How Kiragames Engineered Inventory Scarcity for an 87.9% CPM Growth and 24.5% Revenue Growth by AnyManager

The era of app monetization is over. Today’s mobile game publishers must maximize the value of every ad slot without hurting the user experience. By partnering with AnyMind Group, Thai mobile game publisher Kiragames successfully restructured its programmatic monetization framework. In this case study, we highlighted a highly successful structural overhaul that reversed a severe historical revenue decline by prioritizing CPM maximization and auction competitiveness.

Get to Know Kiragames

Kiragames is a premier Thai indie game development company specializing in casual puzzle games for a global audience founded in 2009 by Kirakorn Chimkool. Headquartered in Nakhon Ratchasima with operations in Chiang Mai, their dedication to quality has yielded significant milestones, including Apple’s Top 100 Most Downloaded App (2011) and the Google Play Editors’ Choice award for their flagship title, Unblock Me.

The Kiragames Challenge: The Legacy Commodity Trap

On their growth journey, Kiragames encountered a major challenge that became a turning point in their ad management. Although their previous system maintained a highly satisfactory Fill Rate of 90%, the lack of a targeted manual bidding strategy to manage minimum price floors meant that the average ad inventory value (CPM) did not reflect the app’s true potential.

At the time, maintaining revenue levels might have required increasing ad frequency. This was where our Publisher Growth expert saw a crucial mutual opportunity for improvement. We realized that sustaining revenue by simply increasing ad volume could degrade the fun and long-term user experience. This realization sparked our search for a new strategy that satisfied both sustainable revenue growth and user happiness.

Empowered by AnyManager and App Monetization Solutions

The AnyMind team stepped in to assist Kiragames with the following approaches:

• Shift to a Premium Focus: Moved away from volume-based ad sales to increasing the value of every single ad and placement to maximize revenue from the existing inventory.
• Create “Ad Inventory Scarcity”: Stopped accepting all ads and implemented a competitive bidding system with minimum price floors to encourage advertisers to submit higher bids.
• Revenue Over Ad Volume: Prioritized Revenue Density over Ad Load to elevate overall earnings and eCPM.
• Protect User Experience: Improved the in-app environment by ensuring ads caused minimal disruption to the player’s experience.

Key Strategies and Behind-the-Scenes Insights

Maximizing ad revenue doesn’t mean spamming players with ads. The core principle to keep in mind is: scarcity creates value. Instead of having abundant, cheap ad spaces available to anyone, we can train marketers’ ad systems to offer more appropriate bids by setting reasonable price floors. This helps filter for advertisers who genuinely want to communicate with the gamers.

How AnyMind Revamped Kiragames’ App Performance for Growth

Our team utilized the AnyManager platform to completely rebuild Kiragames’ ad system, focusing on three main pillars:

• Hyper-Scale Bidding Competition: We energized the system by connecting with ad network partners via AnyManager, causing ad requests to surge by 192.8% (reaching over 52 million requests per month). This sparked fierce competition for ad space.
• Dynamic Pricing: We stopped prioritizing non-stop ad displays and instead set sensible minimum price floors, driving higher demand for specific ad placements. This forced automated ad-buying systems to submit optimal bids to win the auction.
• Prioritizing Revenue per Impression over Volume: We fiercely protected the player experience, focusing on generating higher revenue per single ad impression rather than maximizing ad display frequency, ensuring sustainable business growth.

Campaign Results

By combining the infrastructure overhaul from the primary optimization phase with long-term yield execution, the strategic shift delivered definitive performance uplifts by May 2026:

• CPM Surged by +88%: The new system reversed a previously declining average ad price, pushing it to new record highs, essentially nearly doubling the value of their ad space.
• Total Revenue Grew by +25%: Monthly total revenue saw a noticeable and strong return to growth.
• Players Saw 32% Fewer Ads: Kiragames successfully reduced disruptive ads by one-third, fostering a healthier in-app ad ecosystem where players aren’t overwhelmed and the developer enjoys an optimized revenue stream.

Ready to unlock the true value of your mobile application or website? Let our team of optimization experts help you scale your revenue, implement sophisticated ad technology, and grow your platform sustainably. Contact our team today: https://anymindgroup.com/th/contact/