Revolutionary Creative Approach: 24k+ Installs in Moloco Ads and with 2.1x Higher CTR

Before: The Challenge of Creative Stagnation

Team42's social deduction game, Mafia42, was facing a critical juncture in its user acquisition (UA) strategy. Despite strong product metrics, the game's dialogue-heavy gameplay presented unique challenges for creative marketing:

• Limited visual content made traditional UA creatives difficult to produce
• Heavy reliance on Moloco Ads for high-quality, paying users
• Increasing CPIs threatening profit margins
• Creative fatigue setting in on primary ad platforms

The game's success in Moloco Ads came at a cost – rising bid prices and CPIs that reached a concerning $6.2. With 78% of ad impressions coming from this single source, Team42 needed a breakthrough to maintain growth and profitability.

After: Comic-Inspired Innovation Drives Results

Artik Agency's creative team developed a groundbreaking solution: transforming Mafia42's static in-game assets into captivating comic-style narratives. This fresh approach yielded impressive results:

• 24,000+ new installs generated from the new creatives
• CPI reduced by 40%, from $6.2 to $3.7
• Click-through rate (CTR) increased by 2.1x
• Maintained a stellar 76%+ install rate
• Preserved strong 7-day ROAS metrics

The comic format not only reinvigorated the UA campaign but also aligned perfectly with the interests of Mafia42's core audience in Asian markets, where 49% of impressions came from Japan alone.

Bridge: Tapping into Cultural Trends for Global Appeal

Artik Agency's strategy bridged the gap between Mafia42's gameplay limitations and the need for engaging ad content by leveraging the universal appeal of comics and anime. Here's why it worked:

1. Cultural Resonance: The comic style deeply connected with Asian audiences, particularly in Japan, the game's largest market.
2. Narrative Power: Comics allowed for the creation of intriguing storylines that showcased the game's depth beyond simple dialogue.
3. Visual Appeal: The eye-catching artwork stood out in crowded ad spaces, driving higher CTRs.
4. Global Potential: The growing popularity of comics and anime in Western markets opened doors for expansion beyond Asia.
5. Platform Versatility: The format performed well across various ad networks, reducing reliance on a single platform.

Key Takeaways & Action Items

1. Embrace Creative Constraints: Use limitations as a springboard for innovation. Mafia42's lack of visual gameplay became an opportunity for unique storytelling.
2. Know Your Audience: The success of the comic format was rooted in a deep understanding of the target demographic's interests and cultural touchstones.
3. Diversify Ad Platforms: While Moloco Ads performed well, the new creatives' success on other networks highlighted the importance of a multi-platform approach.
4. Monitor and Adapt: Keep a close eye on metrics like CPI, CTR, and install rates. Be ready to pivot when you see signs of creative fatigue.
5. Think Globally, Create Locally: Design creatives that can resonate across cultures while targeting your primary markets effectively.

By implementing these strategies, game developers and marketers can transform their UA campaigns, driving down costs while significantly boosting engagement and installs. The Mafia42 case study proves that with the right creative approach, even dialogue-driven games can achieve breakthrough performance in the competitive mobile gaming market.

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The comic-inspired creatives developed by Artik Agency have been a game-changer for our UA strategy. Not only did they solve our creative fatigue issues, but they also perfectly captured the essence of Mafia42 in a visually compelling way. The results speak for themselves – lower CPIs, higher CTRs, and maintained high install rates. This approach has allowed us to expand our reach while improving our ROI. It's a testament to the power of innovative thinking in mobile game marketing. We're excited to continue exploring this direction and see how we can further evolve our UA efforts based on these insights.
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Tanaka Hiroshi
_{UA Manager at Team42}

Ready to revolutionize your user acquisition strategy? Reach out to us today and let's embark on a creative journey together. Our team is eager to collaborate with you, combining your deep understanding of your game with our innovative approach to UA. Together, we can create campaigns that not only stand out but also deliver exceptional results. Don't let another day go by with underperforming ads – let's start crafting your success story now!