clash of kings strikes quality acquisitionelex technology is a world leader in interactive...
TRANSCRIPT
Case Study
CLASH OF KINGS STRIKES QUALITY
ACQUISITION in China-Based Mobile Campaigns From Taptica
Elex Technology is a world leader in interactive entertainment and Internet services, reaching more than 50 million users worldwide. Their hit app, Clash of Kings, is a real-time multiplayer strategy game that allows users to build their own fantasy kingdoms and battle armies from around the world to become the most powerful heroes in the land.
Elex teamed up with their mobile partners at Taptica to vastly scale their loyal user base in China. Together, they launched national mobile install campaigns with a focus on several key retention goals to ensure the highest quality acquisition and greatest possible ROI.
THE TAPTICA APPROACHTaptica’s mobile team launched large-scale iOS install campaigns across China, tracking both day 1 and day 3 retention rates as well as ROI, in order to help the developer reach their scale and quality goals nationwide.
THE CHALLENGE
Scaling our presence in China, we initially weren’t sure what to expect from such a tightly focused single-market campaign. Needless to say, we were thrilled to see such a high influx of downloads, particularly from users who
are consistently outperforming our top quality benchmarks.
– Tong Xi, Business Development Manager at Elex
The campaigns utilized in-app banner and video ads to reach relevant users through similar apps and app genres. On this premise, account managers were able to optimize their initiatives based on in-depth testing and analysis of real-time channel, ad type, and creative performance.
Throughout this process, Taptica’s programmatic ad tech proved vital in the team’s ability to analyze and optimize campaign performance for Elex’s most valuable user bases nationally. This allowed them to strategically manage and assess their campaign performance, reallocate budgets, and continuously refocus e�orts to tap into the scale and quality that the developer sought.
RESULTSTaptica’s mobile install campaigns drove massive volume and supremely high quality acquisition for Elex’s Chinese expansion initiatives. As a result of their campaigns, Elex saw thousands of new installs every week, with acquired user quality surpassing their target benchmarks by up to 12%.
Chinese iOS traffic proved to be extremely high quality, generating:
Thousands ofweekly installs
Day 1 retention rates up to 12% above the developer’s goals
ROI up to 170%
above target