How do you reach new players globally without trading efficiency for scale?
Mongoose Net Ltd., a global leader in web and mobile casual gaming, builds and operates mobile apps with more than 10 million downloads. Its games are family-friendly classic card and puzzle titles, most notably the highly rated Solitaire Collection.
Through AVOW’s Dynamic Preloads (Google PAI) and multi-OEM campaigns with HONOR, Lenovo, Xiaomi, OPPO and Vivo, Mongoose reached more than 450,000 new users in 12 months. This gave it access to a broad, global pool of users that wasn’t readily available through other channels. Because the app is placed directly on new devices, players discover Mongoose’s games from day one.
Challenge
Mongoose set out to unlock new users globally without sacrificing efficiency. The core hurdle was finding valuable new users at efficient CPIs. The studio also wanted access to premium OEM inventory beyond standard channels.
Solution
Dynamic Preloads (Google PAI) at Scale: A single integrated flow unlocked a broad, global pool of new users across multiple OEMs.
Day One Discovery: How Dynamic Preloads Work
Dynamic Preloads, also known as Google Play Auto Install (PAI), put apps on new devices during initial setup through partnerships with mobile OEMs. When a user sets up a new phone (or factory resets one) and connects to the internet, they see a selection of apps and choose the ones they want. Those apps then download in the background through Google Play.
Factory preloads are fixed when the phone is made. Dynamic Preloads instead always install the latest version, need no SDK or integration, and are billed on a cost-per-install basis. Users can opt out. For game studios, it means being one of the first apps on the device from day one.
Multi-OEM Partnerships: Global campaigns with HONOR, Lenovo, Xiaomi, OPPO and vivo reached customers wherever OEM inventory was available.
Beyond app discovery during device setup, OEM advertising also offers opportunities to build brand visibility through lock screens, splash screens, native feeds, and push notifications—formats explored in AVOW’s Mobile OEM Branding Guide.
Efficiency-First Targeting: AVOW prioritised genuinely valuable new users at efficient CPIs and avoided wasted spend on low-intent volume.
No-SDK Setup: Apps install the latest version straight from Google Play, with no extra integration work for Mongoose.
Results
Mongoose achieved strong, sustained new user growth at global scale. Through the combination of Dynamic Preloads (Google PAI) and multi-OEM campaigns, AVOW helped Mongoose reach more than 450,000 new users in just 12 months, efficiently and across markets.
Key Results:
- 450K+ new users delivered in 12 months
Assaf Cohen, CEO of Mongoose, said:
“AVOW gave us a way to reach new gamers globally without the usual scale-versus-efficiency tradeoff. Dynamic Preloads (Google PAI) gets our app pre-installed on new devices, and combined with their OEM partnerships, it delivered volume we couldn’t get elsewhere.”
For studios looking beyond saturated channels, Mongoose’s results show what becomes possible when a game is waiting on the device from the first moment a player switches it on. This popular gaming studio is one of more than 250 advertisers using AVOW, which delivers over 25 million downloads every month. AVOW’s OEM partners cover 86% of the global Android market and reach more than 1.85 billion daily active users, so that first moment becomes part of the UA mix.
