Kakao Games Effectively Tracks Cross-Platform Performance with Singular

Kakao Games is a comprehensive gaming company that has rapidly grown in a short period. It was established in 2016 as a gaming subsidiary of Kakao through the merger of Engine and Daum Games. The company serves a variety of game genres across platforms such as PC and mobile in both domestic and international markets. Key titles include “Odin: Valhalla Rising,” which won the ‘Korea Game Awards’ in 2021, as well as “ArcheAge War” and “Kakao Battlegrounds.”

Additionally, Kakao Games leads the domestic gaming industry with PC online games like “Path of Exile 1, 2” and mobile games such as “Uma Musume Pretty Derby,” “Guardian Tales,” and “Friends Popcorn.” Based on the ‘Beyond Korea’ strategy, Kakao Games is accelerating the global expansion of these diverse IPs and aims to continuously provide high-quality game content to users worldwide through expanded platforms like PC online and console.

Kakao Games provides cross-platform gaming experiences with over 50 titles out in the wild. But they  lacked an effective way to properly  track the user’s activities across platforms.

In addition, with so many games running simultaneously across so many platforms, Kakao Games needed to seamlessly be able to analyze and optimize the ROI of their marketing activities. SKAN 4.0, brought additional challenges in tracking their performance on iOS.

To solve these problems, Kakao Games knew that they needed an MMP to support them in getting better visibility on their cross-platform data, iOS performance and whether their activities were bleeding money or growing the business.

Kakao Games utilizes Singular’s full cross-platform measurement suite, covering web, mobile, PC, and console and the journeys customers take across and between them. With Singular, they get a clear view of user flow, analyze highly reliable data based on customized rules, and create excellent cross-platform user experiences with Singular’s linking and deep linking capabilities.

Seongho adds that  “probably  the biggest advantage of Singular is their customer success and support team, which closely works with our UA team to work through various challenges and find simple and timely solutions.”

Singular’s plug-and-play ETL is also easily integrated with Kakao Games’ internal BI solutions, to automatically extract, transform and load all their marketing data onto their internal BI platform, so they can build their data views according to the templates needed by Kakao Games leadership. Seongho notes that this has significantly saved the team time and resources so they can measure their performance in a timely manner, stay focused on data analysis, and obtain granular growth insights specific to their needs.