Ilyon is an Israeli based game company founded in 2013 that develops casual mobile games. Their game portfolio - with Bubble Shooter™ as its first hit - has over 500 million installs across the app stores. For their recent game, Ilyon was looking to stand out from the competitive puzzle game genre.
Boris Leger, User Acquisition Manager at Ilyon, describes his team’s experience working with Playworks, ironSource’s in-house creative studio, to achieve both scale and quality users.
Generating quantity and quality
When we first launched our UA campaign for our new game, we weren’t hitting the benchmarks we wanted to - namely our IPM, which was below the benchmark for puzzle games.
We’ve used playables and interactive end cards (IECs) as our creatives in the past, but we weren’t finding it easy to scale our game, so we set a KPI to increase our playable ads’ IPM and installs while attracting high-quality users.
Testing new playables
Playworks suggested launching a new playable concept to help us reach our KPIs. First they researched industry trends and looked at previously tested creatives for this title and similar ones we were running. Then, we met with Playworks to discuss several directions and concepts to agree on the next steps.
"We applied the elements that worked from other playables and analyzed the in-ad data, resulting in further improvement in performance and helping us hit our KPIs."
- Boris Leger, User Acquisition Manager at Ilyon
When Playworks launched the playable, we saw immediate success with an increase in quality traffic and IPM - this encouraged us to continue working with Playworks. We applied the elements that worked from other playables and analyzed the in-ad data, resulting in further improvement in performance and helping us hit our KPIs.
Achieving an IPM increase of 25% while maintaining retention
The playable addressed our campaign’s initial issues of low quality and quantity. The boost in IPM by 25% and 136% increase in daily average installs indicated the playables succeeded in driving scale. Also, the playable drove higher-quality traffic that spent more time in our game and stabilized retention - noteworthy, considering more users were playing the game. Working with Playworks helped us achieve our goal of standing out in the puzzle category by optimizing creatives and iterating to drive scale and quality.
