When preparing to launch Battle Command!, we knew it was important to create a video trailer that showed off the game’s high-quality graphics, unique mechanics and explosive action. We believe that a video trailer can convey a game’s true value proposition more than any written description. If people could see the gameplay in action, they would get a good sense of what the game is all about, and would likely want to play it.
Once the game launched, we worked with each of the major mobile video ad networks to help distribute the trailer. While all networks offered various pricing models and guarantees about performance, what initially impressed us most about Tapjoy’s Video Plus Install solution was that they only charged for users who watched our video all the way through to completion (CPCV). We also liked the idea that at the end of the video the product offers customizable end cards allowing us to reinforce our messaging and drive interested users to download the application.
We became even more impressed once we started running the campaign. At just two cents per completed view, we could afford to get our video in front of lots of potential gamers. More than 80,000 people viewed the trailer over a relatively brief time period, and we were pleased to discover that over 1,000 of them went on to install the app.
As with each of the networks, we tracked the behaviors of the new players that Tapjoy delivered to understand the true ROI of our campaign. It quickly became evident that Tapjoy players were not only very engaged in the game, but that they were big spenders as well. In fact, 44% of Tapjoy-acquired players made at least 1 in-app purchase or completed an offer, and 27% made at least 2 in-app purchases or completed multiple offers. Compared to other networks, those numbers are 38% and 69% higher for one-time and two-time purchasers, respectively, and they are an astonishing 132% and 238% higher than users we acquired organically.
Overall, the revenue per install of Tapjoy players was a good 25% higher than any of the other networks we tested. Our primary objective in running this campaign was to acquire high-value users and drive bottom-line results, so we were very pleased with the installs Tapjoy delivered. We will most definitely continue to invest in user acquisition through Tapjoy’s Video Plus Install, and we would recommend it to any other mobile app publisher as well.