About our client
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, remarketing 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.
« 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
The Strategy
Finding the best remarketing strategy for Triwin Games
The online mobile casino games category has been heavily dominated by European and American publishers for a long time, leading to fierce competition in the space. Triwin Games found a niche by focusing on specific categories and providing rich in-game experiences.
In the past, Triwin Games benefited from user acquisition and personalized marketing activities that increased each user’s LTV. However, the company struggled with obtaining a high Return on Ad Spend (ROAS) and needed support with developing an effective remarketing strategy.
Moving fast in a post-IDFA world by retargeting on Android
The new privacy features brought about by Apple’s iOS 14+ have caused uncertainties within the app marketing space. These changes resulted in some advertisers reallocating their budget from iOS to Android to minimize any disruption in their remarketing efforts. To move fast, 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 which allowed them to gain revenue while they navigate around Apple’s Tracking Transparency (ATT) framework for their iOS marketing campaigns.
Serving personalized ads based on user groups
To achieve a considerable ROAS, we recommended tailoring the retargeting campaigns by grouping users based on their purchase history. Particularly in gaming, users 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 regrouped Tycoon Casino’s audience into several 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. They were also offered promotions based on their engagement history. We also created campaigns that encouraged non-payers to make their first in-game purchase.
Developing relevant creatives based on game promotions
Offering promotions via ads is a successful marketing tactic seen in different gaming categories in China. 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
55% ROAS
for Android Campaigns
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.”
The next steps
Optimizing on Android and growing on iOS
We will continue working with Triwin Games to further optimize their retargeting campaigns on Android. Additionally, we have launched a no-ID advertising campaign on iOS to explore and gather insights for future growth in a post-IDFA world.
