Boombit's Unexpected Hit on the Amazon App Store

Summary

Boombit, a mobile game publisher, found unexpected success using the Amazon App Store as a key growth channel. VP of Marketing Gonçalo Martins highlighted that Amazon's user base, primarily tablet users, shows higher retention, longer session lengths, and stronger engagement compared to other platforms. Mintegral's platform made it easy to run campaigns for Amazon, identical to iOS and Google Play, simplifying operations and tracking.

Despite lower volume compared to major app stores, the profitability is compelling. Boombit's strategy involves diversifying user acquisition across genres (hyper-casual, mid-core, casual) and testing all user segments, from cheap ad-driven users to high-spending IAP whales. They emphasize profitability over CPMs and have moved playable production in-house to improve performance.

The industry shift towards IAP-driven games and privacy changes makes Amazon a valuable addition to Boombit's portfolio.