AppQuantum

The objective

Promote new LiveOps events on TikTok to drive engagement and revenue

AppQuantum is a global mobile free-to-play game publisher, empowering developers to focus on creating the games they love. By collaborating with developers worldwide, AppQuantum amplifies the success of promising titles, maximizing revenue and transforming projects into international hits.

One such success story is Idle Outpost, an idle simulation game with RPG elements set in a post-apocalyptic world. Players begin with a small scrapyard outpost in the desert and work to expand it into a thriving trading empire. After six months of leveraging TikTok’s expansive reach and vibrant gaming community to acquire users, AppQuantum recognized the platform's potential to promote Idle Outpost’s LiveOps event. It introduced new themed locations and limited-time events (LTEs) designed to deepen user engagement and unlock additional revenue streams.

To achieve these objectives, AppQuantum made TikTok a core focus during the LiveOps event, aiming to scale the game's user base and generate revenue.

The solution

Leveraging TikTok's tailored LiveOps program, advanced tools, and GEO diversification for performance and scale

TikTok was selected as a priority channel to support Idle Outpost in achieving its user acquisition (UA) goals during the LiveOps period. By leveraging TikTok’s LiveOps program, the campaign received tailored support to meet its specific needs. This began with a strategic launch review and a comprehensive account audit, aligning objectives and ensuring a seamless rollout. TikTok’s backend support and advanced measurement capabilities were critical in tracking user engagement. They enabled AppQuantum to monitor performance and make real-time adjustments to optimize outcomes.

Recognizing the distinct requirements of iOS and Android, TikTok employed a platform-specific approach.

For iOS, the campaign utilized TikTok’s Self-Attributing Network (SAN) and Engaged View to drive user engagement and optimize conversions. Advanced tools like Advanced Dedicated Campaigns (ADC) and App Event Optimization (AEO) ensured compliance with Apple’s privacy requirements while enhancing performance. ADC improved campaign efficiency by offering advanced reporting and real-time updates through SKAN 4.0.

TikTok also provided strategic guidance on budget allocation for ADC and AEO, helping the campaign scale effectively without compromising performance. TikTok recommended GEO diversification through GEO bundling for both iOS and Android to expand reach and increase volume. This approach extended the campaign’s reach across multiple regions, allowing increased budget allocation to high-performing locations through systematic testing.

The campaign identified and successfully transitioned three GEO bundle segments — Mono GEO, Tier 1, and Tier 2 — from the research and development phases to full-scale traffic acquisition channels. This geographic diversification unlocked scalable growth opportunities, expanding the campaign beyond the U.S.

On the creative side, the campaign utilized a combination of in-house creatives showcasing gameplay and content from the TikTok Creator Challenge (TTCC, available on TikTok One). This diverse creative mix enabled scalability while maintaining high engagement and relevance across regions.

The results

Amplified user acquisition and revenue growth

The campaign delivered exceptional results. A 4X improvement in cost efficiency enabled a substantial scaling of investments on TikTok while maintaining critical performance metrics. User acquisition efforts resulted in a 3X increase in installs and a 35% growth in the install rate (i.e. the ratio of the number of installations to the number of clicks), effectively attracting new players.

Retention metrics remained stable despite the increased scale, reflecting the campaign’s success in maintaining engagement quality. Introducing limited-time events (LTEs) without requiring additional game builds enhanced user retention and optimized the player experience.

A balanced traffic distribution was achieved with a 50/50 split across iOS and Android, reflecting significant growth in Android’s share of wallet and a broadening reach. Advanced data connections strengthened ad performance by enabling reliable, actionable insights. This included backend support and precise measurement tools that allowed real-time adjustments for maximum impact.

Additionally, a 9% increase in average revenue per user (ARPU) highlighted stronger monetization and improved user value. Enhanced views, clicks, and interactions demonstrated the campaign's success in driving engagement.

By integrating robust data connections, strategic targeting, and creative diversity, the campaign achieved scalable growth and set a new benchmark for success on TikTok.