Helping Flaregames acquire new customers using app event optimization on TikTok Ads Manager.

The Objective

Flaregames is an award-winning mobile games publisher based in Berlin, Germany. To help boost the profile of their latest title – Zombie Gunship Survival – they decided to launch an enticing ad campaign through TikTok.

The Solution

Flaregames chose to promote their latest game using one of TikTok’s most effective awareness building tools – In-Feed Auctions Ads. By allowing you to control the costs of your campaign through TikTok Ads Manager, In-Feed Auction Ads can reach the right audiences for the most efficient spend. All you have to do is set your targets, then let the platform’s sophisticated algorithm find the best way to reach the campaign’s goal. Key to Flaregames campaign success was AEO (app event optimisation), which allowed them to bid beyond install and focus on optimising directly for in app purchase event, significantly increasing the overall quality of the traffic generated.

Through a highly engaging video featuring real clips of gameplay, Flaregames’s Zombie Gunship Survival ad allowed users an exciting glimpse of the action-packed title directly in their For You feeds. 

The Results 

Wolfgang Peters from Flaregames said “In the US we acquired 32k users for our mobile game Zombie Gunship Survival during mid of July until mid of September 2020, using app install optimization and app event (purchase) optimization in parallel. Although CPIs were 9% higher on the AEO campaigns, the RPI (revenue per install) was 22% higher, the payer conversion rate increased by 17%, leading to an uplift in ROAS on the first day of 15% and higher overall profitability.”

Products Used
TikTok For Business


The leading destination for short-form mobile video.

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TikTok For Business

In-Feed Ads

Integrate video content into users' "For You" feed.

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