Tamatem: Explore Exciting Games and Competitions

Have you ever wondered why some mobile games become massive hits in specific regions while barely making a ripple elsewhere?

In the Middle East and North Africa, one publisher cracked this code. They transformed how games connect with Arabic-speaking audiences.

This company started as a small developer. Over the years, it evolved into a leading force in the MENA market. They now publish over 45 titles.

Their secret? A deep understanding of local culture. They adapt content to resonate with users. This approach fills a major gap in the gaming world.

With more than one million monthly active players, their results speak volumes. Their data-driven marketing and smart partnerships drive incredible growth.

Let’s explore how this team achieved such dominance. We’ll look at their strategy, their top games, and the measurable success they’ve created.

Key Takeaways

• Specializes in culturally adapted mobile games for Arabic-speaking audiences
• Published over 45 games with 1,000,000+ monthly active users
• Dominant player in the MENA region gaming market
• Evolved from game developer to successful publisher
• Uses data-driven approach for user acquisition and optimization
• Successful partnerships with major platforms and tools
• Notable titles include Fashion Queen and Clash Of Empire

The Rise of Tamatem: From Developer to MENA Market Leader

What happens when a massive audience gets ignored by the global gaming industry? This was the reality for Arabic-speaking players just a few years ago.

Founder Hussam Hammo spotted a huge opportunity. He saw that less than 1% of app store games were available in Arabic. This glaring gap in the market became the foundation for a new company.

Addressing the Arabic Gaming Gap

The company started by creating its own casual games. Their initial approach relied on ad revenue and organic growth. This worked for a while, but they hit a wall.

They discovered a major problem. eCPMs in the MENA region were much lower than in the US or Europe. Ad-based monetization alone wasn’t sustainable. The team knew they needed a new strategy.

Pivoting from Development to Publishing

This realization sparked a major shift. They stopped focusing on internal development. Instead, they became a publisher for top developers worldwide.

This pivot was a brilliant move. It allowed them to access high-quality games instantly. Their role changed to localization and user acquisition. This new marketing model was far more powerful.

Capitalizing on Regional Super Whales

Their new strategy targeted a key insight. The MENA market has “super whales”—players who spend significantly more than average.

They began publishing games with high ARPPU (Average Revenue Per Paying User). This focus on premium players drove revenue. Over nine years, this approach transformed them into a market leader.

Their success wasn’t just about translation. They put every game through a deep cultural lens. This ensured true resonance with the local user base, making them the top publisher in the region.

Data-Driven Transformation: Tamatem’s Attribution Revolution

How does a gaming company measure success when traditional metrics fall short? This publisher faced exactly that challenge as they scaled beyond initial organic growth.

Their journey into sophisticated data analysis began when simple metrics no longer sufficed. They needed deeper insights into player behavior and revenue streams.

The Limitations of Ad-Based Monetization

Initially, the company relied on basic analytics. Organic traction and simple monetization models worked well enough. They didn’t need complex tracking systems.

This changed when they hit a revenue ceiling. In-app advertising showed limited returns due to low eCPMs in their region. The approach of relying solely on ad revenue became unsustainable.

They discovered that without proper measurement, they couldn’t optimize their performance. Key metrics like player retention and lifetime value remained unclear.

Integrating Adjust for Comprehensive Measurement

The solution came through implementing a robust attribution provider. After evaluating options, they selected Adjust for their needs.

This platform allowed them to accurately measure critical in-app events. They could now track campaigns, channel roi, and player LTV with precision.

The company uses adjust because of its ease of implementation and excellent support. Data access and customer service were deciding factors in their choice.

Tracking Key Performance Indicators

Their measurement system now captures essential player actions. Levels completed and in-app purchases became primary tracking points.

Adjust Cohorts transformed their campaign analysis. Marketing teams could see performance across different user groups.

The Automate dashboard became integral to daily operations. Multiple departments now rely on this tool for their day-to-day decision making.

For the first time, cost and revenue data appeared in a unified view. This integration enabled precise ROI calculations and strategic planning.

The transformation created a culture of data-informed decisions across the organization.

Strategic Campaign Execution and Creative Optimization

What separates successful mobile game campaigns from those that fail to gain traction? The answer lies in meticulous planning, cultural adaptation, and data-driven optimization. This publisher’s approach combines all three elements into a powerful growth engine.

Their strategy goes beyond simple translation. They rebuild gaming experiences from the ground up for Arabic-speaking audiences. Every element gets tested and refined before full-scale deployment.

Fashion Queen: Breaking New Ground

The company identified a massive opportunity in female-oriented gaming. They adapted Nanobit’s “Hollywood Story” into “Fashion Queen.” This became the region’s first major fashion game.

They executed a careful soft launch in GCC countries. Limited budgets allowed for thorough testing before global release. This cautious approach prevented costly mistakes.

Creative level trackers measured player responses to different elements. Music, background colors, and character designs all underwent scrutiny. Even wording choices received detailed analysis.

Creative Testing and Localization Strategies

A/B testing became central to their optimization process. They experimented with multiple creative concepts simultaneously. Separate ad sets allowed for clear performance comparisons.

Lamia Shreim, Marketing Manager, emphasized data-driven decisions. Her team tested everything from color schemes to character animations. This systematic approach maximized campaign effectiveness.

Localization meant more than language translation. They adapted cultural references and visual elements. This deep customization created authentic gaming experiences.

Snapchat Partnership and Multi-Platform Approach

Snapchat emerged as their primary user acquisition channel. The platform’s young, engaged audience matched their target demographic. They utilized nearly every tool in Snapchat’s advertising toolkit.

Snap Ads and Story Ads delivered different but complementary results. They tested creatives extensively on this platform before scaling. The Snap Business Profile enhanced organic engagement alongside paid efforts.

This multi-product approach provided comprehensive market coverage. Different ad formats reached users at various engagement levels. The strategy maximized both acquisition and retention metrics.

Adapting to iOS 14 Changes

Apple’s privacy updates required significant strategic adjustments. They implemented a language-localized version of Apple’s ATT prompt. This maintained user trust while gathering essential data.

They adopted smart approaches for SKAdNetwork reporting. Rich ad-level insights helped optimize ongoing campaigns. Conversion value schemas were customized for different game types.

The team branched into influencer marketing on emerging platforms. Snapchat and TikTok partnerships complemented their paid advertising. This diversified approach ensured stability amid industry changes.

Their adaptation strategy maintained campaign performance despite new limitations. Cost and revenue tracking continued with adjusted methodologies. Day-to-day optimization now incorporated privacy-compliant metrics.

Measurable Results and Future Growth

What happens when precise analytics guide every decision in mobile game publishing? The transformation from guesswork to data-driven strategy produces remarkable outcomes. This publisher’s journey shows how measurement creates sustainable growth.

Their investment in analytics tools paid significant dividends. Every campaign and localization effort now generates quantifiable returns. The numbers tell a compelling success story.

Performance Metrics and ROI Improvements

Creative optimization delivered impressive retention gains. Day 1 retention increased by 7% through refined visual elements. Player lifetime value jumped 30% with better targeting.

Their marketing budget scaled successfully since the Fashion Queen launch. The team achieved 5x growth in spending capacity. This expansion reflected confidence in their measurement systems.

Platform-specific performance showed remarkable efficiency. Snap SKAN campaigns delivered 20% lower cost per purchase. They achieved 54% lower cost per install compared to non-SKAN activity.

Overall growth metrics demonstrated their effective approach. Installs increased by almost 34% across their portfolio. Click-through rates improved 37% compared to other networks.

Scaling Success Across New Markets

Country-level analysis revealed hidden opportunities. The Automate dashboard identified a high-ARPU market previously overlooked. This discovery led to strategic reallocation of resources.

Focusing on this high-revenue-user country produced outstanding results. Average revenue per user increased around 30% after optimization. They increased campaigns in this market with great results.

Adjust’s Ad Revenue reporting transformed their monetization strategy. The team now views aggregated ad revenue data alongside purchase metrics. This integrated approach improves lifetime value calculations.

iOS 14 adaptation proved highly successful through cultural sensitivity. Localized ATT prompts achieved high opt-in rates from users. This maintained data quality despite privacy changes.

Their full-funnel marketing strategy continues evolving with Snapchat. The partnership now includes Collection Ads and AR lenses. These innovations support both performance and brand awareness goals.

Building a Data-Centric Organizational Culture

Data insights now inform expansion into new emerging markets. The company looks beyond MENA to other underserved regions. Their proven approach adapts to different cultural contexts.

The organizational transformation toward data-centric thinking is complete. Every department relies on metrics for day-to-day decisions. This cultural shift validates their publishing model.

Future growth strategies build on these measurable successes. The team continues refining their user acquisition methods. Their regional focus combined with data-driven optimization creates sustainable advantage.

These results demonstrate the power of cultural adaptation backed by analytics. The publisher’s journey from developer to market leader continues. Data remains their compass for navigating new opportunities.

Conclusion

What separates market leaders from followers is their ability to adapt and measure effectively. This publisher’s journey shows how cultural insight combined with data-driven strategy creates sustainable success.

Their pivot from development to publishing unlocked new growth. Deep localization and precise campaign optimization delivered impressive results. The team mastered both creative testing and user acquisition.

Partnerships with platforms like Adjust provided crucial insights. These tools helped measure performance and optimize ROI across all games. The data-centric approach transformed their entire operation.

Tamatem’s story offers a blueprint for targeting underserved markets. Their success proves that cultural adaptation backed by analytics works. This model continues to drive expansion into new regions.