Mobile Games

Scaling the Efficiency with PLAYSTUDIOS

PLAYSTUDIOS develops engaging social casino games for the world’s largest social and mobile platforms.

For more than a year, Adjoe (Applike Group) and PLAYSTUDIOS have worked hand in hand to improve the efficiency of every cent spent for an install, while hitting the KPIs of PLAYSTUDIOS’ top game POP! Slots — Free Vegas Casino Slot Machine Games.

Over the course of our partnership, there have been many different learning opportunities and successes worth acknowledging, but we would like to focus this case specifically on cost per install efficiency.

On the following graph, you can see the efficiency development of Tier1 GEOs for the past year. Line “Costs” corresponds to the average bid PLAYSTUDIOS set on our platform. Line “Volumes” shows us the growth of the installs during the mentioned period. The first optimisation was provided in summer 2018 when despite a significant decrease of the average costs in only 2 months we were able to recover the same amount of installs.

We started advertising campaigns with the effectiveness coefficient 1.8, which showed the influence that every additional US dollar cent spent had on the increase in volumes. The higher the coefficient, the more installs PLAYSTUDIOS generated for every cent they spent. Below you can see the development of the effectiveness, which increased from 2.16 in the first month (March 2018), through 3.29 in August 2018, to 4.3 in March 2019.

As a result of our targeting options based on demographics and internal optimisations, we managed to improve the efficiency of the POP! Slots — Free Vegas Casino Slot Machine Games campaigns in Tier1 GEOs twice and after one year PLAYSTUDIOS is now getting two times more installs for the same price than the previous year.

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