Transforming Gaming Engagement: How I Leveraged Strategic Ad Campaigns to Conquer the Market with 40M Downloads and Unmatched CPI Efficiency
Tencent Games is known for its rich portfolio of high-quality mobile games. As a dominant force in the gaming industry, they focus on providing interactive and engaging experiences to a diverse audience worldwide, with a strong presence in the iOS gaming market.
Our Client
Tencent Games sought to penetrate the competitive US market more deeply and increase the user base for their iOS game while reducing the average cost per install.
The Goal
The campaign spanned a duration of 10 months, a significant period to establish trends and measure growth effectively.
Project Duration
To address the challenge of deepening market penetration in the competitive US market and to enhance the user base for their iOS game, all while managing to reduce the average cost per install.
Problem Statement
Strategy (Overview)
Tencent Games decided to employ a mix of Facebook and Google advertising platforms to reach potential users. Video creatives were identified as the key differentiator to decrease CPI and enhance install rates.
Best Performing Ad
The top-performing advertisements harnessed the dynamic appeal of video creatives, showcasing different phases of gameplay.
They cleverly depicted players making clear errors, invoking the viewers' desire to download the game and rectify these blunders themselves.
This engaging approach struck a chord with our intended demographic, leading to a surge in installation rates and successfully driving down the average cost per install to $2.40.
Key Metrics
Monthly Ad Spend: $50,000
Average CPI: $2.40
Estimated New Installs a Month: 20,833 (from a budget of $50,000)
Total Installs Over 10 Months: Approximately 620,000 iOS installs
Total Revenue Over 10 Months: $2.5 million
Profit: $1 million
Total Downloads Combined (Android & iOS): 40 million
Solution (Campaigns Used)
Leveraging a blend of strategic ad placements on Facebook and Google, Tencent Games focused on video creatives which outperformed other ad formats, achieving the desired CPI and driving user acquisition.
Final Outcome
The campaign not only met but exceeded Tencent Games' objectives, with video creatives significantly improving performance, resulting in 40 million downloads across platforms and substantial profitability.