HUUUGE GAMES — Increasing the profitability through campaign optimisation
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 AppLike 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 ran for a period of three weeks in order to gather a significant sample of data that could be analyzed afterwards. 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
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).
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:
Summary
Purchase-to-install D3 increased by more than double.
Increase of purchase-to-install D7 by 73.94%.
If you liked the story and you are interested in collaborating with us on the next big mobile challenges, you can contact us at: partnerships@applike.info
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