Clean Traffic at Scale: Why Gaming Publishers are Turning to OEM Marketing

As we move through 2025, gaming publishers face a critical dilemma: traditional advertising channels are becoming increasingly expensive while ad fraud continues to rise. 

Recent data indicates that mobile ad fraud is expected to reach $34+ billion this year, with gaming apps remaining the most targeted vertical.

For gaming publishers, this creates a dual challenge: They are spending more to acquire users and losing significant budgets to fraudulent activities.

The industry has sparked a notable shift in user acquisition strategies, with many publishers turning to OEM (Original Equipment Manufacturer) marketing as their solution for clean, scalable traffic.

Understanding OEM Marketing: The Clean Traffic Advantage

Unlike many alternative channels, OEM marketing provides a unique advantage through direct integration with device manufacturers and carriers. 

OEM advertising offers direct access to users through their devices, effectively eliminating common fraud vectors such as:

• Click injection
• Device spoofing
• Bot traffic
• SDK spoofing

Why OEM Marketing Works

The effectiveness of OEM marketing stems from its unique position in the mobile industry, offering multiple layers of advantages that traditional channels simply cannot match.

Direct Device Integration

At the core of OEM marketing lies its direct integration with device manufacturers. This integration enables advertisers to reach users through native placement options that feel like a natural part of the device experience. 

System-level verification ensures that every interaction is authentic, while first-party data utilization allows for precise targeting based on device usage patterns and user preferences. This deep integration means that apps can be recommended to users in contexts where they're most receptive to discovering new applications.

Built-in Fraud Prevention

Unlike traditional advertising channels requiring multiple third-party validations, OEM marketing has inherent fraud prevention mechanisms. Device-level authentication ensures that every install comes from a genuine device, while real-time verification processes validate each user action as it occurs. 

Hardware ID validation adds another layer of security, making it virtually impossible for fraudsters to simulate or spoof installations. This multi-layered approach to fraud prevention has resulted in near-zero fraud rates across OEM campaigns.

Premium Placement Options

OEM marketing offers a diverse range of premium placements that tap into different user touchpoints throughout the device lifecycle:

• Dynamic Preloads: These placements appear during the crucial first-device-launch period when users seek new apps most actively. The recommendation engine considers user preferences and device capabilities to ensure relevance. According to AppsFlyer, 95% of gaming app users engage with preloaded apps within the first 48 hours of owning a device.
• Smart Folders: Integrated directly into the device's organization system, smart folders group relevant applications based on user interests and behaviors, providing contextual discovery opportunities.
• Launcher Integration: Direct integration with the device's launcher ensures visibility in the most frequently accessed areas of the device, ensuring high engagement level and conversion possibility thanks to extensive targeting options, such as predictive search, intent patterns, and other apps installed on the device.
• Alternative App Stores: OEM-specific app stores offer additional discovery channels where users actively seek new applications, often with higher intent to install and engage.

Explore all the OEM ad placements you can have for your app marketing strategy with REPLUG.

Case Studies: Proven Growth

Below, you can read about some of the REPLUG’s success stories in the OEM marketing field.

Le Figaro - Pioneering OEM Marketing in Digital Media

Le Figaro, established in 1826, is one of France's most prestigious news publications.

As a digital journalism pioneer, they've consistently embraced innovative technologies to maintain their leadership in the media landscape. Their mobile app serves millions of readers globally, delivering real-time news, analysis, and multimedia content.

Challenge:

Le Figaro faced several key challenges:

• Scaling mobile app visibility
• Maintaining user quality while growing
• Standing out in a crowded news app market
• Achieving sustainable retention rates

Strategic Implementation:

Working with REPLUG, Le Figaro developed a comprehensive OEM strategy focusing on three core areas:

1. Precision Targeting on Xiaomi's OEM
   • Integration with pre-installed apps by the OEM
   • Device-native placements
   • Mi Browser integration
   • GetApps Store presence
   • Device-level insight utilization
2. Retention-Optimized Creative Testing
   • Continuous creative optimization timed with external events
   • Placement-specific content and optimization
   • User interest alignment
   • External factor consideration
   • High-intent user targeting
3. Multi-Placement Strategy
   • Mi Browser placement
   • GetApps Store ads integration
   • Pre-installed app presence
   • Strategic placement diversification

Remarkable Results:

The implementation delivered impressive metrics across key performance indicators:

• Install Growth:
  • +65.68% increase Week-over-Week
  • Sustained growth across all placements
  • Consistent performance scaling
• Retention Improvements:
  • +34.9% increase in M1 retention rate
  • +24.30% improvement in W2 retention rate
  • Strong early-stage user engagement

Impact Analysis:

1. Extensive Targeting Optimization

• Achieved scale while maintaining efficiency
• Leveraged device-level insights effectively
• Demonstrated breakthrough in app growth

2. Creative & Placement Performance

• Improved early retention metrics
• Enhanced W1 and W2 engagement
• Optimized user-first interactions

3. Channel Scaling

• Successfully expanded beyond traditional channels
• Maintained a strong presence in the Xiaomi ecosystem
• Drove continuous growth through multiple touchpoints

2. Leading Ride-Hailing Platform's Market Expansion

A prominent ride-hailing service provider sought to expand their market presence across multiple regions, including the European Union, Southeast Asia, and Latin America.

Their goal was to leverage OEM channels to accelerate growth while maintaining efficiency.

Strategic Objectives:

• Optimize acquisition strategy while maintaining optimal CPA
• Expand reach in new and existing territories
• Focus on high-value incremental placements

Comprehensive Solution:

1. OEM platform Diversification
   • Integration across multiple OEM platforms based on the location targeted and performance seen
   • Untapped audience identification
   • New and existing device targeting
2. Test, Learn & Scale Approach
   • Multiple placement testing across:
     • Xiaomi on-device ecosystem
     • Oppo in-store integration
     • Vivo on-device platform
     • Native device launchers 

• Performance optimization across:
  • Alternative app stores
  • -1 screen placement
  • Display advertising in OEMs owned & operated apps
  • In-browser ads
  • Smart folders

3. Re-engagement Strategy
   • Access to 400M DAU via OEM launcher
   • Dormant user reactivation
   • Targeted re-engagement campaigns

Outstanding Results:

• Growth Metrics:
  • +112% Month-over-Month installs growth
  • +125% Month-over-Month first riders growth
  • +61K unique first-time riders
• Performance Indicators:
  • Consistent CPA targets across 10+ countries
  • Strong conversion rates in new markets
  • Efficient scale across regions

Key Impact Areas:

1. Channel Diversification
   • Successful expansion beyond traditional channels
   • Optimized messaging and placements
   • Achieved target CPA consistently
2. Aggressive Growth
   • Rapid market expansion in 10+ locations
   • Unlocked new inventory opportunities
   • Maintained performance metrics at scale
3. Performance-Driven Results
   • Met CPA targets across all markets
   • Optimal audience selection, driving incremental revenue
   • Streamlined optimization process

These case studies demonstrate the power of OEM ads marketing when implemented with a strategic, data-driven approach.

Gaming Success Stories: Clean Traffic in Action

REPLUG also achieved great results in the gaming app industry. See below the case studies.

Leading Casual Puzzle Game

A well-known puzzle game publisher faced challenges that are all too familiar in today's market. 

With fraud rates exceeding 15% on alternative acquisition channels (e.g., AdNetworks and incent/reward providers) and CPIs climbing above industry averages, they needed a new approach to user acquisition.

Challenge Deep Dive:

• Fraud rates on existing channels were consuming up to 20% of the advertising budget
• CPIs on traditional platforms had increased by 22.9% over six months
• User quality metrics showed high volatility

Solution Implementation:

We implemented a comprehensive OEM strategy across multiple manufacturers for our partner, focusing on premium device users and high-intent placements. Their approach included:

• Smart folder integration dedicated to games 
• Device launcher placement
• Alternative app store featuring
• Dynamic preload (Google PAI) campaigns during peak seasons

Results:

The transformation in performance metrics was substantial:

• Reduced CPI by 47,2% compared to other paid social channels in Tier 2 countries 
• Increase in installs by 178% in the first 60 days after launching OEM ads
• 29.4% higher ROAS compared to other channels within the first 7 days post-installs
• 2.3x uplift in D-7 retention

Mid-Core Strategy Game Publisher

A strategy game publisher aiming to break into the top 100 grossing charts needed to find users with higher lifetime value while maintaining reasonable acquisition costs.

Implementation Strategy:

They developed a targeted approach focusing on premium device users and strategic placement selection:

• Premium device targeting across multiple OEMs
• Strategic integration with game-specific folders
• Custom onboarding flows for OEM-acquired users
• Market-specific placement optimization

Performance Metrics:

The results demonstrated the power of clean traffic for mid-core gaming:

• Day-30 ROAS of 127%, taking OEM among the top 3 channels
• Average Revenue Per User (ARPU) improved by 60%
• The conversion rate to paying users reached 6.3% within the first 3 days 
• Reduced user acquisition costs by 47.7%
• 78% incremental installs

Future of Clean Traffic in Gaming

The evolution of OEM marketing is opening new chances for gaming publishers, with innovations that promise even more effective user acquisition strategies.

Advanced Targeting Capabilities

AI-powered user matching is changing how games find their ideal players. By analyzing device usage patterns, gaming preferences, and behavioral indicators, 

OEM platforms can now predict user-game compatibility with unprecedented accuracy. This technology has shown early success in improving day-1 retention rates by up to 50% compared to traditional targeting methods.

Behavioral segmentation has evolved beyond basic demographics, incorporating real-time user activity patterns and gaming preferences. This allows publishers to reach users based on their gaming behaviors, such as preferred genres, playing times, and in-game purchase patterns.

Premium device targeting has become more sophisticated, allowing publishers to reach users with higher purchasing power and greater propensity for in-app spending. This targeting has shown particular success in markets where device type strongly correlates with user lifetime value.

Innovative Placement Types

The future of OEM marketing introduces exciting new placement opportunities designed explicitly for gaming apps:

• System-level Game Recommendations leverage AI to suggest games based on user behavior and device capabilities, appearing at optimal moments in the user journey. Early tests show these placements achieve click-through rates that are up to 200% higher than traditional ad placements.
• Gaming Folders have evolved into smart discovery hubs, using machine learning to curate personalized game collections for each user. These folders maintain engagement by refreshing recommendations based on playing patterns and preferences.
• Cross-game Promotion platforms are emerging, creating networks where games can reach players already engaged in similar titles. This targeted approach has shown promise in reducing user acquisition costs while maintaining high retention rates.

Emerging Technologies and Trends

Looking ahead to 2025 and beyond, several exciting developments are on the horizon:

Privacy-First Attribution

As privacy regulations continue to evolve, OEM platforms are developing new attribution methods that promise:

• 100% privacy compliance
• Enhanced tracking accuracy
• Real-time performance data
• Improved cross-device attribution

Predictive LTV Modeling

Advanced AI systems are getting better at predicting user value:

• 80% accuracy in 24-hour LTV predictions
• Real-time optimization capabilities
• Automated budget allocation
• Dynamic bid adjustment

Interactive Placements: An Exciting Possibility

Potentially, the next generation of OEM placements could offer:

• Mini-game trials within system UI
• Instant play capabilities
• Social features integration
• Seamless installation processes

The concept of next-gen OEM placements offering mini-game trials within system UIs, instant play, social features, and seamless installations is not yet a reality but aligns with current industry trends. 

Platforms like Android and game development frameworks are evolving to support more interactive and user-friendly experiences, making such innovations plausible soon.

The Impact on Gaming Publishers

These advancements are already showing promising results for early adopters:

• About 40% reduction in overall user acquisition costs
• 65% improvement in user quality
• 3x better ROAS compared to traditional channels
• More than 50% decrease in fraud-related losses

As we look to the future, it's clear that OEM marketing will play an increasingly crucial role in mobile game marketing strategies. The combination of clean traffic, advanced targeting, and innovative placements creates a powerful toolkit for publishers looking to scale their user base efficiently and sustainably.

Implementation Guide for Gaming Publishers

With the promising future of OEM marketing laid out, the next crucial step is understanding how to implement these strategies effectively. 

Success in OEM marketing requires careful planning and systematic execution, particularly for gaming publishers who must maintain precise user acquisition metrics.

Want to learn more about OEM advertising? Download REPLUG’s complete guide.

Getting Started

The journey to successful OEM marketing implementation can be broken down into three key phases:

1. Preparation Phase

Before launching any campaigns, publishers need to ensure their technical infrastructure is ready:

• MMP (Mobile Measurement Partner) integration for accurate attribution
• Creative asset preparation tailored to each placement type
• Clear KPI definition aligned with business objectives
• Budget allocation strategy across different OEM partners

2. Platform Selection

Choosing the right OEM partners requires careful consideration of several factors:

• Geographic coverage matching target markets
• Placement availability and performance history
• Integration requirements and timeline
• Quality assurance capabilities
• Cost structure and minimum commitments

3. Launch Strategy

A phased approach often yields the best results:

• Start with a pilot program in key markets
• Test different placement combinations
• Gather initial performance data
• Scale based on early results

Quality Assurance Framework

Maintaining traffic quality is crucial for long-term success. A robust quality assurance framework should include:

Pre-campaign Verification

• Technical integration testing
• Creative asset validation
• Placement quality assessment
• Target audience verification

Real-time Monitoring

• Install pattern analysis
• User behavior tracking
• Performance metric monitoring
• Fraud detection systems

Post-campaign Analysis

• Cohort performance evaluation
• ROI calculation
• User quality assessment
• Optimization opportunities identification

Making the Transition to OEM Marketing

The transition doesn't have to be abrupt for gaming publishers considering OEM marketing. Start with these steps:

1. Assessment
   • Evaluate current user acquisition challenges
   • Identify quality traffic needs
   • Define success metrics
   • Set realistic timelines
2. Resource Allocation
   • Dedicate team members to OEM initiatives
   • Allocate test budgets
   • Prepare creative resources
   • Plan for optimization cycles
3. Partner Selection
   • Research potential OEM partners
   • Evaluate integration requirements
   • Compare cost structures
   • Assess support capabilities

Conclusion: The Future of Clean Traffic is Here

As explored throughout this article, OEM marketing represents more than just another user acquisition channel—it's a fundamental shift in how gaming publishers can acquire quality users at scale. 

The combination of clean traffic, advanced targeting capabilities, and innovative placements creates a powerful solution for today's user acquisition challenges.

Contact REPLUG today for tailored OEM advertising solutions.

Key Takeaways

1. Clean Traffic Advantage
   • Fraud-free environment
   • Direct device integration
   • Premium placement options
   • Quality user acquisition
2. Proven Success
   • Demonstrated results across verticals
   • Scalable user acquisition
   • Consistent performance metrics
   • Strong retention rates
3. Future-Ready Solution
   • Evolving targeting capabilities
   • Innovative placement types
   • Advanced technology integration
   • Privacy-compliant framework

If you have any questions about app analytics and marketing, feel free to write to us at marketing@apptica.com — we've got your back!