Pearl Lemon helped King of Carrom, a multiplayer mobile board-game app, achieve explosive user growth. Using Facebook Ads and viral mechanics, they generated over 65,000 downloads in just 2.5 months from a tiny £1,500 budget, surpassing 190,000+ total installs subsequently.
65,000+
Downloads
2.5 months
£1,500
Budget
190,000+
Total installs
£0.03
CPI
King of Carrom faced the challenge of entering a competitive mobile gaming market with a minimal £1,500 budget and no established brand presence. They needed to achieve rapid user acquisition and high-volume installs quickly, competing with well-funded apps while maximising every penny. The goal was to bring the Cost Per Install (CPI) down to near-viral levels, far below the typical £0.30 – £2.00 in gaming.
Pearl Lemon's strategy combined Facebook App Install Ads, high-volume creative A/B testing, cultural targeting, and in-app automation. They selected Facebook Ads for its optimization capabilities and targeted Indian, UK, and South Asian audiences with culturally relevant creatives. Aggressive A/B testing identified high-performing creatives and audience segments, while in-app automation and a viral share-to-play system were implemented to boost retention and generate organic installs.
The campaign generated over 65,000 downloads in 2.5 months with a £1,500 budget. The app achieved an extremely rare £0.03 CPI, significantly outperforming the typical mobile app CPI of £0.20. Since the initial launch, the app has surpassed 190,000+ total installs and earned 1,000+ reviews.
Mobile App Case Study Delivering 65,000+ Downloads for King of Carrom This Pearl Lemon case study breaks down how our team helped King of Carrom, a multiplayer mobile board-game app, achieve explosive user growth on a shoestring budget. Using a combination of Facebook Ads, targeted mobile app install campaigns, in-app automation, and viral mechanics, we generated over 65,000 downloads in just 2.5 months all from a tiny £1,500 budget.
Since that initial launch, the app has surpassed 190,000+ total installs and earned 1,000+ reviews, proving that smart strategy and creative execution can outperform massive ad budgets.
King of Carrom is a digital multiplayer adaptation of the classic South Asian tabletop game, Carrom. The founders-childhood friends of Deepak-wanted to break into the competitive mobile gaming space and validate their idea quickly without spending thousands on advertising.
The mobile gaming space-especially casual multiplayer games is notoriously competitive. King of Carrom was entering a market already dominated by:
The founders faced several hurdles Limited Budget With only £1,500, every penny had to be maximised. There was no room for guesswork. Zero Brand Recognition As a brand-new game, the app had no:
Monitored retention and uninstall rates Analysed download-to-play behaviour This level of iteration ensured the budget was used as efficiently as possible.
Weekly syncs ensured: Rapid feedback loops Faster creative improvements Smoother post-launch optimisation Pearl Lemon and the founders operated like a combined growth team.
Originally published by the delivering Pearl Lemon team at pearllemon.com/case-studies/king-of-carrom-mobile-app-marketing/.
Pearl Lemon partnered with a client to promote their new mobile game app, which was based on the popular board game Carrom and targeted primarily at the Indian market. Through a comprehensive digital marketing strategy, Pearl Lemon helped the app achieve significant download numbers in a short timeframe.
65K Downloads
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2,300+ Total Downloads
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10,000 Flyers distributed per week
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Written and reviewed by
Deepak Shukla — Founder, Pearl Lemon Group
Deepak Shukla founded Pearl Lemon Group and its family of niche growth companies. He works hands-on with clients across SEO, paid media and outbound.
