Spin & Win: Cut CPI by 24% and get 34k new Installs by integrating a wheel mechanic into ad creatives

Problem

ZYmobile faced a significant challenge in promoting their game, Anna's Adventure. Despite achieving a good Install Rate through gameplay demonstrations, the high Cost Per Install (CPI) threatened the project's profitability. The main difficulty lay in the limited base of advertising assets and relatively weak graphics compared to competitors.

While competitors, especially in the hyper-casual game segment, actively invested in creating attractive advertising materials using advanced techniques and mechanics, ZYmobile found itself in a difficult position. The company couldn't afford significant investments in costly production and creation of new assets for creatives. This created a risk of losing market position and further increasing CPI.

Solution

In this situation, ZYmobile turned to Artik Agency. The agency proposed an innovative approach that allowed for improving advertising effectiveness without significant investments in new assets.

• Implementation of Spin & Win interaction mechanics within the current visual capabilities:
  • Impact on CPI: The Spin & Win mechanic attracts users' attention, increasing the Click-Through Rate (CTR) of the ads. A higher CTR means that more people install the game with the same number of ad impressions, which reduces the CPI.
  • Impact on RR: Players attracted by the possibility of quick rewards through Spin & Win are more likely to return to the game the next day to use this mechanic again. This directly improves the user retention rate.

• Creative use of existing assets to create elements of Luxury Life:
  • Impact on CPI: Showcasing elements of luxurious living (even using existing assets) makes the advertising more attractive. This increases users' desire to install the game, improving conversion rates and consequently lowering CPI.
  • Impact on RR: Players attracted by the promise of a "luxurious" gaming experience are more likely to continue playing to reach the levels of luxury shown in the ads. This motivates them to return to the game day after day, improving retention rates.

• Creative use of existing assets to create elements of Luxury Life:
  • Impact on CPI: Showcasing elements of luxurious living (even using existing assets) makes the advertising more attractive. This increases users' desire to install the game, improving conversion rates and consequently lowering CPI.
  • Impact on RR: Players attracted by the promise of a "luxurious" gaming experience are more likely to continue playing to reach the levels of luxury shown in the ads. This motivates them to return to the game day after day, improving retention rates.

Artik Agency's approach to optimizing our creatives was truly innovative. They proved that even without costly visual improvements, it's possible to create advertising that not only attracts new users at a lower cost but also retains them in the game longer. This is a real breakthrough in our marketing strategy.

Nguyễn Minh Tuấn
_{Creative Producer at ZYmobile}

Result

A transformation that exceeded all expectations

• 24% reduction in average CPI
• 37% increase in Day 1 Retention (1D Retention)
• CTR growth up to 3.10% for the best creative
• Increase in IPM to 14.9 and RR1 to 54.80% for the best creative

This case study clearly demonstrates that even with a limited budget for producing advertising materials, it's possible to achieve significant improvements in key performance indicators. A creative approach and deep understanding of audience interaction mechanics can be the key to your project's success in the highly competitive mobile gaming environment.

Impact on Business:

1. 45% increase in Return on Advertising Spend (ROAS)
2. 30% growth in overall revenue from in-app purchases
3. 25% expansion of the active user base
4. 15-point improvement in App Store and Google Play rankings

Conclusion

This case study clearly demonstrates that even in the highly competitive mobile gaming market, it's possible to achieve significant improvements in key performance indicators without substantial investments in redesign. The right approach to advertising creatives and a deep understanding of the audience can be the key to your project's success.

Want to learn how Artik Agency can help your project achieve similar results? Contact us today for a free consultation!

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