Gaminho

The objective

Gaining higher ROAS and high-quality paying audience

Gaminho is a mobile gaming company dedicated to making mobile sports games. The game developer partnered with TikTok to promote Idle Five, an easy-to-play game that lets players set up and manage their own basketball team. By competing in tournaments, gamers earn virtual currency that they invest in the development of their team.

The app employs a hybrid monetization model (ad and in-app purchase revenue), where users can purchase VIP Packs with a variety of unique content (coins, boosters, bonuses and customization items) to progress in the game faster.

Gaminho's primary marketing goal was to achieve higher return on ad spend by consistently targeting high-quality paying users. They turned to TikTok, recognizing its potential as a platform with a fresh and deeply engaged gaming audience.

The Solution

Precise targeting and tailored creatives

With the primary goal of achieving a higher ROAS, the campaign aimed to efficiently expand the game's audience, focusing on increasing the number of paying users. Gaminho adopted a full-funnel campaign strategy, beginning with broad targeting and gradually honing in on paying users as the campaign progressed.

The first step involved launching a Mobile App Installs campaign, which served a dual purpose: to acquire valuable insights and identify the most effective creatives. To accumulate essential knowledge for global implementation, the campaign initially targeted users in Indonesia due to its active gaming community and lower cost per install compared to the US and Western European markets.

Moving to the second phase, and after identifying several high-performing creatives, the campaign transitioned to App Event Optimization. This shift aimed to unlock the threshold for Value Optimization In-App Purchase, a feature designed to assist advertisers in locating high-quality audiences likely to generate increased value per purchase. Both optimization types yielded successful outcomes across both operating systems.

In pursuit of improved efficiency, Gaminho also utilized other offerings from TikTok's suite, including the App Profile Page. This feature provides a swift-loading instant page experience, enhancing the delivery performance of iOS 14 Dedicated Campaigns by serving as a link between TikTok and the App Store.

Recognizing the pivotal role of creativity on TikTok, Gaminho crafted specialized creatives tailored for the platform. After finalizing its TikTok placement strategy, Gaminho expanded its presence with these dedicated creatives.

As the campaign unfolded, the game developer introduced a TikTok Creative Challenge, enabling it to broaden its array of creatives as TikTok creators presented the game's narrative from varying perspectives.

Throughout the scaling phase, Gaminho consistently produced creatives, continually honing its approach through iterative methods to pinpoint and apply the most impactful strategies on each occasion.

The Results

Attaining cost-effective performance

Gaminho successfully achieved a 100% increase in spend for its game portfolio in 6 months. Gaminho also scaled Idle Five on iOS using Value Optimization Campaigns, resulting in a 30% reduction in CPI, as well as a 20% decrease in CPP and a 50% increase in ROAS.

The TTCC initiative also demonstrated exceptional effectiveness, with TTCC creatives now constituting over 70% of total campaign expenditure.

This successful strategy is now being employed across all of its titles promoted on the platform, such as Idle Eleven Tycoon or Top Seed Tennis Manager.