Funtap

The objective

Leveraging TikTok to achieve better purchase ROAS

Funtap is a Vietnam-based mobile game studio that specializes in epic strategy and role-playing games that keep players engaged for hours on end. One of its biggest hits in the summer of 2023 is Ever Song: Cổ Tích Nổi Loạn, MMORPG game with a very unique fairy tale fantasy world setting.

In May 2023, Funtap turned to TikTok to attract more users to play and spend on the game. Funtap's goal was to achieve a better return on ad spend (ROAS) for in-app purchases and lower cost per purchase. Funtap knew that TikTok is a popular app among its target high spending audience, so the game studio wanted to see if it could leverage TikTok to reach more high value gamers and raise excitement for the game.

The solution

Improving performance with App Event Optimization and High Spending Power targeting

Funtap ran Android App Event Optimization campaign optimizing towards Purchase and leveraged High Spending Power targeting. This targeting option uses historical purchase data from gaming apps to define audiences who have high spending behavior specific to mobile games with greater precision. As a result, the audience will be more likely to take in-app actions for purchases, thereby resulting in efficient campaign performance such as lower Cost per Purchase and higher ROAS.

The results

Achieving lower Cost per Purchase with High Spending Power targeting

Funtap's High Spending Power campaign was a huge success. The game studio saw a 12% decrease in Cost per Purchase, and 13% increase in the number of unique purchase events. This demonstrates Funtap was able to get more people playing and spending in Ever Song: Cổ Tích Nổi Loạn, all while spending the advertising budget more efficiently. Overall, the campaign had a 12 times higher purchase ROAS, compared to the App Event Optimization Purchase ad group that ran during the same time period with similar daily budget, using broad targeting.