How A23 Rummy scaled growth by unlocking cross-channel attribution accuracy

Overview

With a user-first mindset and a focus on responsible real-money gaming, Head Digital set out to simplify cross-platform engagement and sharpen campaign performance for its flagship app, A23 Rummy. As campaigns scaled across web, app, and offline channels, achieving visibility and consistency in user journeys became critical.

By implementing AppsFlyer’s Attribution Suite, OneLink, and Conversion Studio, Head Digital:

• Improved overall attribution visibility by 40%
• Boosted web-to-app conversion rates by leveraging deep linking
• Reduced manual effort with centralized insights

Background

Head Digital is a pioneer in India’s real-money gaming space, with over 18 years of experience and a user base exceeding 70 million. Its flagship app, A23 Rummy, is designed for high-value players who engage deeply through real-money gameplay. Complementing this is A23 Poker, another popular title that attracts a similar high-intent audience seeking competitive, immersive experiences.

As a business focused on sustainable growth, Head Digital’s marketing success hinges on acquiring high-intent users and ensuring smooth user experiences across platforms. Digital marketing plays a key role in driving both acquisition and long-term engagement.

Challenge

Running marketing campaigns across digital and non-digital channels, Head Digital faced increasing complexity in ensuring consistent user journeys and accurate attribution. Their challenges fell into three main areas:

1. Cross-platform deep linking limitations: Before implementing OneLink, Head Digital faced inconsistencies in deep linking across platforms, particularly in web-to-app and app-to-app journeys. For example, users engaging with A23 Rummy promotions on mobile web or social media were often directed to generic app home screens instead of personalized landing pages. This broke the user flow and reduced the likelihood of completing key actions like registration or deposits. As a result, the team saw lower conversion rates and missed opportunities to engage high-value users during peak campaign periods.

2. Limited attribution and campaign insights: The team struggled with fragmented campaign data and lacked granular insights to evaluate campaign performance. Identifying top-performing channels and creatives was difficult, which impacted budget allocation and overall optimization.

3. iOS measurement gaps post-privacy changes: Following Apple’s SKAdNetwork (SKAN) updates, the team had limited visibility into iOS performance. Without a single source of truth (SSOT) for SKAN data, it became difficult to measure post-install activity, ROAS, or user retention from iOS campaigns.

Solution

To solve these challenges, Head Digital implemented multiple AppsFlyer solutions:

Seamless deep linking with OneLink: Head Digital implemented AppsFlyer Customer Experience and Deep Linking Suite, powered by OneLink technology, to enable consistent and contextual deep linking across key digital touchpoints. For A23 Rummy, Smart Banners and Smart Scripts were used to route users from mobile web and social campaigns directly to relevant in-app destinations, such as the registration screen or active game rooms. This eliminated friction in the user journey, improved activation rates, and gave the team better visibility into performance across channels through centralized attribution.

Attribution suite for unified campaign measurement: AppsFlyer’s Measurement Suite provided a centralized dashboard and raw data access, enabling Head Digital to view performance across all acquisition channels. With multi-touch attribution, they could now accurately track which campaigns and sources were delivering ROI, especially for high-value players.

Conversion studio for smarter iOS optimization: To address SKAN challenges, the team leveraged Conversion Studio to configure and manage conversion values. This allowed them to prioritize post-install KPIs such as deposits, gameplay sessions, and retention – all within SKAN’s 64-value limit. The visual interface made it easy to adapt measurement setups to changing campaign goals.

Results

Since adopting AppsFlyer, Head Digital has achieved significant improvements in performance, efficiency, and campaign insight:

• 40% increase in overall attribution visibility: By using Conversion Studio to optimize SKAN schema mapping, the team gained deeper insights into user behavior and ROAS, leading to more informed, data-driven decisions. Attribution accuracy was further improved with Protect360, AppsFlyer’s fraud protection solution, which helped identify and eliminate fraudulent installs. This ensured cleaner data and more reliable performance measurement.
• Improved conversion from owned and digital channels: Campaigns using OneLink-powered Smart Banners and deep linking flows delivered a measurable uplift in web-to-app conversions, particularly from mobile web and social traffic that previously suffered from broken journeys and attribution gaps.
• Reduced manual work and improved reporting: With all data consolidated in one dashboard and customizable raw data exports, reporting cycles became faster and more actionable, allowing the team to focus on strategy.

Our collaboration with AppsFlyer has been a turning point in how we approach measurement and engagement. From simplifying complex web-to-app journeys to giving us the visibility we needed on both iOS and Android, the solution helped us make faster, smarter decisions that directly impacted performance.

Sudarshan Reddy, Senior Director, Acquisition Marketing

Looking Ahead

With consistent attribution and measurement, and high-performing deep linking in place, Head Digital is set to scale acquisition through owned media and deepen personalization across player segments. The team continues to refine SKAN strategies and experiment with OneLink-powered journeys to unlock new growth opportunities.

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