Yandex Ads / Success cases / Marul Games Case

Yandex x Marul Games: More than 50% of Russian Ad Revenue from Yandex

Marul Games optimized the effective price per thousand impressions among Russian-speaking audiences by up to 40%

Challenges

The game developer aimed to increase LTV

For Marul Games, Russia ranks in the top 3 countries by daily active users (DAU), with 70K Russian speakers playing Word Surf every day. This is why they chose Yandex to help them boost players' lifetime value.

Word Surf — Crossword Puzzle Game

Find words hidden inside the blocks and swipe to crush!

70K

users play Word Surf daily

40M

users downloaded the game

Solution

Marul Games used 3 ad formats to boost LTV

The developer integrated the Yandex Mobile Ads SDK into the app and displayed ads in three formats: Banner, Rewarded, and Native. They also launched the app’s promotion in Russia.

Within a year, the Yandex Advertising Network began generating 50% of the app’s monetization revenue from the Russian market.

Banner ads

Rewarded ads

Native ads

Results

How the eCPM  impressions grew

For Marul Games, the key to boosting retention was using the least disruptive ad formats. Working with Yandex, they increased retention while also improving their LTV and eCPMs.

For banner ads

+40%

For full-screen ads

+15%

For rewarded ads

+15%

Feedback

Marul Games

We conducted an A/B test to check if it’s worth promoting with Yandex. This was unnecessary — even without testing, we saw performance growth.

Yandex managers are always in touch — they advise on ad settings and notify us about Yandex Advertising Network tools updates.

Stefan Marinov, Monetization Manager

Yandex Ads

Marul Games boosted their performance because they were open to experimentation and highly involved. Beyond Russia, the Yandex Advertising Network plans to promote the games in the USA, Turkey, India, and Indonesia.

Michail Maximov, In-app publishers manager

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