The Objective
Delivering high quality traffic
Founded in 2007, Product Madness is one of the world's largest mobile game studios and a top-grossing leader in social casino mobile games, with popular titles such as "Heart of Vegas," "Cashman Casino," "Lightning Link" and "FaFaFa Gold." In light of the challenges iOS14 brought to the industry, the company sought to find a new partner to help them drive quality traffic that delivers strong return on ad spend. Product Madness felt TikTok was the perfect place to achieve those goals for multiple reasons:
- iOS 14 capability - TikTok delivers strong ROAS on iOS 14 campaigns.
- Diversification - TikTok offers a new stream of inventory to support scale alongside performance.
- Speed - TikTok is growing rapidly and Product Madness recognised the opportunity to grab market share early and dominate the space
- TikTok's gaming prowess - Product Madness believed in TikTok's ability to deliver based on its strong presence in the gaming vertical.
The Solution
Adopting a twin-pronged approach to fuel rapid growth
In the short term, Product Madness chose to promote its top three titles using auction In-Feed Ads. TikTok Ads Manager gave Product Madness full control on targeting options and bid adjustments allowing them to hit the right audiences for the most efficient spend. Crucially, the brand adapted its creative to the TikTok look and feel in order to be more native in accordance with the platform's best practices. In order to see which ads worked the best, they set up a clear testing method using Android campaigns.
Product Madness used TikTok Ads Manager to set-up and run its own biddable ad campaigns for "Heart of Vegas" and "Cashman Casino," with the main focus of converting installs into depositing users. The ad creative featured an enthralling glimpse of real gameplay and a strong call to action, driving users towards the app.
In the long term, Product Madness went "all in" with TikTok products, and pioneered a new product - the App Profile Page - An innovative solution designated to overcome iOS 14 obstacles. App Profile Page is designed to offer users an enriching experience with relevant app info, and for clients to drive better conversions under iOS 14 through collecting more onsite signals. Working closely with the product team and joining the Alpha tests, they were able to launch new types of campaigns throughout the year. Using these strategies to fuel rapid growth has led to TikTok being the No. 1 channel for iOS14 activity.
The Results
Product Madness goes MAD: 50% decrease in CPI
Product Madness' innovative approach along with its willingness to take risks paid off in a big way. In six months of activity their re-download rate was halved, and they saw a depositors rate 4X better than expected. Bucking the trend, while much of the industry has shied away from expenditure on iOS 14 since its release in May 2021 - over half Product Madness' total spend was dedicated solely to these campaigns. Now that's what we call hitting the jackpot.
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