Gold and Goblins
$4,500,000Revenue in 3 Months
During the first 3 months of collaboration AdQuantum generated $4,500,000 in revenue for the Gold and Goblins game.
We have a good cooperation experience with AdQuantum. As soon as we found out the potential of the new game, we started developing a marketing strategy together.
While my team concentrated on analytics and game metrics improvement, AdQuantum was preparing a ton of creatives, split into different themes and approaches. The moment the game’s LTV allowed it, we started increasing spends.
AdQuantum was keeping track of ad metrics and performance of different traffic sources and specific creatives. They were constantly changing the approaches to suit the game needs.
While my team concentrated on analytics and game metrics improvement, AdQuantum was preparing a ton of creatives, split into different themes and approaches. The moment the game’s LTV allowed it, we started increasing spends.
AdQuantum was keeping track of ad metrics and performance of different traffic sources and specific creatives. They were constantly changing the approaches to suit the game needs.
— Elena Bugakova, Publishing Producer at AppQuantum 
Background
Redcell Games is a small mobile game studio based out of Canada. The team came together out of a passion for creating fresh experiences. With their debut game, Gold and Goblins, they have been able to display their collective experience to create high quality, successful games.
6,000,000 players
User Base
760,000
DAU
Gold and Goblins: Idle merger is an Idle game with merge mechanics where the player controls little goblins that mine gold in shafts. The player's goal is to manage resources, get more goblins, merge them and break ever-growing rocks to find gold and get to the next shaft.
Strategy
| The product was quite successful itself. Thus, our aim was to choose the right way to scale ad campaigns to other GEOs and traffic sources without losing audience’s quality. | |
| The game focuses on ad monetisation, therefore we relied on event optimisation X_ads_views. However, completely ignoring purchase-optimisation can cause user’s ad LTV decrease. That is why we were launching Purchase-optimisation campaigns and ROAS-optimisation campaigns simultaneously. | |
| We used not only Facebook as a traffic source, but also Unity Ads and AppLovin. The reason is that their audiences are the most loyal to mobile games. It has a beneficial effect on product metrics (User Lifetime and Retention rate) and monetisation metrics (Ad views, Purchases). These traffic sources need a high budget for testing at the beginning, but often it is worth it. | |
| Apart from gameplay videos, AdQuantum also designed gameplay misleading creatives. Tracking retention changes for each particular creative helped us instantly define a creative with high CTR and IPM metrics that however, had low retention rate. | |
| We used multiple assets in order for ads to match the game content. Despite the fact that sometimes we used misleading creatives, the major part of our ads was directly based on game assets. Hence, the ad videos plot was very close to the actual gameplay. After all, it helped us to correct the drop in retention and continue to increase the efficiency of our user acquisition. |
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