User Acquisition: Club Vegas Hits #1 in the German Google Play Store with the Help of adjoe’s Playtime.

User Acquisition: Club Vegas Hits #1 in the German Google Play Store with the Help of adjoe’s Playtime.

Publisher Bagelcode
App Club Vegas
Region Global

Background

In 2012, a modest team of 5 people established what is now known as the multinational gaming company Bagelcode. Today Bagelcode has expanded from a team of 5 to a company with offices in Seoul, London, Tel Aviv, and Dnipro and has become a major player in the Social Casino market with over 40M downloads globally.

Challenge

As the competition for acquiring Social Casino users intensified, Bagelcode sought to scale its Club Vegas user base beyond its core English-speaking markets in order to expand its global presence. In order to achieve this, Media Buyer for Club Vegas, Julian Bacquet decided to look to adjoe when identifying new markets and developing a comprehensive strategy to scale their user base.

Solution

adjoe’s time based rewarded ad unit Playtime, rewards users in the in-app currency of the publisher’s app for their time spent playing third party games like Bagelcode’s Club Vegas. For every minute a user spends playing Club Vegas they are then rewarded in the publisher’s in-app currency. Through its user opt-in, Playtime uses predictive algorithms to analyze adjoe first-party data in order to identify then create targeted campaigns based on a user’s profile. This includes: The use of post-install data allows Bagelcode to further identify and then optimize campaigns based on which user profiles have delivered the highest ROAS. By combining all data points, Bagelcode can develop a comprehensive bidding strategy that achieves their ROAS goals while scaling each campaign, giving Bagelcode the most insights when competing in the highly competitive Social Casino vertical.

Age
Gender
O / S
Device Model
GEO
Mobile Interests
Source

Impact

In early November, adjoe identified Germany as an attractive market for Bagelcode to begin focusing on. With the help of adjoe analytics, Bagelcode was able to develop a more granular approach when scaling Club Vegas in the German market. In order to grow their userbase, adjoe analyzed post-install event trends by user ages, genders, operating systems, as well as the sources which drove the highest rates of depositors. This allowed Bagelcode to create a granular bidding strategy, allowing them to scale sources with the highest ROAS even further.

By the end of November, adjoe became Bagelcode’s largest channel in Germany delivering approximately 75% of all paid installs. Three weeks after optimizing their approach, Bagelcode became the #1 Social Casino game in the German Play Store, a position which they still hold almost 6 weeks later.
Club-VEGAS-TOP-CHART-1

Since launching Bagelcode’s first Club Vegas campaign in May 2020, Bagelcode has expanded its strategy beyond its core market of the US focus to acquiring users in CA, UK, AU, JP, DE, among many other countries. This expansion of the Bagelcode strategy resulted in a swift increase in ad spent with spend even doubling in both November and December. Placing adjoe as one of the top user acquisition channels for Bagelcode in December. adjoe’s ability to systematically analyze user trends within their core user demographics and beyond has been vital to scaling while both achieving and surpassing their short and long-term ROAS goals month over month.

Looking Forward

As Bagelcode continues to expand globally you can expect to see Club Vegas continue to top Play Store charts as well as the introduction of new games in early 2021. As for the adjoe Bagelcode partnership, we are already in the process of analyzing and developing strategies to expand and enter new markets.

“adjoe became an important channel for us through its granular targeting, its ability to find engaged users, and its sizable inventory also in non-US markets. It will be one of the first acquisition channels for our future games.”
Julian Bacquet, Media Buyer, Bagelcode

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