Merge Camp, Securing High LTV users through Playio’s AI recommendation system
Client Overview
Highscore Games is making waves in the gaming industry with its innovative approach to hyper-casual game development, capturing the attention of gamers worldwide!
With hits like "Rocket Punch" (31M downloads), "Wall Crawler" (23M downloads), and "Webbi Boi" (20M downloads), Highscore Games has amassed a whopping 74 million downloads in 2023, captivating global users with its unique gameplay.
Introducing Merge Camp
Merge Camp is a merging genre game released by Highscore Games, depicting the story of cute characters on a tropical island. It has achieved a position among the top 10 grossing board genre games on the Google Play Store, receiving much love from its users.
Goals and Challenges
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Reach users with a high likelihood of playing Merging Camp for ROAS optimization
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Optimize retention for new users to be locked and hooked into the game
Innovative Solutions:
We teamed up with Highscore Games to develop campaigns tailored to meet marketing Key Performance Indicators (KPIs). The "Merge Camp" campaign aimed not only at acquiring new users but also prioritized securing high LTV users through optimized operations, thus improving performance.
1.
AI recommendation system for high-value user acquisition
We initiated the campaign by using our AI recommendation system, leveraging the rewards feature to analyze user playtime data and recommend games tailored to each user's preferences. With Merge Camp being a casual game, we prioritized users who recently played similar genres, enticing them with the Merge Camp Time Quest.
The Time Quest is an action-inducing quest that rewards users upon fulfilling daily playtime criteria. It is effective for retention optimization, so we optimized Merge Camp’s D14 retention by utilizing Time Quest.
2.
ROAS optimization through Postbacks
After inducing users to play the game through TimeQuest, we optimized the conversion rate of in-app events through a multi-tier reward system called “Hidden Quests” using postbacks. Hidden quests target installed users and provide rewards progressively with each level achieved, encouraging users to habitually progress through levels.
Furthermore, a separate payment quest was provided to encourage users to pay for in-app purchases. Through this quest, users receive immediate rewards upon making a payment, encouraging not only steady play but also becoming high LTV users.
Results
Thanks to Playo's campaign design for achieving our partner’s KPIs, Highscore Games successfully secured high LTV users. Both retention and ROAS showed excellent results with a remarkable ROAS of 121.82% and impressive retention rates (D1: 73.14%, D7: 71.48%).
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ROAS: 121.82%
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D1 Retention: 73.14%
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D7 Retention: 71.48%
Ready to Join in on the Excitement?
Contact us at sales@gna.company to learn how we can help you secure high-value users and maximize your ROI!