Boosting Install Rates and Reducing CPI: A Successful UGC Strategy for IVYGAMES

Challenge

We partnered with IVYGAMES to boost their hit game Magicabin: Witch's Adventure. Our tailored strategy focused on improving key metrics like Install Rate (IR) and Cost Per Install (CPI). By leveraging the game's unique witch-themed elements and implementing innovative marketing techniques, we significantly increased user acquisition while optimizing marketing spend. This approach not only improved crucial metrics but also helped the game stand out in the competitive simulator genre, positioning it for continued success.

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Our Approach

We analyzed Facebook's gaming motivations and ranked them for Magicabin. The top motivators? Self-expression and Discovery. We conducted a survey among 1,000 active players, asking them to rate the importance of each motivation on a scale from 1 to 10. The results were averaged and converted into percentages for clarity.

UGC Creatives: Bridging Reality and Fantasy

Our choice of UGC (User Generated Content) ads became the turning point in our campaign. Here's why this strategy proved so effective:

Overcoming the gap between reality and fantasy:

• Showing real people playing the game makes the fantasy world more accessible.
• Demonstrates how the game fits into players' daily lives.
• Opportunity to show how game elements relate to real emotions and experiences.

Real people showcasing the game:

• Actors resembling the target audience inspire more trust.
• Authentic reactions to gameplay create an emotional connection.
• Diversity in actors allows us to reach various audience segments.

Cost-effective:

• UGC production requires fewer resources than high-budget commercials.
• Quick content creation and iteration enable rapid testing of different approaches.
• Possibility to utilize actual user content further reduces production costs.

By applying this strategy, we not only improved key metrics but also created a deeper connection between the game and its audience, leading to long-term campaign success.

The Results:

Our test campaign matched benchmarks, but the real magic happened in the full campaign:

1. CTR increased by 31%
2. Install Rate (IR) grew by 17%
3. Cost Per Install (CPI) decreased by 12%

The best part? These creatives showed sustained performance over time, solving the "creative fatigue" problem.

Key Takeaways:

1. Understanding player motivations is crucial for effective ad creatives.
2. UGC ads can effectively bridge the gap between reality and game fantasy.
3. Tailoring content to your specific audience pays off in sustained performance.

Artik Agency's approach to our Magicabin: Witch's Adventure campaign was nothing short of transformative. Their innovative UGC strategy not only boosted our install rates but also significantly lowered our CPI, breathing new life into our user acquisition efforts. We're thrilled with the results and look forward to continuing our partnership on future projects
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Lena Kostrova
_{Creative Manager at IVYGAMES}

Want to see how this approach could revolutionize your simulator game's performance? Let's chat about applying these strategies to your unique project.