How Moonee Launched the Most Downloaded Hypercasual Game

Challenge

Popular mobile gaming company Moonee needed to ensure the launch of their new app Makeup Run was a success. They wanted further context to guide them in better advising clients on how to develop and market their games, with an end goal of maximizing downloads and revenue. Beyond Makeup Run itself, they also sought to optimize their promotion process and focus resources on developing games that would resonate with key audiences. With a daunting revamp in front of them, Moonee turned to Sensor Tower to refine their strategy.

Solution

Using App Performance Insights, the team first analyzed early metrics from a United States-only soft launch of Makeover Run to shape a smarter global rollout strategy. Sensor Tower also became a key tool across Moonee’s broader workflow — from identifying promising studios and concepts to benchmarking performance metrics like retention, time spent, and acquisition costs. On the marketing side, App Advertising Insights helped Moonee — which creates over 2,000 creatives per month — spot trends, track competitors, and fine-tune its advertising strategy across channels. Custom dashboards and daily monitoring gave teams a single source of truth for critical data, enabling quicker, more confident decisions.

Result

The launch of Makeup Run was a resounding success, with over 31 million downloads in the first six months. From a marketing perspective, Sensor Tower’s App Advertising Insights product has been vital in helping Moonee — which produces more than 2,000 creatives each month — hone in on trends, informing its advertising strategies across the board.

According to Sensor Tower data, downloads for apps in Moonee’s portfolio increased 98% from Q4 2021 to Q1 2022. In fact, keeping tabs on competitors is part of the company’s daily strategy, and the competitive intelligence found in Sensor Tower allows Moonee crucial visibility into the market — invaluable information for a company that relies so heavily on granular and accurate data.

Sensor Tower allows Moonee to understand which publishers are growing the quickest, which games have the highest downloads, which products earn the most revenue, and what approaches competitors are taking in terms of their own marketing strategies. In other words, Sensor Tower offers Moonee unmatched insights every step of the way, ensuring the company can see its clients through to success.