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Mobile Game Performance Marketing

Woljeongsa K-Meditation International Project

 
BitMango is a leading global game publisher with expertise in launching over 50 games that attract a collective audience of over 2.7 million Daily Active Users. Notably, <Roll the Ball> boasts over 170 million downloads globally, and <Block! Hexa Puzzle> consistently ranks at the top of puzzle games in North America. The word game <Word Cookies> earned recognition as one of Apple’s most popular games and apps in 2017.
Work Scope Marketing Creative, ASO, Workflow Automization

Project Client Bitmango (link)

The Challenge
Improving campaign metrics and achieving specific events through video creatives.
(Responsible for 23 titles across 7 networks including Google Adwords, Facebook, Unity, Moloco, Vungle, Applovin, Ironsource)
Addressing performance decline resulting from prolonged overwhelming SOV (Share of  Voice) within the campaign, preventing the introduction of new creatives.
Resolving resource efficiency issues arising from the periodic manual optimisations of large material volumes on Google Adwords. 


The Outcome
Block Hexa Puzzle: IPM increased by 238%, CPI decreased by 79%. Adding advertising content into the game in reverse.
Brickout Shoot the Ball: IPM increased by 99%, CPI decreased by 61%. Expanded the primary user age group from 65+ to 25-44.
Analyzed top SOV creatives into various elements and conducted A/B testing targeting algorithms based on variation versions. Identified factors influencing creative exposure and improved performance metrics by mitigating extreme SOV concentration on one creative.
Collaborated with the Google Adwords Korea team to automate material optimisationsusing APIs and spreadsheets, enabling reallocation of resources to campaign management previously hindered.


How We Did
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