MOON ACTIVE
CASE STUDY: COIN MASTER
COPY THAT CONVERTS AT SCALE
Coin Master is one of the highest-grossing mobile games of all time: $6B+ in revenue, 300M+ downloads, and over 10 million daily active users.
The challenge wasn’t scale—it was attention.
While my role spanned multiple channels, a key focus was CRM, like writing for push notifications, email, and in-app campaigns. Writing CRM copy for a global, fast-scrolling audience meant every message had to land instantly, translate seamlessly across 30+ languages, and drive real behavior—opens, clicks, and purchases—often within seconds.
This work spanned push notifications, email, and in-app campaigns, where performance wasn’t assumed—it was continuously tested, measured, and optimized.
Coin Master is one of the highest-grossing mobile games of all time: $6B+ in revenue, 300M+ downloads, and over 10 million daily active users. The challenge wasn’t scale—it was attention.
While my role spanned multiple channels, a key focus was CRM, like writing for push notifications, email, and in-app campaigns. Writing CRM copy for a global, fast-scrolling audience meant every message had to land instantly, translate seamlessly across 30+ languages, and drive real behavior—opens, clicks, and purchases—often within seconds.
This work spanned push notifications, email, and in-app campaigns, where performance wasn’t assumed—it was continuously tested, measured, and optimized.
SCALE
10M
ACTIVE USERS REACHED DAILY VIA PUSH
30M+ DELIVERED ON PEAK DAYS
37%
AVERAGE EMAIL OPEN RATE
GAMING INDUSTRY AVERAGE ~22%
$2.1M
PUSH REVENUE IN ONE MONTH
CONSISTENTLY DROVE $1.3-$2.1M MONTHLY
$75M
MONTHLY REVENUE
BLACK FRIDAY CAMPAIGN GROSSED $4.2M IN ONE DAY
Daily campaign emails averaged a 36–37% unique open rate,well above the mobile gaming industry average of ~22%. Individual campaigns regularly exceeded 40%, with top performers reaching 48–49%.
48.54% OPEN RATE
45.96% OPEN RATE
49.11% OPEN RATE
66.85% CTR
67.56% CTR
66.54% CTR
PUSH NOTIFICATIONS
Push notifications were sent 4–7 times daily to segmented audiences. Average open rate held at 3.3–3.6%; at 30M+ sends per day, this represents hundreds of thousands of daily opens and direct revenue impact.
During Black Friday—at the time the game’s single highest-revenue day—push notifications drove 2.38% of total revenue, generating over $100K in a single day.
A/B TESTING
Copy decisions were tested rigorously against live audiences of 1.5–10 million users per test. Below are three tests where copy changes produced statistically significant lifts.
Hypercasual games typically see CTRs ranging from 0.82% to 1.05%, depending on platform (iOS vs. Android).
IMPACT
CRM became a scalable revenue driver, consistently generating seven figures monthly and maintaining engagement above industry benchmarks.
This performance wasn’t driven by one-off wins, but by a repeatable system: clear, action-oriented messaging, continuous A/B testing at scale, and copy designed to work instantly across 30+ languages and attention spans. Each touchpoint was built to convert in the moment and improve over time.
The result was sustained growth, strong engagement, and a high-frequency communication strategy that increased output without sacrificing retention, demonstrating how simple, well-executed copy can drive measurable impact at global scale.