Driving profitable user acquisition for Socialpoint’s ever popular video game Dragon City

The Objective

Socialpoint  is a world-renowned game developer and publisher, specialised in mobile gaming. In partnership with  Miri Growth agency , the brand came to TikTok for a test and learn campaign, with the main objective being to acquire brand new users for Dragon City. 

The Solution

Together, Miri Growth and Socialpoint set up a number of In-Feed Ads using TikTok Ads Manager. Through numerous audience tests, taking learnings into their next steps, the brand also leveraged Value-Based Optimisation (VBO) as their bidding strategy. VBO aims to help advertisers find the audience who are most likely to make higher value conversions.

New creatives were continuously tested so that Socialpoint could pin-point the best performing videos. The creative showed Dragon City in action, with gamers playing, using text overlay and leaning into TikTok trends and sounds in order to keep the ads completely native to the platform. 

The Results

The Dragon City campaign proved to be a huge success for Socialpoint. The use of Value-Based Optimisation meant the campaign acquired over 6,900 brand new paying users which, when compared to previous campaigns, was a 1068% increase in first-time app buyers. Due to the use of VBO, the cost-per-action also dropped by 59% when compared against previous campaigns that didn’t utilise VBO, and the cost-per-install dropped by an impressive 65%.

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