HUUUGE GAMES — Increasing the profitability through campaign optimization

Finding the right targeting groups in order to increase the profitability of campaigns is a challenge that every Account Manager in the industry faces on a daily basis. This is a story of how we at Adjoe (AppLike Group) did so for our partner — Huuuge Games.

About Huuuge Games

“Huuuge Games is a gaming company on a mission to build world’s largest real-time social casual gaming platform”. Their flagship app, Huuuge Casino, aims to offer an interactive environment to its users so they could have the best social gaming experience in real-time free-to-play casino sphere. (https://www.linkedin.com/company/huuugegames/about/)

The Mission

In the case at hand, the goal was to optimize the campaign targeting and increase the profitability, which was accomplished by increasing purchase-to-install Day 3 and Day 7 ratio.

The Method

Test campaigns were run for a period of three weeks in order to gather a significant sample of data that could be analyzed afterward. Based on said data, optimizations were applied to the campaigns with a goal of increasing the purchase-to-install Day 3 and Day 7 metrics. The terms Day 3 and Day 7 are shortened to D3 and D7 in the latter part of the text.

The campaign used as an example will be a male audience targeting Huuuge Casino campaign in US.

The Result

Through optimization based on granular analysis of targeting groups, Huuuge Games succeeded in increasing the profitability of their Huuuge Casino campaigns.

Test Campaign Details and Results

Huuuge Casino: Free Slot Machines Games, male, age 25+, Android OS 7+ Testing period: 21 days

Test campaign results on a week-to-week basis

Further analysis showed that the greatest discrepancies, in terms of D3 & D7 purchase-to-install ratios, lays between different operating system groups (as seen below).

Performance comparison of OS7 and OS8+ group during the testing phase.

Optimization

The campaign setup was changed according to the results acquired from the test campaign. Android operating system 7 was left out of the targeting.

With the fresh targeting setup, the campaign targeted male audience, aged 25 and above, with an Android OS 8 or higher.

After running the new campaign setup for the same period of time, the following results were observed:

The results of the new campaign setup, after the period of 3 weeks

Performance comparison between the test campaign and the new setup

Summary

Purchase-to-install D3 increased by more than double.

Increase of purchase-to-install D7 by 73.94%.