Context
MobilityWare is one of the leading mobile publishers of card and puzzle games. Its portfolio includes games such as MONOPOLY Solitaire, Spades, and Spider Solitaire, totaling over 400 million downloads.
Since 2023, Addict Mobile has supported MobilityWare in its acquisition campaigns for several mobile games, including Match3D: SuperClean.
Challenges
MobilityWare seeks to leverage Addict Mobile’s gaming expertise, particularly on the creative side, to manage their acquisition campaigns.
The game’s monetization based on IAA (in-app advertising) reflects a need to recruit high-retention users. Acquisition campaigns are managed here with a ROAS objective across three sources (Google, Meta, Unity) and four geos (FR, US, UK, LATAM).
Strategy
More than 4000 visuals produced in 6 months of campaign.
To address these challenges, and thanks to its performance-oriented vision, the Addict Mobile creative studio first produced numerous concepts, ranging from classic gameplay to fake ads.
These concepts were then automatically scaled up and iterated using Addict Mobile’s proprietary creative technology, enabling the iteration of all elements composing a visual, whether video or static. It facilitated the creation of a large volume of creatives for Match3D: Super Clean by combining various elements: formats, backgrounds, objects, texts, CTAs, colors, etc., including formats and language based on activated channels and countries.
Small-scale tests were then implemented within the campaigns conducted on Google, Meta, and Unity to identify the most effective combinations while controlling the budget invested for each test. These results are analyzed daily to draw concrete insights and iterate the creatives accordingly, based on these insights.
This creative testing strategy not only reduces testing expenses and identifies the best-performing concepts more quickly, but also contributes to increasing ROAS and reducing ad fatigue.
