Funtap

The objective

Leveraging TikTok to achieve better purchase ROAS

Funtap is a Vietnam-based mobile game studio that specializes in epic strategy and role-playing games that keep players engaged for hours on end. One of its biggest hits is Thien Kiem Chi Van, a game that lets the player be the hero and save the day. In December 2022, Funtap wanted to get more people playing and spending money in the game, so it turned to TikTok.

Funtap's goal was to achieve a better return on ad spend (ROAS) for in-app purchases, and lower cost per purchase. The game studio knew that TikTok was a popular app among its target audience, so it wanted to see if it could use TikTok to reach more gamers and get them excited about the game.

The Solution

Improving performance with eye-catching creatives

Funtap got to work on a Multi Conversion for App Event Optimization campaign on TikTok. This allowed it to target mobile gamers in Vietnam who were more likely to make in-app purchases, and then track how many purchases were made within a certain time frame. The brand also used Campaign Budget Optimization and Lowest Cost Bidding to ensure it was getting the highest value for its ad spend.

To catch people's attention, Funtap made some eye-catching creatives that highlighted the game's awesome features and reviews. The brand also included strong calls-to-action to encourage people to download the game and start playing right away.

The Results

Impressive results with TikTok's Multi Conversion for App Event Optimization

Funtap's Multi Conversion for App Event Optimization campaign was a huge success. The game studio saw a 93% lower cost per acquisition (purchase), and 58 times higher purchase ROAS. That means Funtap was able to get more people playing and spending in Thien Kiem Chi Van, all while using its advertising budget more efficiently. Overall, the campaign had a 58% purchase ROAS, compared with another App-Event Optimization Purchase campaign during the same period with a similar daily budget.