Original article was published on Apptractor
After launching its active promotion in April 2019, writes CNews.ru, Mamba rose from fifth place in April 2019 to the second most popular dating app in Israel as of October 2019, surpassing Tinder. The okCupid app was the most downloaded dating app during this period.
Mamba's monthly revenue doubled, and app downloads increased 2.5 times compared to February 2019, when the service ranked fifth in downloads in Israel (iOS and Google Play combined).
Petr Boytsov, Marketing Director of Mamba, said:
"For Mamba, this is the first successful experience of scaling into new markets with a positive ROI after a series of unsuccessful attempts in China, India, and Turkey."
This time, the company worked on its mistakes and approached the selection of a region for expansion more carefully. Analysts compiled a shortlist of countries and analyzed their key characteristics: MAU (monthly active users), paying share (percentage of paying users), ARPU (average revenue per user). Then they examined competitors, potential installation volumes, and built a growth model. Israel turned out to be the optimal country to test this model.
Mamba completely relocalized the product, adapted it for the Israeli market, worked on monetization and support, completely redesigned creatives, and relaunched ad campaigns. The country manager, who joined the team in the spring, played a major role in the app's success.
Currently, Mamba has more than doubled its key metrics, including revenue and daily downloads. The company does not plan to stop at this achievement and intends to continue further growth in the Israeli market. Next year, the plans include expanding into 2-3 larger countries outside the core CIS region.
Mamba's monthly revenue doubled, and app downloads increased 2.5 times compared to February 2019, when the service ranked fifth in downloads in Israel (iOS and Google Play combined).
Petr Boytsov, Marketing Director of Mamba, said:
"For Mamba, this is the first successful experience of scaling into new markets with a positive ROI after a series of unsuccessful attempts in China, India, and Turkey."
This time, the company worked on its mistakes and approached the selection of a region for expansion more carefully. Analysts compiled a shortlist of countries and analyzed their key characteristics: MAU (monthly active users), paying share (percentage of paying users), ARPU (average revenue per user). Then they examined competitors, potential installation volumes, and built a growth model. Israel turned out to be the optimal country to test this model.
Mamba completely relocalized the product, adapted it for the Israeli market, worked on monetization and support, completely redesigned creatives, and relaunched ad campaigns. The country manager, who joined the team in the spring, played a major role in the app's success.
Currently, Mamba has more than doubled its key metrics, including revenue and daily downloads. The company does not plan to stop at this achievement and intends to continue further growth in the Israeli market. Next year, the plans include expanding into 2-3 larger countries outside the core CIS region.