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CHALLENGE
RedBit games, a leading game developer from Italy, approached REPLUG in mid-2023, facing a critical challenge: scaling their acquisition activities and improving the ROAS for one of their top-performing mobile games in the match-3 category, Jelly Juice.
Historically, the RedBit team had managed to scale their acquisition campaigns up to a certain threshold. Beyond this point, any further scaling negatively impacted the game’s ROAS. Additionally, there was a heavy reliance on a single channel, Meta, which limited their growth potential. They needed a partner capable of not only maximizing their acquisition spend but also venturing beyond their previously tested strategies.
Our performance marketing team began by analyzing past activities and understanding the current tech stack. Our first move was to optimize the MMP implementation, ensuring accurate tracking and attribution of paid campaigns. Subsequently, we expanded our focus, exploring new channels, creatives, countries, and targeting options within existing channels. Through a strategic approach to paid activities, our team significantly increased ROAS across both iOS and Android platforms, enhanced the number of paying users, and improved average user monetization.
INCREASE THE ACQUISITION BUDGET WHILE IMPROVING THE ROAS
EXPAND THE AUDIENCE GLOBALLY WITH A POSITIVE RETURN
EXPAND THE ACQUISITION CHANNELS TO REDUCE DEPENDANCY ON META
SOLUTIONS
TRACKING & ATTRIBUTION SETUP
Our team firstly focused on understanding the MMP (AppsFlyer) setup, with special attention to the SKAN integration, with the aim of creating as much transparency as possible in data reporting. This process maximized transparency on results, allowing us to correctly attribute performance to each channel used, for both iOS and Android.
TEST, ITERATE & SCALE
Our performance marketing team relentlessly tested different creative concepts and targeting options, identifying new levers as they explored new acquisition channels. With testing came learnings that were successfully applied to scale spend efficiently across channels and increase ROAS month-over-month.
AI-DRIVEN CREATIVES & UGC
To scale faster and with better results, the team used a combination of AI tools to create voiceovers and multiple video variations in different languages and UGC to directly connect with the audience across the world (from the U.S. to Japan) leading to increasingly better cost per acquisition.
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"Thanks to REPLUG, the client has achieved considerable economic results, maintaining the desired ROAS levels and increasing the average spending of players. REPLUG is timely and determined, offers practical solutions for issues, and keeps the client in the loop throughout the engagement.They are very courageous and determined to change strategies."
Head of Monetization, redBit Games
Walter Proietti Spila
COMMUNICATION
STRATEGY
The team focused on a localized communication and creative strategy in countries where previously the ads were not tailored to the local audience, by implementing AI-driven creatives with voiceovers in different languages, and identifying local content creators for the different regions targeted.
3X DECREASE IN CPI
LOOKING FOR WAYS TO SCALE YOUR ACQUISITION ACTIVITIES?
Our team tested several concepts in different languages, focusing on the main target audience (women 45+) and thanks to AI the time to video production decreased drastically, allowing us to scale more efficiently and get better results.
USER-GENERATED CONTENT TO GO BEYOND TRADITIONAL CHANNELS
With the objective to keep scaling globally, the team decided to invest heavily in UGC ads, testing this format across different channels, resulting in better ROAS on programmatic, as opposed to the traditional channels.
IMPACTFUL CHANGES
MMP SETUP
With the objective of operating and optimizing based on data, our team had to carefully adjust the MMP setup and SKAN integration for iOS, to ensure that all paid campaigns were tracked correctly and that they could then optimize based on the right data.
CREATIVE TESTING
Another key factor in scaling successfully Jelly Juice globally, in a very competitive category, like the match 3, was the way the team tested and generated multiple variations of creative assets and UGC, while focusing also on the localization to appeal to the right audience.
MULTI-CHANNEL STRATEGY
Our performance marketing team focused on testing consistently different channels according to the platform, while identifying the one bringing the higher ROAS. In this period of time, we tested and scaled Meta, Google, TikTok, Unity Ads, Dynamic Preloads, and Programmatic.
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