Pixelvoid Games Ltd

The Objective

Maximizing user acquisition and revenue growth on a global scale

Pixelvoid Games Ltd developed Skins Clothes Maker for Roblox, a mobile app that allows users to create custom skins for their Roblox avatars. After making a significant update to the app, which introduced new features, skins, and characters, the publisher aimed to use this update to attract more users, particularly paying ones, and enhance overall app performance.

Pixelvoid Games Ltd identified TikTok as the ideal platform for their marketing efforts. With a massive and highly engaged Roblox community on TikTok—17.8 million followers and over 75 million posts under the #Roblox hashtag—the platform offered a perfect opportunity to reach their target audience.

Their goal for TikTok was to drive app awareness, increase downloads, and boost free trials, focusing on new and existing markets. By leveraging TikTok’s community, Pixelvoid Games Ltd sought to maximize the impact of the app update, scale globally, and significantly grow their user base and revenue, especially during their Live Ops campaign.

The Solution

Implementing a performance, optimization, and creative strategy to drive global expansion

Pixelvoid Games Ltd sought to expand the user base of Skins Clothes Maker for Roblox by increasing app installs, driving free trials, and growing their paying user base, particularly in new markets. The primary goal was to unlock market potential while maintaining a solid return on advertising spend (ROAS).

To support the live ops, Pixelvoid Games Ltd leveraged TikTok's LiveOps program, benefiting from backend support and creative guidance to maximize impact and reach. A large-scale global launch was executed, backed by a media plan and product roadmap developed with TikTok.

The campaign followed a staged approach with Mobile App Install (MAI), App Event Optimization (AEO), and Advanced Dedicated Campaigns (ADC). This allowed several countries to transition from “test” to “business-as-usual” (BAU) status as market potential was realized.

1. Initial Phase (SKAN MAI Campaigns): Focused on launching mobile app install (SKAN MAI) campaigns in new regions, driving initial conversions. Funnel tracking data was used to refine the algorithm based on user engagement, optimizing future performance.

2. Optimization Phase (SKAN AEO and ADC Campaigns): Introduced SKAN AEO to drive purchase conversions by targeting users likely to subscribe. In the US, ADC drove in-app purchases and subscriptions with solid results.

With ADC, publishers can enhance their iOS campaign performance by leveraging real-time signals and expanding reporting capabilities through SKAN 4.0. This enhancement aims to strengthen the delivery model, providing advanced reporting and real-time updates to improve the advertisers' experience on iOS.

Pixelvoid Games Ltd also leveraged TikTok's creative solutions to enhance the quantity and quality of their assets, significantly boosting the campaign's overall impact.

TikTok’s Creative Challenge (TTCC, now part of TikTok One) enabled them to source content from a wide range of creators. TikTok Creator Exchange (TTCX, now part of TikTok One) connected the publisher with diverse partners to produce high-quality content in multiple languages, effectively scaling to global markets.

TTCX creatives were meticulously prepared before the campaign launch, ensuring a seamless rollout. In contrast, TTCC creatives were produced dynamically during the campaign, allowing the team to refine the creative briefs based on real-time performance insights. Meanwhile, in-house creatives focused on featuring standard gameplay. This strategic diversity in creative production not only prevented creative fatigue but also significantly enhanced the campaign's overall performance.

TikTok's in-depth creative support ensured the content stayed relevant and impactful, optimizing performance throughout the campaign. The custom creative packages developed before the launch provided fresh, high-performing assets that were crucial in driving engagement and conversions.

The Results

Achieving exceptional growth and global reach

By executing this multi-stage strategy, Pixelvoid Games Ltd successfully expanded into new markets, scaled existing ones, and significantly grew the app’s user base, surpassing internal targets and achieving an impressive return on ad spend (ROAS).

The campaign led to an 800% increase in global scale, all while maintaining stable cost-per-install (CPI) and improving overall performance metrics. The strategy diversified geographic targeting and resulted in a remarkable 236% month-over-month growth in installs and a 4X increase in daily revenue retention (DRR), all achieved with consistent CPA and CPI.

The campaign generated 204 million views, and drove nearly 7x more purchases and a 15% increase in click-through rate (CTR) compared to the previous period. This comprehensive approach supported by the LiveOps program allowed Pixelvoid Games Ltd to unlock new markets, scale globally, and drive significant user acquisition.

The creative approach was so successful that Pixelvoid Games Ltd implemented the same approach for other titles.