SciPlay

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.