dashboards such as Actuals Report and Retention Report. This detailed analysis facilitates the optimization of their marketing strategies and contributes to improved player retention and monetization.
Additionally, with the goal of reaching new target audiences, Mirai Labs leverages the experienced support of Airbridge's Customer Success(CS) team. This collaboration has enabled the integration with new marketing channels and efficient tracking of marketing performance data, ensuring Mirai Labs' competitive edge in the rapidly evolving digital landscape.
Challenges
Evaluate the performance of in-game transactions, blockchain-based user interactions, and marketing effectiveness
One of Mirai Labs' primary marketing strategies centers on accurately tracking mobile marketing performance. Specifically, they required robust tracking capabilities tailored to Web3 platforms, allowing them to monitor user acquisition, engagement, and conversion metrics within the entire ecosystems. The company also aims to evaluate the performance of in-game transactions and blockchain-based user interactions, as well as the effectiveness of marketing efforts on player retention and monetization. To achieve these objectives, they sought to implement a comprehensive marketing measurement solution.
Experienced support to expand marketing channels and analyze marketing performance for growth
Mirai Labs' marketing division is structured around specialized teams, including User Acquisition, Content Creation, and Media & Community. These teams work together to devise and execute strategies tailored to diverse markets, aiming to broaden their reach and engage new audiences. As a growing company, Mirai Labs has also sought professional help to expand into new marketing channels and enhance the efficiency of their marketing performance tracking.
Solutions
Monitor marketing performance on Airbridge by seamlessly integrating with new partners and channels
Mirai Labs utilizes Airbridge dashboards to monitor marketing performance across various channels and campaigns. Airbridge team played a crucial role in seamlessly integrating new partners and channels, providing essential support, such as troubleshooting postback errors during tests to ensure stable integration.
After integrating with various partners, Mirai Labs analyzes data using the Airbridge Retention Report, which provides in-depth breakdowns from different channels and campaigns. These detailed insights enabled Mirai Labs to analyze each marketing channel's performance more effectively, optimize strategies, and better understand the motivations behind their players’ in-game behaviors and conversions. The granular view from the Retention Report has helped Mirai Labs recognize the unique roles of different channels and target audiences. They discovered that some channels drive volume, while others attract more engaged users, albeit in smaller numbers. This insight has been vital in strategizing a balance between quality and quantity in user acquisition.
As a result, with Airbridge's support, leveraging an MMP specialized in both mobile and Web3 technologies, Mirai Labs can efficiently expand and evaluate their marketing channels. This allows them to connect with diverse audiences across various platforms.
Get partnered with Airbridge’s professional CS team
Mirai Labs greatly values the professional onboarding support from Airbridge, which includes detailed guidance on event taxonomy and SDK installation. The CS team expertly configured tracking mechanisms in the games, ensuring precise data track and analysis. This enables Mirai Labs to optimize marketing strategies effectively, enhancing overall performance.
The expertise of the CS team extended beyond prompt responses, providing Mirai Labs with deep insights into the optimization of tracking mechanisms and strategic guidance tailored to their needs. The experienced support has been instrumental in building a solid measurement foundation for the Mirai Labs’ newly established marketing team, allowing them to compete effectively in a dynamic market.
For example, the event taxonomies supported by Airbridge have offered Mirai Labs detailed insights into the user journey within games, identifying critical pain points such as the high bounce rate between "finding_match" and "completed_match" events, allowing them to identify and resolve a backend matchmaking issue effectively.
Results
Mirai Labs plans to partner with global developers to bring innovative games featuring web3 and cryptocurrency solutions to their platform, enhancing their catalog and offering users new experiences.
Looking ahead, Mirai Labs anticipates challenges like regulatory uncertainty, audience engagement, and cybersecurity. Nevertheless, they will stay compliant, advocate for favorable policies, and tailor marketing to appeal to both traditional gamers and crypto enthusiasts. Robust security measures, regular audits, and user education on cybersecurity will ensure their platforms are secure. Through these efforts, Mirai Labs aims to build a reputation for trust and innovation, providing immersive experiences while protecting user interests.
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