🎒 SchoolCraft Party: 4.5M DAU, Fake Players, ~$70K/Day Ad Stack That Could Easily DOUBLE

SchoolCraft Party earns $70,000 a day and could double it

SchoolCraft Party is a seven-year-old mobile sandbox game with 4 to 4.5m daily players and no in-app purchases, earning its money entirely from ads in tier-four markets. The hosts treat it as a case study in under-monetized scale. The game runs only three direct ad networks, its multiplayer world is populated by bots, and the studio spends little on user acquisition. Their argument is that a few standard ad-stack fixes could double revenue, and a fuller overhaul could multiply it several times over.

Takeaways

• SchoolCraft Party is a seven-year-old ad-only hit. The game dates from 2018 and now sits at a record 4 to 4.5m daily active users with about 250,000 downloads a day, mostly from Indonesia, India, Brazil, Mexico, the Philippines, Russia, Turkey, Vietnam and Pakistan. It has no in-app purchases.
• Ad revenue is about $70,000 a day. Felix Braberg estimates a $1.40 eCPM on interstitials and rewarded ads and puts revenue at no more than $70,000 to $75,000 a day, possibly $140,000. Jakub Remiar guesses a team of three or four.
• Only three direct ad networks serve the game. Felix Braberg says SchoolCraft Party runs on AdMob mediation and its adapps.txt lists Google and Unity as direct networks, with AppLovin the third. For a game with millions of daily players, that is a thin stack.
• The other players are bots, not humans. Jakub Remiar shows that the other players flock to pick up money from a chest he opens but cannot open chests themselves, and a player labelled as being from Slovakia is completely fake. He calls the illusion perfect.
• The ad experience uses unusual placements. The game has 13 or 14 rewarded placements, offers an ad to remove ads and lets players give happiness to everybody for watching an ad. Ads run on a five-minute cooldown unless the player clicks certain things, and the skip button shows for one second.
• Google now serves three ads in a row. Felix Braberg says Google serves three ads in a row where it used to serve two, and a client was told the change can only be removed by moving to AdMob mediation. The hosts say interstitial cooldowns should be timed around eCPM degradation and recovery.
• Studio reuses one back end for Craft games. SchoolCraft Party was called Nightclub Craft before a 2022 rebrand. The studio's portfolio includes Pony World Craft and Candy World Craft, among other Craft titles, all built off the same back end. The company's address is in Cyprus and the hosts say it is Ukrainian.

Felix's ad-stack playbook

1. Add Pangle, Mintegral, Moloco and InMobi as direct networks and work with GAM.