“Optimizing gaming campaigns needs a multi-faceted approach. At the core is the power of advanced algorithms. These smart tools handle campaign delivery, find the best ad placements, and keep refining bids and budgets to boost ROAS.

Plus, optimizing for key events in the user acquisition funnel is crucial. By focusing on events like tutorial completion, first purchase, or reaching specific in-game milestones, marketers can refine targeting, adjust bids, and optimize creative strategies to make the best of user engagement and retention, driving higher ROAS.

Creative strategies are key too. Engaging and authentic creatives are crucial for capturing the attention of discerning gamers. This requires understanding their preferences and tailoring messages and formats accordingly.

And finally, optimizing supply sources is a must. Selecting high-quality inventory from various games ensures that campaigns reach the right audience and are delivered in a brand-safe and viewable environment.”

“The right dashboards and tools are essential for gaming campaign analysis. They’re like our eyes and ears, clearly showing what’s happening with our campaigns. This helps us to make informed decisions quickly and improve our results.

When it comes to performance analysis, retention is king. We need to know how long players stick around. Dashboards can show how many players return to the game day after day, week after week. We can see which campaigns are bringing in players who are most likely to stick around and which are just bringing in a quick influx of players who disappear. This helps us focus our efforts on campaigns that deliver long-term value.

Creative analysis is equally important. We need to know which ads grab players’ attention and keep them engaged. Dashboards can help us track things like click-through rates, conversion rates, and how long players play after seeing a specific ad. We can even see how different types of ads perform in different parts of the game. This helps us create ads that are not only eye-catching but also effective in driving player retention and long-term success.”

“Standing out in the crowded mobile gaming world takes unique and engaging creatives. At Smadex, we go beyond just clicks and installs. Our advanced insights dig into user behavior, analyzing how players interact with your ads and how that translates to in-app actions. We label and categorize creatives, so we can dive deeper and spot top performers and elements we can iterate. Furthermore, we give you the chance to experiment with innovative formats like playable ads and interactive experiences, giving your campaigns a competitive edge.”

“One successful campaign was with a client struggling with their playable ad performance. While initial results showed promising install rates, player retention was lower than expected

By working closely with the DSP and the gaming studio, we took a deep dive into player interactions within the playable. We observed that many players were dropping off early, probably because the beginning was too hard.

To fix this, we made some changes to the playable design. We adjusted the difficulty curve to make the initial stages more accessible and engaging. These changes resulted in a significant increase in install-per-thousand-impressions (IPM) while maintaining a similar retention rate, demonstrating the power of close collaboration and data-driven iteration in optimizing playable ad performance.”

“My number one tip is to integrate marketing and user acquisition (UA) considerations into the entire app development lifecycle. Too often, app development focuses only on game mechanics and features, with marketing and UA as an afterthought.

However, the most successful gaming apps are built with the player in mind from the start. From the very beginning, developers should think about how the game will be marketed, what the key value proposition is for players, and how to effectively acquire and retain a loyal audience.

By getting marketing and UA teams involved early, developers can ensure that the game is designed with player acquisition and retention in mind. This can involve incorporating marketing hooks into the gameplay, designing clear and compelling onboarding experiences, and ensuring that the game’s core loop is engaging and rewarding for players.

Ultimately, a customer-centric approach with a clear and easily understandable value proposition is crucial for any gaming app’s success.”