Falcon Game: Expanding Monetization Capabilities with Programmatic

Falcon Game: Expanding Monetization Capabilities with Programmatic

Building on a well-established monetization operation, Falcon Game has added programmatic infrastructure to broaden its demand connections, increase flexibility and unlock additional revenue opportunities.

 

Falcon Game is a leading mobile game publisher in Vietnam, with a portfolio of globally successful titles — from 1945 Air Force and Falcon Squad to, more recently, Goods Puzzle: Sort Challenge.

Beyond its scale, Falcon is known for its pioneering mindset, continually seeking out and testing new technologies and business models. With strong technical capabilities, Falcon sets a high bar when selecting and adopting technology solutions.

Falcon runs a structured, professional monetization operation built on mediation, long-standing relationships with ad networks and an experienced operations team. Many demand partners rate the quality of Falcon’s inventory highly, with strong RPM performance.

With this solid foundation in place, Falcon continues to look for more effective ways to maximize the value of its inventory: broadening its access to demand, gaining a clearer understanding of its supply paths and taking a more active role in revenue optimization.

Adding Publisher-Side Programmatic Infrastructure

Falcon continues to operate its existing mediation ecosystem. Alongside it, Falcon has added a publisher-side, server-side monetization layer provided by AscendX. This gives Falcon access to additional demand and the ability to build more direct programmatic connections, without having to integrate multiple additional SDKs. AscendX also supports demand onboarding, operations, reconciliation and deal development.

From Testing to Production Scale

Falcon began rolling out the server-side channel in mid-June 2026, running A/B tests to evaluate technical parameters and monetization performance. Following positive initial results, Falcon expanded traffic and activated additional demand. Within just over two months, the new monetization channel was operating at production scale across most of Falcon’s app portfolio.

 

Expanding Demand Access and Monetization Opportunities

Through AscendX, Falcon has activated more than 10 demand sources via server-side real-time bidding (RTB). These demand sources compete in the auction, and the results are passed back into Falcon’s existing monetization setup. Individual demand sources can be added, adjusted or optimized on the server side, reducing the need for code changes and new app releases.

Beyond expanding access to demand, programmatic infrastructure also enables Falcon to explore additional advertising transaction models and inventory monetization opportunities beyond traditional ad network integrations.

Magnite. Falcon established a connection with Magnite through a direct (O&O) supply path. Building on this, Falcon has expanded its monetization into curated marketplace and auction package sales, creating additional opportunities to access premium advertising budgets globally.

 

Opening Up New Opportunities for Publishers

As Falcon’s experience shows, the value of these connections goes beyond simply adding more bidders. They provide more direct access to demand, greater transparency into supply paths, additional advertising transaction opportunities and more control over how inventory reaches buyers.

Looking further ahead, as more data and signals accumulate from monetization activity, publishers can progressively explore new opportunities such as IVT and traffic-quality analysis, creative and ad-experience evaluation, and the use of monetization signals to better understand players and support segmentation. These are the natural next areas of development as programmatic capabilities continue to mature.

“For Falcon, monetization is not just about optimizing today’s revenue. It is about continually finding new ways to make better use of the value of our inventory. We want greater control, more flexibility and the ability to pursue new opportunities as the market evolves. AscendX is a trusted partner, supporting Falcon in pursuing this strategy.”

— Ms. Linh Nguyen, CEO, Falcon Game