A massive production of creatives for the management of Addiktive Games’s campaigns.
A game for everyone
Idle Bubbles Cannon is an arcade game developed by Addiktive Games (one-person studio). The game experience proposed is to destroy waves of colored bubbles over more than 1,500 levels.
Addict Mobile has been accompanying this entrepreneur since the start of 2021, by running user acquisition (UA) campaigns aiming at growth and profitability.
The challenge is in generating a short-term return on investment in order to continue developing the app and adding new content.
It should be noted that the revenue comes from the purchases and advertising suggested to players in the app. In addition, our client’s business objectives are twofold:
– Control the acquisition costs (KPI: CPI, CPA)
– Maximize the volume and quality of daily users (KPI: ARPDAU)
The creative is one of the key elements that will allow these two objectives to be achieved.
Addict Mobile has produced tens of thousands of creatives over the last few months, to ensure dissemination to over 180 countries and 6 sources.
This massive production is needed to identify the variation that will work best according to various criteria:
– Difficulty level
– Animation effect
– Borders specific to each acquisition source
To use a concrete example, a raw game phase that we identify as being better performing that the other game phases tested.
Thanks to our internal studio and our tools that allow thousands of adverts to be produced in a few hours, we will make this game phase video available in:
– 3 formats (portrait, landscape, square)
– 3 different languages (English, Japanese and French)
– 3 different musical settings (relaxing, energetic, extremely energetic)
– 3 different video lengths (6 seconds, 15 seconds, 30 seconds).
On the basis of a single game phase, we will therefore find ourselves with 81 varieties that we must test in order to analyze the results, identify the variation that works best, and understand the differentiating factors for future productions.
In order to carry out a test allowing access to statistically reliable data (representative and comparable), while limiting the investment made in these tests, the most common approach is to disseminate adverts among Android users on Facebook. However, other, more gaming-orientated platforms are also highly relevant.Results
Thanks to our production tools, 24/7 automatic optimization of campaigns and the strategy applied, we manage to identify high-performing adverts quickly and with a limited investment (KPIs: CTR, IPM, ROAS, etc.). These represent less than 0.1% of the adverts produced and 70% of acquired users and revenue.
By concentrating the investment on what works best in creative terms, we maximize the interactions with users (like, comment, share, video completion view, etc.), we get the most out of algorithms and increase our capacity for optimization.
This is also an optimum situation for ensuring better management of iOS 14 campaigns. In fact, the feedback from installation postbacks or in-app events operated with sources by Apple does not include the creative parameter, so it is not possible to associate a performance with an advert in a determining fashion. In addition, it is essential to limit the investment being diluted through a multitude of adverts that are more or less performing.
At Addict Mobile, thanks to this strategy, we also manage to limit Ad Fatigue by maintaining a massive and constant production of adverts over time and by diversifying the creative ideas.
Article in relation
Dating apps need acquisition to support their growth, revenue, and number of active users. Nevertheless, they are subject to constraints that are specific to this vertical. Choosing a strategy Before launching your campaigns, you need to think about the overall strategy for your app and your objectives: – Gender distribution: Separate by gender and tailored content to make sure you can control the investment and, therefore, the recruitment needs for each gender. – Objectives by gender and, therefore, adapted tracking: Make sure that the tracking on your MMP has been correctly tagged so you can track your performance in the best possible way, even if the events being tracked are different. – Objectives by country: it is also important to analyze app awareness in each country and for each gender as this will particularly affect the types of campaigns launched and the distribution of investments. – Investments according to seasonality: Dating apps are particularly affected by seasonality (vacations, back to school, weekends, Valentine’s Day, etc.). You need to correctly analyze the top recruitment periods for the app to know how to distribute the annual budget and not lose pockets […]Publié le 7 September 2022
A few months ago, we discussed the importance of creative in your mobile acquisition campaigns and how to find creative that works and positively impacts your performance. How do you achieve this goal? Here are our creative best practices: Personalize the message according to the various targets – The creatives must be tailored to each type of target audience. – This is even more important as the arrival of iOS 14 has restricted targeting options. The creative is thus a different way of targeting. – It is therefore crucial to understand your users’ motivations, needs and centers of interest. But also their fears, what stops them, what will make them hesitate to click. – This reflection on users and the levers to make them move on to action must be conducted upstream in order to brief the creative teams in a relevant fashion and produce effective creatives without losing time. – Be open to all types of tests, even the most daring, as no-one knows what may be effective and catchy. For the Cityscoot campaign, personalization of creatives allowed for procuring a CPA => 30% above average. For […]Publié le 13 July 2022