User Acquisition: Holiday Boosted Spotlight Increases adjoe’s US Installs by 96% for Huuuge Games

Publisher Huuuge Games
App Traffic Puzzle
Region US

Background

Huuuge Games is an international free-to-play games developer and publisher with a mission to empower billions of people to play together. Their vision is to transform mobile gaming into a massively social experience. Due to the successes of their gaming portfolio, Huuuge Games has over 965K DAUs.

Challenge

After the successful launch of Huuuge Games’ immensely popular match 3 title Traffic Puzzle on the adjoe network, Senior User Acquisition Manager Katarzyna Buławieniec was eager to further scale the number of high-quality installs coming in. With the holiday season approaching, adjoe expected an increase in activity across their Playtime ad unit, thus creating a major growth opportunity for advertisers like Huuuge Games.

Solution

For a select time period over the winter holidays, adjoe offered advertisers the opportunity to lock in a coveted spotlight position on their Playtime ad unit. Playtime consecutively rewards users in the in-app currency of the publisher’s app for their time spent playing third-party games like Traffic Puzzle.

By participating in the Holiday Boosted Spotlight, featured campaigns would have first access to new platform users at a premium price with the additional benefit of increased rewards.

In order to get the most out of the holiday spotlight, adjoe analyzed the user and network data of the top-performing match 3 games to create a comprehensive bidding strategy for Traffic Puzzle’s target demographics. This resulted in a bid that would guarantee Traffic Puzzle’s placement within the top 5 gaming recommendations for female users in the US, above the age of 25, using an operating system of 9 or above.

Impact

The Holiday Boosted Spotlight campaign resulted in a 96% install uplift on the adjoe network in the US for Traffic Puzzle. The increase in scale was then met with a positive user reception, which led to adjoe meeting Huuuge Games’ ROAS and retention goals with some targets even surpassing their expectations. Through the boosted spotlight positioning, Traffic Puzzle was able to exceed their adjoe retention goals by 19% Day 1, 60% Day 7, and 89% D30, alongside seeing the payer rate in the app almost double according to Huuuge Game’s internal analytics tool. The extended retention and increased payer percentage demonstrate the value of the hyper-engaged users acquired during the holiday boost.

96%
Installs Increase
x2
Payer Rate Doubles
1.5x
Higher Retention

The results of the boosted campaign were able to sustain its success long term, as seen by adjoe’s positioning as one of the top-performing media channels for Huuuge Games in December. Huuuge Game’s internal analytics tool found that adjoe became the top performing partner for Day 30 ROAS and even produced 1.5 times higher Day 30 retention than other partners.

 

 

Alongside the success of the boosted installs, another advantage of the rapid increase in scale has been the number of organic installs driven during this period. According to Appsflyer data and Huuuge’s internal analytics tool, during the spotlight timeframe, Traffic Puzzle also saw a massive increase in organic installs in the US thanks to the growth coming from the adjoe network.

Looking Forward

Looking Forward As Huuuge Games continues to solidify its presence as a global leader in publishing and game development, we can expect many new gaming experiences to come. As for the adjoe and Huuuge Games partnership, we plan to further expand our relationship by exploring new promotions, on new user demographics, testing new apps, and even targeting new geos.

“The success of the December campaign allowed us to achieve higher retention and payer rate meaning that users acquired during the promo campaign are more engaged and stay longer in the game.”
Katarzyna Buławieniec Senior User Acquisition Manager

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