SciPlay

Driving higher ROAS and lasting profitability for Jackpot Party with TikTok’s Smart+ AEO

+26 %

ROAS D7

+46 %

ROAS D30

-27 %

CPA

The objective

Maximizing high-value user acquisition and ROAS growth

SciPlay, a leading free-to-play mobile gaming company, focuses on attracting high-value players and maximizing revenue efficiency. SciPlay continuously seeks new strategies to optimize campaign performance, improve ROAS, and ensure sustainable profitability.

Its top - ranked social casino game, Jackpot Party, follows the same approach, relying on in-app purchases (IAP) to drive long-term growth.

SciPlay aimed to do the same for this title on TikTok, leveraging the platform to attract high-quality players.

The solution

Enhancing user acquisition with Smart+ AEO

Historically, SciPlay focused on optimizing lower-funnel events, primarily running Value Optimization (VO) campaigns to target players making IAP.

Seeking new growth opportunities, they launched TikTok’s AI-powered Smart+ AEO campaign, designed to enhance user acquisition and maximize returns. Smart+ uses AI-driven optimization to dynamically deliver ads while prioritizing top-performing creatives in real time.

SciPlay implemented Smart+ AEO Purchase Optimization, specifically aimed at driving in-app purchases while maintaining ad efficiency and scalability. With a minimum of six creatives in rotation, the system continuously tested and adjusted placements, enabling SciPlay to attract and retain more high-value players at scale.

The Results

Significant ROAS growth and lasting impact

The implementation of Smart+ AEO drove substantial performance improvements, proving its effectiveness in attracting and converting high-value users. The campaign achieved a +26% uplift in Day 7 ROAS, demonstrating immediate impact, while Day 30 ROAS increased by +46%, reinforcing its long-term value.

In addition to ROAS growth, the campaign also delivered a 27% reduction in CPA and a 14% increase in CVR for purchases, further highlighting the efficiency of Smart+ implementation in driving cost-effective user acquisition.

Building on these strong results, SciPlay expanded Smart+ to additional titles, leveraging its success to further refine user acquisition on TikTok.

Limited Period Offer: Spend $100, Get $100 | Spend $500, Get $500 | Spend $1500, Get $1500 + 1-to-1 Expert Support

Terms & Conditions:

To activate this offer, launch your TikTok ad campaign and spend according to the above mentioned tiers within 30 days from registration. Based on your advertising spend, only one of the offer tiers will be applied to your account and you can not use the free credits to avail the next tier.
New registered advertisers are eligible for the offer if they fulfill the following criteria:

The registered advertisers have a self-serve SMB account
The new advertising account is not an Agency/Business Center created account or a TikTok Shop account
Only one new advertising account under one new TikTok For Business account is eligible for this offer.
Multiple advertising accounts under one TikTok For Business account, or a TikTok For Business account with an existing active advertising account are not eligible for this offer.

Provided all eligibility checks are met, credit will be applied to your TikTok For Business account within 7 days - after you cross the highest spend threshold or after the spend accumulation period of 30 days.
If the advertising credit is not fully utilized, it shall automatically expire by 2023/12/31.
You can avail onboarding support after you setup your payment profile and get your account approved.
This offer is contingent upon the advertising account being in compliance with all TikTok advertising policies and general TikTok Coupon Terms.

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