Gryphon Games
Leveling up Planet Crusher with autoselected and autorefreshed creatives to drive global growth
The objective
Boosting global installs
Gryphon Games is a developer known for creating engaging, fast-paced arcade games. Its latest title, Planet Crusher, combines dynamic visuals with action-packed gameplay to captivate players worldwide.
From October 23 to November 5, 2025, Gryphon Games aimed to boost Planet Crusher's global installs, increase purchase conversions, and maximize return on ad spend (ROAS) while minimizing creative fatigue.
The solution
Autorefreshing creator content with Creative for Smart+
For this campaign, Gryphon Games leveraged Creative for Smart+, a new automation feature for Smart+ that enables brands to partner with creators and optimize ad delivery in real-time.
The campaign targeted multiple objectives, including value-based ROAS, purchase optimization, and mobile app installs. Creative for Smart+ automatically tested a variety of creative concepts from TikTok creators, and dynamically allocated traffic to the best-performing videos.
The sourcing, ranking, and refreshing of creator content were all automated through Creative for Smart+, enabling Gryphon Games to efficiently connect with diverse user segments worldwide.
The results
Creative supply and performance at scale
Creative for Smart+ allowed Gryphon Games to scale its creative pipeline, ensuring the delivery engine always had winning assets to optimize toward. This reduced fatigue and helped the advertiser achieve improved results across markets, including 2.1x higher return on ad spend (ROAS), 2.1x higher click-through rate (CTR), and a large number of app installs worldwide.
By harnessing autorefreshed creatives, Gryphon Games scaled its campaign quickly and efficiently, surpassing performance goals while maintaining creative freshness. The intelligent creative delivery and creator partnerships unlocked new growth opportunities for Planet Crusher on a global scale.
Creative for Smart+ increased our creative output with unique ideas that connected with different user types, improving our efficiency and allowing us to scale more quickly while surpassing our ROAS targets.