Lynx games, headquartered in Seoul, reached out to Aarki to run a user acquisition campaign for their HighRoller Vegas Casino Slots app. The campaign’s objective was to widen their user base while generating a strong return on investment (ROI), as well as meet and exceed their key performance indicators (KPIs). The campaign also aimed to leverage Aarki’s large repository of data, machine learning expertise, and profound knowledge of creative design for casino slots apps.
We set up the user acquisition campaign by leveraging Lynx’s first-party data and implementing our insights and institutional knowledge, gathered from previous campaigns. We needed to understand the target audiences and make data-driven decisions to deliver non-disruptive, customized messages that would align with the users' interests. All these efforts depended on our machine learning and creative optimization capabilities.
Machine Learning Models
In the first phase of our campaign, we aimed for a deep understanding of the app’s users’ journey to inform our prediction model. All new apps go through this phase - typically for up to four weeks - but this app took just six days. On day six, our team launched the event optimization phase. After further data collection, the models improved their learnings. The analysis showed that the install rate moved closer to install probability, and, the event rate approached the event probability.
Predicted Probability vs Install & Event Rates
Understanding the audience is the key to running a successful campaign, so our team started with creative research. Armed with the conviction that highly relevant ads lead to quality audiences, we analyzed HighRoller Vegas Casino Slots’ social media accounts, website, and app store pages, for special game events, new features, and updates. We also iterated on the app’s creative assets based on our knowledge of what works best for this genre.
By leveraging our deep category expertise and our creative research, we designed ad creatives that were tailored to the interests of the target audiences and encourage them to play the game. We used creative elements from the app, focusing on the full-screen reels. We also depicted multipliers and high-paying icons. This proved to be one of our most successful strategies ever. From there, our creative team used animation to preview how the slot machines work so the viewer could understand what the app is about. Messaging (welcome bonus) and images of opulence were used to create a feeling of wealth and prosperity.
The campaign registered incredible results within a short period of time.
ROI was consistently above the goal in the Event Optimization phase.