Droidhang’s Idle Heroes Reaches High Quality New Users

ironSource Uses App-Level Bidding to Supercharge Droidhang Games’ UA Performance

Idle Heroes from Droidhang Games

The Challenge
Droidhang Games, a China-based mobile game development studio wanted to grow the user base of its game, Idle Heroes. They had an aggressive ROI goal for their UA campaign and it was imperative that the users they reached were of very high quality. Because of these goals, they required a partner that could offer them:

  • Large, global scale

  • Targeting capabilities to ensure high user quality

  • Optimization techniques to ensure ROI positive campaigns

The Solution

Creative Optimization

The ironSource team extensively A/B tested all the campaign creatives to optimize the campaign’s competitiveness in our network.

Raising Base Bids

Then, the team aggressively raised the campaign’s base bids to quickly determine the value of sources in our network.

Data Analysis

The advertiser shared in-app purchase data with ironSource, enabling the team to set the right bid for every app in every geo, and meet the client’s ROI KPI. This was done by analysing (for each source) the competition in the network, the quality of the acquired users and the traffic potential.

Granular Payouts

The team went live with app-level payouts across all geos to continue reaching high volumes of quality users whilst staying ROI positive.

The Results


“ironSource has become our primary UA partner in the space of just two months. It’s not just the quality or the scale of their inventory, but the granularity and strength of their optimization. With app-level bidding, we’re able to be incredibly specific about the prices we pay for users, ensuring our campaigns are bringing in a high-volume of quality users. We set very aggressive KPIs – ironSource has been meeting them consistently, ensuring our campaigns are ROI-positive.”


Futao Zhang,
Marketing Director, Droidhang Games


Idle Heroes is a popular, idle role-playing game from Droidhang Games, a China-based game development company. Their portfolio includes popular titles such as Dungeon Rush, Castle Defense and Kingdom in Chaos.

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