Potato Play Achieves 31% MoM Growth in D7 ROAS with Targeted Reward Strategies
About Potato Games
Potato Play is a leading mobile game developer known for creating accessible, quick-to-play casual games. Their flagship titles, such as Merge Restaurant and Spookyville, appeal to a broad audience, ranging from 18 to 55 years old. Potato Play primarily generates revenue through in-app purchases and ad monetization.
Despite their success in attracting players, they faced challenges in maintaining a stable Return on Advertising Spend (ROAS), especially during Day 1 (D1) and Day 7 (D7). To overcome this hurdle, Potato Play partnered with TyrAds to optimize their user acquisition and improve retention rates.
Challenges
Before collaborating with TyrAds, Potato Play struggled to achieve stable ROAS metrics, especially over longer timeframes such as D7. The need to ensure growth in both short-term and long-term ROAS while expanding their user acquisition efforts was critical.
Key challenges included:
1. Fluctuating ROAS: Maintaining stable ROAS on both D1 and D7.
2. Balancing Scale with Retention: Expanding their user base without sacrificing the quality of engagement.
3. Monetization Efficiency: Ensuring that in-app purchases and ad revenue from acquired users met industry benchmarks.
TyrAds' Strategic Solution
To address these challenges, TyrAds implemented several targeted strategies:
1. Diverse Event Structures
TyrAds set up campaigns with multiple engagement levels to appeal to different types of players. Events were structured around specific time windows, incentivizing users to engage with in-game content at various stages. TyrAds also optimized rewards for in-game purchases and ad interactions, tailoring these based on the game’s monetization profile.
2. A/B Testing for Reward Optimization
Using A/B testing, TyrAds fine-tuned reward values to strike a balance between user engagement and profitability. This helped identify which event structures were most effective in driving both revenue and retention.
3. Anti-Fraud Measures
TyrAds integrated a suite of anti-fraud tools, focusing on geo-targeting, carrier details, and device characteristics. These tools helped filter out fraudulent user behavior, ensuring that the marketing budget was spent on acquiring high-quality users.
4. Creative Updates for Major Festivals
Regular creative updates, especially around major holidays and festivals, boosted the conversion rates by leveraging the festive spirit. These holiday-themed creatives resonated with players, leading to increased engagement during critical periods.
Results Achieved
TyrAds’ collaboration with Potato Play delivered outstanding results:
1. 31% Increase in D7 ROAS for Android Offers
Potato Play saw a consistent MoM increase of 31% in D7 ROAS for Android users over the past two months.
2. 20% Increase in D7 ROAS for iOS Offers
On iOS platforms, Potato Play experienced a 20% MoM increase in D7 ROAS, significantly surpassing their previous benchmarks.
3. Consistent D1 and D7 Performance
Over the last two months, TyrAds successfully maintained D1 and D7 ROAS performance above Potato Play’s target KPIs, ensuring a steady stream of high-quality users.
Takeaways
The key takeaway from this collaboration is that event diversity and reward optimization, combined with anti-fraud measures, are essential in maximizing ROAS in casual mobile games. By continuously adjusting their strategies based on real-time analytics, TyrAds successfully boosted both short-term and long-term performance for Potato Play.
Future Opportunities
Given the success of this campaign, Potato Play is eager to expand their partnership with TyrAds. Future opportunities include launching new game titles with flexible budgets and exploring global reach with TyrAds’ SDK integration for optimized monetization.
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