Success stories

Jagex

Winning the RPG audience for Old School RuneScape with TikTok's Smart+

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11 %
CPI decrease
177 %
D7 ROAS increase
22 %
CVR increase
The Objective

Engaging hardcore RPG enthusiasts and driving conversions

Established in 2001, Jagex Limited is a prominent British video game developer and publisher best known for its iconic MMORPGs, RuneScape and Old School RuneScape, a retro revival of the 2007 classic. With over 300 million player accounts, Jagex focuses on creating "forever games" for PC, console, and mobile, featuring evolving gameplay and player-driven updates.


To grow its mobile audience, Jagex partnered with TikTok to attract hardcore RPG enthusiasts, focusing on acquiring high-quality paying users while optimizing campaign performance.


The Solution

Harnessing Smart+ for optimized performance

To achieve its goals, Jagex concentrated on optimizing cost-per-install (CPI) while driving higher return on ad spend (ROAS) and improving conversion rates through a combination of solutions. Jagex began with App Event Optimization (AEO) campaigns to target users likely to perform high-value actions within the app. This approach was complemented by Value-Based Optimization (VBO) to further refine user quality, ensuring a robust performance-driven campaign aligned with the team's objectives.


Building on this foundation, the team integrated TikTok's Smart+ solution, designed to enhance acquisition strategies through AI-driven targeting and optimization. Jagex leveraged Smart+ to optimize its creative strategy and audience targeting by re-testing underperforming creatives, streamlining its process, and connecting nostalgic and explanatory ads with the right audience.


The Smart+ campaigns featured gameplay-style videos showcasing in-game characters, player activities, and the dynamic experiences available within the game.




The results

Remarkable growth and a blueprint for future success

Transitioning to TikTok’s Smart+ solution allowed Jagex to achieve remarkable results, significantly reducing acquisition costs and improving campaign performance in Tier 1 markets. CPI dropped by 11% in the US and an impressive 52% across Tier 1 markets.


ROAS experienced substantial growth, with Day-7 ROAS increasing by 177% in the US and 60% in Tier 1 regions.Conversion rates also improved markedly, rising by 22% in the US and 18% in Tier 1 markets, while cost-per-purchase (CPP) decreased, further demonstrating the campaigns' efficiency.


These results highlight Jagex’s ability to effectively capitalize on TikTok’s unique platform capabilities to engage hardcore RPG enthusiasts.


By optimizing its user acquisition (UA) strategy, Jagex achieved its immediate goals and solidified TikTok as a cornerstone of its user acquisition efforts, proving TikTok's value as a primary channel for reaching and engaging the company's target audience.


Looking ahead, Jagex plans to implement the approach to continue scaling their existing portfolio.

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

Terms & Conditions:
  1. 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.
  2. New registered advertisers are eligible for the offer if they fulfill the following criteria:
    1. The registered advertisers have a self-serve SMB account
    2. The new advertising account is not an Agency/Business Center created account or a TikTok Shop account
    3. Only one new advertising account under one new TikTok For Business account is eligible for this offer.
    4. 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.
  3. 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.
  4. If the advertising credit is not fully utilized, it shall automatically expire by 2023/12/31.
  5. You can avail onboarding support after you setup your payment profile and get your account approved.
  6. 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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