Internationalization: How to expand into New Markets
– A Conversation with Sandesh Gupta, Growth Director at MPL
In today’s mobile gaming landscape, expanding a brand to new markets comes with unique challenges and opportunities.
MPL, one of the largest gaming platforms in India, continues to grow and expand into new markets. Entering the U.S. market is one of its bold and successful moves. We sat down with Sandesh, Growth Director at MPL, to discuss their strategy for international expansion, the challenges faced, and the solutions found.
Read on to find out how MPL was able to tailor its approach to the U.S. audience, leveraging influencer marketing, precise cohort targeting, and cutting-edge Martech tools.
- Could you describe the initial strategy for entering the U.S. market? What were your main objectives?
Entering a new market is never straightforward, and it can be even more challenging when you’re building an Indian brand outside of India. Fortunately, MPL already had a strong foundation in India, with a large portfolio of games and a good understanding of our market fit. This gave us the confidence to enter the U.S. market.
Our primary challenge was understanding the unique themes and user behaviors in the U.S. market. We recognized that players in the U.S. perceive gaming differently compared to Indian players.
While gaming in India is often seen as a secondary source of income, U.S. players view it as a fun and entertaining experience, a way to unwind or seek adrenaline. Our objective was to deliver a tailored experience that resonated with U.S. users while leveraging the strong infrastructure we had built in India. - Were there unexpected challenges that emerged during MPL’s expansion into the U.S. market? Did these challenges differ from other markets?
Yes, there were initial challenges, primarily around understanding the distinct user preferences and competitive landscape. For example, targeting the right users was different in the U.S. compared to India. In India, our messaging focused on winning prizes or rewards, but in the U.S., the focus shifted more toward the gaming experience itself. This required us to adjust our communication strategy.
Moreover, the demographic differences were notable. In India, we have a younger audience, with many players in the 18+ range, while in the U.S., the user base skews more mature. We worked to identify the right cohorts and adjust our targeting accordingly. - How did you tackle these challenges? Were there any specific advertising tactics that proved to be more effective? How did M&C Saatchi Performance help you overcome challenges?
We approached these new market challenges through extensive research and continuous testing. Our goal was to ensure we delivered the right set of games and experiences to our users. Advertising played a critical role in this. For example, in the U.S., our communication shifted from focusing on winnings to emphasizing the overall gaming experience.
One of the key strategies was leveraging influencer marketing and testimonials. We found that showcasing real players from different cohorts, such as African Americans, Spanish-speaking communities, and Asian communities, helped build trust and resonate with those specific audiences.
The team at M&C Saatchi Performance played an instrumental role by guiding us in this process. Their insights helped us localize our messaging, and the campaigns we ran in collaboration with them showed high correlations between targeted communication and campaign performance.
We also focused on setting up a solid Martech infrastructure. This allowed us to optimize our campaigns effectively and track performance across multiple channels. - How can the open internet help advertisers reach their target audiences Could you share a success story where a specific campaign or channel significantly boosted your performance? and at scale?
One of our most successful campaigns involved targeting the Spanish-speaking community in the U.S. We localized our messaging, and working alongside M&C Saatchi Performance, we tailored ads to resonate with this audience. The results were rewarding, with a significant boost in engagement and conversions, with around a 25% increase in CTR and a 33% improvement in ROAS.
In terms of channels, we’ve seen consistent results from specific DSP platforms, which have been with us since our launch. These channels have proven reliable and scalable, and our campaigns on them continue to deliver great returns. - From MPL’s perspective, what trends are currently shaping performance marketing? How is MPL adapting to leverage these trends?
Sticking to the fundamentals is key, but we’re also seeing the growing impact of AI on performance marketing. AI is already helping with content creation and scaling creatives, but we believe there’s still room for improvement when it comes to decision-making processes—such as bidding or optimizing budgets across channels.
Personalization is another major trend. I see us moving towards more personalized user experiences, not only in retargeting but also in user acquisition campaigns. By using first-party data, we’re able to create more effective, cohort-specific campaigns that align with user preferences. It’s about understanding what users value—whether it’s money, rewards, or experiences—and delivering that from the very first interaction. - What role has M&C Saatchi Performance played in MPL’s expansion journey?
If I had to describe M&C Saatchi Performance’s role in three words, it would be consistency, outcome-focused, and proactive. They’ve been consistent in their approach, delivering results irrespective of the challenges we face. Their team is outcome-driven, always focused on achieving the right results without getting caught up in the noise.
Lastly, their proactiveness has been crucial. They continuously provide insights on market trends and competitive strategies, allowing us to stay ahead and make informed decisions. This partnership has been a key factor in our success in the U.S. market, and we’re excited to continue working with them as we grow further.
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