Building a remarketing strategy for Tycoon Casino
How Triwin Games reached new heights through retargeting on Android
Triwin Games is an online casino games publisher headquartered in Shenzhen, China. The company was founded in 2018 and has since seen international success for its mobile games.
With over ten million users, retargeting has become one of the company’s most important marketing strategies for revenue growth. In 2020, Triwin Games partnered with us to run retargeting campaigns on Android for Tycoon Casino, which yielded great results.
The challenge
The mobile casino games category has been dominated by European and American publishers for a long time, leading to fierce competition in the space. Triwin Games previously benefited from user acquisition (UA) and personalized marketing activities that increased each user’s life-time value (LTV). However, the company struggled with obtaining a high Return on Ad Spend (ROAS) and needed support to develop an effective app retargeting strategy.
The changing mobile privacy landscape has sparked uncertainty within the app marketing industry and changed how advertisers allocate budgets for Android and iOS. Triwin Games decided to go full swing with retargeting their Android users for Tycoon Casino in North America, their title’s largest market. With our help, Triwin Games launched an Android-only retargeting campaign. This enabled them to gain revenue while navigating Apple’s Tracking Transparency (ATT) framework for their iOS marketing campaigns.
The strategy
To achieve a considerable ROAS with retargeting campaigns, we recommended grouping users based on their purchase history. We’ve found that mobile gamers who have purchased in the past are more likely to buy again and become loyal customers. With this in mind, our account management and operations teams segmented Tycoon Casino’s audience into the following groups:
- Inactive high-net-worth users
- Inactive low-net-worth
- Active non-paying and paying users
We targeted previous buyers with ads similar or relevant to their previous purchases. We also showed promotions based on their engagement history and created campaigns that encouraged non-payers to make their first in-game purchase.
Our creative services team collaborated with Triwin Games to design a range of compelling creatives for Tycoon Casino. We designed retargeting ads with time-limited game promotions to encourage users to interact with the app. The creative design provided a seamless in-app experience by reflecting the next steps of the user’s journey within the game. The smooth transition attracted users to return to the app to make another purchase.
The results
Through close cooperation between our client, account management, and advertising operations teams, we surpassed Triwin Game’s ROAS goal by 15%. The result of the retargeting campaign also had a positive impact on their game’s monthly active users (MAU).
Qin Wei, co-founder at Triwin Games, said: “Remerge has demonstrated a high degree of professionalism in every step, from the formulation to the execution of our remarketing strategies. They helped us reach and re-engage past-paying users and over-achieved our ROAS goals by more than 15%.”
He also talked about the importance of working with a DSP: “Working with programmatic advertising DSPs is an indispensable part of game marketing growth. I believe that with continuously increasing user acquisition costs, mobile games marketers should also explore multiple channels to effectively maximize their ROAS.”
« Working with programmatic advertising DSPs is an indispensable part of game marketing growth. I believe that with continuously increasing user acquisition costs, mobile marketers should also explore multiple channels to effectively maximize their ROAS »
QIN WEI, CO-FOUNDER, TRIWIN GAMES