Mega Tower
Youloft Games is an international game developer, publisher and operator, focused on developing and publishing high-quality games. Mega Tower (@megatower_en) is a classic idle tower defense game with a sci-fi space theme.
Campaign objective
Youloft’s Mega Tower game has been running app installs campaigns since May 2022 on Android OS. For this campaign they wanted to test Twitter App Purchase Optimization (APO) to measure the effectiveness in terms of ROI.
It was also important for Youloft to measure in-app purchase events by the game users acquired during the campaign.
Audience
Youloft were keen to reach engaged gamers who would be likely to convert and spend on in-app purchases during gameplay. The target audience for this campaign was based across the United States and Brazil.
Product used
- Twitter App Purchase Optimization (APO)
- App installs campaign
Twitter has continuously been a crucial media partner of ours for acquiring high-value users. Specifically, the new product of APO further amplifies Twitter’s ability to reach ‘whale’ users. This is in accordance with our UA strategy for Mega Tower, whose revenue relies heavily on in-app purchase.
Boris Tang, UA Director of Mega Tower, Youloft Games
Results
For the period between August-September 2022, Mega Tower achieved:
on the US Twitter App Purchase Optimization (APO) campaign compared to the US install campaign ROI which didn't utilize APO.1
Gamers acquired from App Purchase Optimization (APO) campaign spent:
on in-game spending than users from non-APO Twitter campaigns.2
1AppsFlyer, as of September 15th, 2022
2i. ARPU of new US users from regular Twitter Ads campaigns in August 2022: $4.72; ROI=50%
2ii. ARPU of new US users from Twitter APO campaigns in August 2022: $12.90; ROI=75%
Keys to success
Focus on the right target audience
During the APO run, Youloft wanted to reach gamers that were likely to spend - people who are passionate and dedicated to the game.
Youloft used Twitter targeting and app campaign best practices to reach these people. Results showed that the gamers acquired from APO spent three times more on in-game spending than users from non-APO Twitter campaigns.3
Focus on video to drive results
Youloft followed the best practices for Twitter app installs campaigns by using a selection of videos to grab attention and encourage downloads. The Video Ads each had eye-catching colorful graphics and clearly showed what gamers could expect in-app. Ad copy was also short and focused on the competitive nature of the tower building game.
Utilize Twitter App Purchase Optimization
The performance that most app advertisers care about are not simply installs, but driving lower funnel actions such as purchases. App Purchase Optimization (APO) helps advertisers do exactly that.
App Purchase Optimization enables advertisers like Youloft to deliver ads to people most likely to install an app or make a purchase by using machine learning to identify audiences that are more likely to take an action. To learn more, or to start setting up a campaign get in touch.
3i. ARPU of new US users from regular Twitter Ads campaigns in August 2022: $4.72; ROI=50%
3ii. ARPU of new US users from Twitter APO campaigns in August 2022: $12.90; ROI=75%
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