Overviews:
Rapid user drop-off after initial engagement made sustained growth challenging in the hyper-casual gaming landscape.
The cost of user acquisition was rising, outpacing the lifetime value of the users being acquired, making profitability increasingly difficult.
How Unico Studios Boosted DAU by 150% in Hyper-Casual Gaming
About Unico Studios
Unico Studios is a leading developer known for creating engaging and innovative mobile games like the viral “Brain Test” series. Their games are designed to be enjoyable and challenging, appealing to a wide audience. With nearly 1 billion downloads, Unico Studios continues to expand its presence in the gaming industry.
Visit Unico Studios for more details.
Introduction
Despite their success, Unico Studios faced the challenge of maintaining growth in a competitive market where hyper-casual games often struggle with user retention and return on ad spend (ROAS). Recognizing the need for a new approach, Unico Studios partnered with TyrAds to revitalize their marketing efforts and reduce user churn.
Challenges
Unico Studios encountered several obstacles:
1. Unrealistic Expectations
Previous channels promised high KPIs but failed to deliver, leading to unmet goals.
2. User Inventory Issues
Targeting the right audience proved difficult, resulting in lower engagement and retention.
3. Channel Misalignment
Misaligned channel partners led to poor campaign performance and inefficient resource use.
TyrAds' Strategic Solution
TyrAds implemented several strategies to address these challenges:
1. Collaborative Campaign Launch
Partnered with Unico Studios to create campaigns that leveraged both parties’ strengths, improving overall performance.
2. User Inventory Optimization
Focused on targeting the right audience by selecting channels that aligned with Unico Studios’ player base, enhancing engagement and retention.
3. Strategic Use of Rewarded Channels
Prioritized high-quality user acquisition through rewarded channels, boosting conversion rates and long-term retention.
Results
The collaboration yielded impressive results, including:
- KPI Success: Achieved D7 ROAS consistently over 100%.
- Title-Specific Success:
- Woody Sort: 110% ROAS on D30 and 1% retention on D90.
- X2N: 95% ROAS on D1, surpassing 100% by D2, with 2% retention on D45.
- Fraud Mitigation: Reduced fraud concerns and improved the quality of acquired users.
Takeways
The strategic partnership between Unico Studios and TyrAds led to significant improvements in ROAS, user retention, and overall campaign performance. In the fiercely competitive hyper-casual gaming market, effective user acquisition strategies are essential for maintaining growth. TyrAds provided the innovative solutions needed to overcome these challenges, driving engagement and profitability for Unico Studios.
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