DRAGON CITY

A SOCIAL POINT & ADIKTEEV COLLABORATION

Social Point is a world reference in mobile, action, social and strategy gaming, with mega-hits like Dragon City, Monster Legends, the new World Chef and Dragon Land, and an active fan base of more than 50 million players. Since 2017, Social Point has been a fully owned subsidiary of Take-Two Interactive Software, Inc.

The key objective was to achieve a +100% ROI within 7 days”

Launched in 2012, Dragon City is a very popular Role-Playing-Game with a strong user base. Social Point asked adikteev to set up a re-engagement campaign in order to target active users and increase the number of in-app transactions. Their key objective was to achieve a 100% ROI or more within 7 days.

STRATEGY

To re-engage the audience and push users down the funnel, we analyzed Dragon City’s data to create the best cohorts based on how people interact with the game:

  • Users that opened the app
  • Users that completed the tutorial
  • Users that updated the app
  • Users that viewed their cart
  • Users that purchased

We quickly identified opportunities to upsell users by targeting purchasers based on their level of “gems” (virtual currency). The more these users have spent in the past, the more we can re-engage them and push them to buy extra gems. We also proposed a much higher CPC than what Social Point was used to, to target the best inventory. Inspired from Social Point’s existing static ads, we developed a playable rich media ad to increase the campaign’s performance.

RESULTS

By retargeting users through the right cohorts with standard and interactive rich media ads directly in their app environment, adikteev was able to deliver a campaign with a 496% global 7-day ROI. Thanks to artificial intelligence algorithms based on users’ behavior, adikteev succeeded to daily adapt the strategy and boost performance with an ROI  increase of 98% between the beginning and the end of the campaign.

x7.5

CTR by ad

+133%

click to purchase

-57%

CPA

+380%

payers

UPLIFT PER PURCHASE

+386%

revenue

496%

7-day global ROI

Category
adikteev for Apps
Client
Social Point (Dragon City)
Objective
Set up a re-engagement campaign to target active users and increase the number of in-app transactions
Results
+133% click to purchase
TESTIMONIAL

``adikteev has been extremely creative, responsive and professional. The playable is looking great and the overall performance is remarkably high. For those reasons we decided to launch on-going retargeting campaigns for Dragon City and Monster Legends.``

Adelina Zgribut / Marketing manager @Social Point