SciPlay

The objective

Gaining higher ROAS and a high-quality paying audience

SciPlay is a digital game developer and publisher, focused on free-to-play games for smartphones and tablets. Its portfolio includes popular social casino games such as Jackpot Party Social Casino, Quick Hit Slots, 88Fortunes, and Gold Fish Casino.

With a longstanding presence on TikTok, SciPlay has been at the forefront of pioneering the platform's innovative solutions, effectively tapping into TikTok’s vibrant gaming community.

The objective for Gold Fish Casino was to promote the title with higher efficeincy in acquiring new and engaged users.

The Solution

Unlocking TikTok's potential with redefined creative approach

With a lasting presence on TikTok, SciPlay has been able to define the most effective approach to promote its titles to the gaming community. SciPlay's media buying strategy prioritizes acquiring valuable paying users to ensure continued virtual coin package purchases. Central to this approach is TikTok's Purchase and Value Optimization, enabling precise targeting of users more inclined towards in-app purchases and high-value transactions. This approach has empowered SciPlay to scale its campaigns and achieve remarkable success.

In the past, SciPlay relied mainly on its own in-house creative team, with additional support from TikTok's in-house creative studio, and special programs such as the TikTok Creative Exchange (TTCX).

Seeking greater campaign efficiency, for this campaign, SciPlay decided to try out TikTok Creative Challenge (TTCC), a new in-app feature that allows creators to submit video ads to brand challenges and receive rewards based on video performance.

To ensure the desired results, SciPlay created a comprehensive creative brief for the challenge. Successful videos were integrated into its overall creative strategy for "Gold Fish Casino," alongside the publisher's in-house productions.

Notably, SciPlay discovered that successful creatives typically start with an engaging human hook, followed by compelling gameplay footage. Armed with these insights, the brand crafted subsequent batches of creatives, ensuring each video started with an attention-grabbing hook.

The Results

Attaining cost-effective performance and exceeding predictions

Through rigorous testing and analysis, SciPlay identified an effective creative formula. The TikTok Creative Challenge videos delivered a 150% increase in click-through rate in the ROAS campaign and an impressive 60% decrease in cost per install during the test campaign. In subsequent ROAS-dedicated campaigns, the impact continued, yielding a 40% decrease in cost per depositor or cost per unique purchase.

These results were compared to SciPlay's previous activities using in-house creatives, highlighting TTCC's success across both upper funnel metrics (CTR and CPI) and lower funnel metrics (CPD).

The brand increased ROAS on iOS by approximately 25% week over week. This success led SciPlay to make TTCC a pivotal aspect of its creative strategy.

Building on these positive outcomes, SciPlay optimized its TTCC brief and integrated the TTCC creatives into its general creative testing campaign and later ROAS campaigns. Notably, the amount of creative testing increased by over 50% compared to the pre-TTCC period, reflecting the substantial impact of this new approach.

As testified by SciPlay themselves “TTCC allows us to be closer to the real TikTok's creators mindset, and quickly leverage current trends, making the creative process simpler and quicker”. Roie Goldman, SciPlay, UA manager