Wildlife increases deterministically attributed installs by 20%

Founded in 2011 (formerly named Top Free Games), Wildlife is one of the world’s largest game developers with 60 different titles, 3 billion downloads, and esteemed titles like “Game of the Year” from Apple and Facebook. Wildlife experienced success early on with chart-topping titles, but after 13 years, it is the team behind Wildlife that keeps the developer churning out hit games. A team of 800 that spans 8 different global offices brings diversity, experience, innovation, and passion to Wildlife’s game development and marketing processes.

Exposure to progressive thought leadership around privacy and SKAN inspired the Wildlife team to explore other MMP solutions. Eric, Head of Marketing Tech at Wildlife explains, “We were searching for a more active partner when it came to solving and innovating for industry challenges, and we wanted to see what was possible.”

After speaking to various MMPs and extensive conversations Singular caught Wildlife’s attention with several different features, areas of product development, and expertise.

Singular’s vision, team, and solutions were aligned with Wildlife’s technical acumen and drive to improve upon the industry’s status quo.

Right off the bat, Wildlife was impressed with Singular’s attention to detail and engineer-driven team which directly tied into the value that Wildlife saw in Singular’s solutions.

Cost aggregation

• Wildlife no longer had to use its resources to collect campaign data from partners and data sources.

S3 data delivery via Singular’s ETL

Switching from Adjust’s real-time postbacks to Singular’s standardized aggregate and User-level ETL schemes reduced processes and saved resources.

• Wildlife no longer maintains a server to receive event postbacks.
• Wildlife doesn’t have to reconcile event schemas that vary from event to event.
• It’s simple to ingest all data types through a single pipeline that doesn’t require extra resources.

Unique Identifiers

• Unique identifiers allow Wildlife to link user journeys across devices.
• Wildlife was able to import record-breaking amounts of historical data without issues.

Web and Mobile SDK

• The Singular SDKs have a lot of flexibility to ingest and configure installs across platforms.
• Other MMPs required clients to push an SDK update due to an Apple Bug that Singular’s SDK did not have which provided additional confidence and validation for Wildlife.

Before officially signing up to migrate from Adjust, Wildlife wanted to ensure they could keep marketing operations going and needed assurances on data quality.

Singular outlined a detailed migration plan, reviewed the historical import process to preserve historical data, and outlined the many data access options that enabled Wildlife to compare Singular-attributed data to their previous MMP. With a large portfolio of games, Wildlife had record-breaking amounts of historical data to import. By first migrating smaller apps to apply learnings and streamline processes for larger apps, Wildlife had zero disruptions to games and campaigns, and historical data ingestion went smoothly. “It was so easy to consume data from Singular that we used it as a source of truth for the data coming from our SDKs. It was easy to spot when we needed to make more adjustments on our side.”

Singular’s team has been a cornerstone of Wildlife’s onboarding success. Eric highlights, “Singular has a very technical and knowledgeable team, which is reflected in its level of support and is more aligned with the maturity level of our organization.”

Singular’s dedicated team, detailed help center documentation, collaborative product development, and innovation have fortified Wildlife’s confidence in Singular’s end-to-end attribution and analytics solution and they look forward to exploring future development with Singular.