How Vietnam-Based App Publisher XTech Scaled Globally to Reach 50 Million Users

Summary

XTech, a Vietnam-based global app publisher, achieved over 50 million users across its portfolio, driven by flagship AI and health apps like Health Tracker and PixArt. The company focused on expanding AI-powered tools while adapting to diverse cultural preferences. Key challenges included localization and culturalization, requiring deep adaptation of both product and creatives to local markets. User trends emphasized the need for powerful yet effortless AI features and culturally tailored ads.

To overcome performance plateaus and rising CPIs, XTech adopted playable ads via Playturbo and Mintegral. The interactivity of playable ads led to better engagement and higher-quality installs. Results included daily installs doubling, with 55% attributed to the new format, and ROAS improving by 5%. The spend-based pricing minimized risk and freed budget for testing more creatives. The Playturbo team provided hands-on support with deep analysis of app mechanics, user profiles, and daily performance tracking with fast iteration.

Actionable takeaways for app marketers: test smart by looking beyond ROAS at metrics like CTR and CVR; localization requires cultural relevance, not just translation; collaborate closely with UA partners for unique insights; and iterate fast based on data. XTech plans to scale interactive campaigns further using Playturbo's self-serve tools.