Malpa Games is a leading mobile game developer headquartered in Cyprus, specializing in casual puzzle and word games for global audiences. With over 1.5 million daily active users and around 5 million monthly downloads, the company is committed to delivering engaging gaming experiences while continuously optimizing its monetization strategy.

Since 2025, Malpa Games has partnered closely with BlueSea, integrating BlueSea SDK into its monetization stack. The collaboration has demonstrated BlueSea's strong advertising performance across multiple ad formats and global markets, enabling Malpa Games to achieve sustainable revenue growth without compromising user experience.

Unlocking Banner Ad Revenue with BlueSea SDK

Banner ads remain one of the most widely adopted ad formats in mobile games. While they offer abundant inventory and a less intrusive user experience than interstitials, publishers often face three common challenges:

• Low revenue contribution despite high impression volume

• Balancing monetization with a seamless gameplay experience

• Protecting users from malicious creatives and unwanted auto redirects

To address these challenges, BlueSea SDK delivers a comprehensive banner monetization solution:

• Intelligent Ad Curation. BlueSea's proprietary ad curation engine prioritizes high-quality advertisers from premium verticals, including e-commerce, lifestyle, and consumer brands. By matching users with more relevant and engaging advertisements, the SDK improves both monetization efficiency and the overall advertising experience

• Dynamic Floor Price Optimization. Effective pricing strategy is essential for maximizing advertising revenue. BlueSea continuously analyzes seasonal demand and advertising budget fluctuations, providing data-driven recommendations for floor price optimization. This enables publishers to capitalize on peak advertising periods such as holidays and major promotional events.

• Dual-Layer Protection Against Auto Redirects. Auto redirects have long been a major concern for mobile publishers, negatively impacting user trust and retention. BlueSea addresses this issue through a dual-layer protection mechanism: 

• Server-side protection: Integration with third-party creative verification services proactively detects and blocks malicious auto-click creatives.

• SDK-side protection: BlueSea SDK eliminates technical pathways that could trigger unintended redirects, ensuring users are redirected only after intentional interactions.

Following the integration of BlueSea SDK, Cardscapes™: Jigsaw Puzzles achieved outstanding performance:

• 9% increase in ARPU after integrating BlueSea SDK

• 29% eCPM growth in the U.S. market

• 18% eCPM growth across European markets

• Zero user complaints related to BlueSea-served advertisements

  

Enhancing Interstitial Monetization Without Sacrificing User Experience

Interstitial ads continue to deliver some of the highest eCPMs in mobile advertising. However, their full-screen presentation and mandatory viewing time can negatively affect user experience if not carefully optimized.

BlueSea SDK helps publishers maximize interstitial revenue while maintaining a player-friendly experience through several key capabilities.

• Flexible Ad Experience Customization. BlueSea enables publishers to tailor interstitial display behavior according to the characteristics of each game and audience. Developers can configure settings such as skip timing, display frequency, and presentation flow, allowing them to strike the optimal balance between monetization and user engagement.

• Diverse Creative Formats. BlueSea supports a broad range of creative formats—including image, video, and HTML display ads—expanding advertiser demand and increasing competition within each auction. This results in improved fill rates, stronger eCPMs, and higher overall monetization performance.

Following the deployment of BlueSea SDK, Fillwords: Word Search Puzzles delivered strong monetization improvements:

• 26% eCPM growth in the U.S. market

• 8% eCPM growth in the RUS market

• Minimal impact on user retention while significantly improving monetization performance

  

Publisher Highlights

"BlueSea has demonstrated outstanding ad performance across multiple formats and markets, helping us achieve meaningful revenue growth while maintaining a seamless player experience. The stability and reliability of the BlueSea SDK have made integration and daily operations effortless. Beyond technology, the BlueSea team has been a trusted partner, providing proactive optimization support and working closely with us to unlock long-term monetization opportunities.", says Olga Stepanova, Lead Monetization of Malpa Games

About BlueSea

BlueSea is a programmatic, data-driven, independent advertising platform committed to helping clients bridge the gap between the world's most lucrative markets. We provide various integration options for partners: mobile ads SDK, AI SDK, oRTB, Prebid and Vast Tag. If you want to unlock new revenue potentials, please contact us: sdk@blueseasx.com