Publisher Profile: VGames
VGames, founded in 2012 in Ho Chi Minh City, Vietnam, is a leading game development studio that creates visually stunning puzzles and casual games like HeroesTD and Jeweloku. Known for creating engaging and innovative games, VGames has captivated a global audience with its unique gameplay mechanics and vibrant visual styles. With a strong reputation in the industry, they have consistently delivered top-tier games that resonate with a wide range of players.
Their growth journey includes leveraging cutting-edge technology like Unity, expanding their talented team, and building a strong community presence. Over the years, they’ve gained global recognition, achieving critical acclaim on platforms like Google Play and iOS, and establishing themselves as a major player in the mobile gaming industry.
Beyond strong product performance, VGames is recognized for its ability to adapt quickly to market trends, continuously experimenting with new technologies, formats, and strategies to stay ahead in an increasingly competitive mobile gaming landscape. Equally important, VGames maintains an unwavering commitment to user experience at the heart of development. Every update, optimization, and feature is designed with players in mind, delivering smooth gameplay, engaging content, and long-term entertainment value.
The Challenge
Flower Matching Game had been experiencing consistent revenue growth through ongoing ad optimization in collaboration with AnyMind Group. Still, VGames wanted to explore new, innovative formats that could:
- Increase ad revenue even further
- Maintain a smooth, enjoyable gameplay experience
- Unlock premium demand without compromising user satisfaction
The studio was actively searching for the next strategic opportunity to scale monetization while protecting the game’s core experience.
The Approach
When Google introduced Immersive In-Game Ads in closed beta, AnyMind immediately identified the format as a high-potential fit for Flower Matching Game on both Android and iOS.
Why Immersive Ads?
Unlike traditional banners or native placements, Immersive Ads appear as in-game objects, such as drones or billboards, seamlessly integrated into the player’s environment. This helps:
- Keep the gameplay uninterrupted
- Deliver highly viewable, high-quality ad impressions
- Attract premium brand demand
- Enhance monetization without harming retention
Initial Implementation Logic
Working closely with VGames, AnyMind supported end-to-end integration, including registration, technical implementation, testing, and optimization. The initial Immersive Ads configuration in Flower Matching Game was:
Config (Initial Launch Version):
- First level where drone appears: Level 5
- Player idle time before showing an ad: 10 seconds
- Number of drones per level: 3
Drone Behavior Logic:
- Drone move-in duration: 3 seconds
- Ad displayed on-screen: 3 seconds
- Drone move-out duration: 3 seconds
This setup ensured ads were introduced gradually, in mid-game levels, and displayed without interrupting user actions.
Optimization: August Configuration Update
After analyzing early performance signals, AnyMind recommended a strategic update to increase ad opportunities while maintaining a non-intrusive experience.
Updated Config (August Optimization):
- First level where drone appears: Level 5 → Level 3
- Player idle time before showing an ad: 10 seconds → 6 seconds
Why This Optimization Worked
Lowering the entry level (5 → 3) allowed Immersive Ads to appear earlier in gameplay, increasing total impressions.
Reducing idle time (10s → 6s) enabled more frequent ad triggers without affecting UX, since these ads do not interrupt user actions.
This optimization resulted in a massive uplift across all key metrics.
The Results
The performance impact after the August configuration update was remarkable:
+560% Daily Revenue Growth & +735% IPD (Impressions per Daily Active User)
3.5× Higher CPM Compared to Banner
Immersive Ads delivered dramatically higher CPM than standard Banner and Native formats across the game.
No Negative Impact on User Engagement
Retention, session duration, and feedback remained stable, proving the ad format is both effective and user-friendly.
Conclusion
The VGames success story demonstrates how Google’s Immersive Ads, combined with strategic optimization and expert implementation, can deliver extraordinary monetization gains without disrupting the user experience.
With 3.5× higher CPM, and strong engagement stability, Immersive Ads are proving to be one of the most impactful new ad formats for mobile games.
As a Google Certified Publishing Partner (GCPP) participating in the closed beta, AnyMind Group can help more game studios get early access to this breakthrough format.
👉 Want to try Immersive Ads for your games? Contact AnyMind to join the closed beta today and unlock next-generation monetization performance.
Account optimized by Mr. Nguyen Sy Trung
Regional Platform Operations Executive, AnyMind Group
Trung has nearly two years of experience in App Monetization and currently leads monetization strategy across the Philippines, Malaysia, India, Korea, and Thailand. He manages and optimizes over 100 apps, with a strong focus on driving sustainable revenue growth.
Account optimized by Ms. Thuong Thai
Publisher Engagement Manager, AnyMind Group
Thuong has 8 years of experience in digital advertising, with a strong focus on app monetization. She manages both app and web publisher accounts in Vietnam, leveraging her expertise to drive sustainable revenue growth. Her data-driven approach and ability to translate insights into actionable strategies have made her a trusted partner in building long-term publisher success.
