Fast-growing mobile game utilizes Deep Learning to enhance effectiveness.

Bagelcode is a rapidly growing mobile game company. Since 2012, they have developed and published titles with a mission to provide fun around the world while experiencing business growth.

Their major games—including Club Vegas Slots, Cash Billionaire Slots, and Jackpot Madness Slots—are played by over 50 million users worldwide. Club Vegas Slots has ranked among the 100 top-grossing games on Google Play US. The company is now developing various casual games with domestic and global studios in order to diversify its genre portfolio.

Club Vegas Slots had been running a retargeting campaign with RTB House for more than a year. In line with the client’s marketing strategy, our algorithms were tied to existing user segments. Over time, we saw that return on ad spend (ROAS) was satisfactory, but cost per reattribution could still be improved. Our challenge was to prove to Club Vegas Slots that our Deep Learning technology could automate segmentation to bring better results in all KPIs.

Prior to the change in approach, segmentation was based on users’ in-app behavior. The RTB House team suggested consolidating users into a single group. This simplified the approach and allowed our Deep Learning algorithm to autonomously target individuals from a larger user base.

Dynamic ad optimization calibrated ad content to each user in real time. Players saw more relevant retargeting ads with which they would be more likely to engage and convert their interest into meaningful in-app actions. Learning-powered bidder’s ability to process up to 2.5 K times more operations leading to purchase decisions than standard market solutions also further improved effectiveness.

Our extensive inventory and strategic partnerships with 100+ supply-side platforms (SSPs), as well as our ability to process up to 16 M auction queries per second, ensured broad coverage across all key regions.

Results from the new approach were fast. Measured against campaigns before the change, the streamlined segmentation and advanced targeting strategies led to an 86% reduction in the cost per re-attribution, significantly improving efficiency. The targeted approach not only brought users back to the app. It also encouraged in-game purchases, leading to an over 100% increase in revenue from retargeted users. The campaign also over-delivered on the critical Day-7 ROAS metric by 1.5x.

Seeing the results of these campaigns, Club Vegas Slots decided to expand its collaboration with RTB House to include efforts to reach iOS users. This opens up a potentially lucrative segment, further driving growth and engagement.