Bidalgo

WHEN ART MEETS SCIENCEThe Creative Evolution of a Mobile Game from Launch to MaturityShay Gabay- Business Development Lead

1

ESTABLISHED IN 2010FULLY MANAGED & SAAS SOLUTION60+EMPLOYEESFACEBOOK MARKETING PARTNERINSTAGRAM PARTNERDATA CENTRIC ROI & LTV UA EXPERTISETEL AVIV (HQ)SAN FRANCISCOSEOULPINTEREST MARKETING PARTNERAbout Us

Art VS Science

OK if Dec is not completeCollect info main goal is to come prepare to offsite and sign-off the teamsOption to have sessions with Peli

3

Art & Science In UA

From Launch To Maturity GraphLaunchFatigueCreative EvolutionScale & Stability Creative Hacking

Thank You

Art & Science Are Here For The Long Run

Launch/FatigueCreative EvolutionScale & Stability Creative Hacking

From Launch To Maturity Graph

LaunchCreative Hacking

Creative Hacking- Art First

EgyptGreeceClassicDoor Element

Creative Hacking Science Winning Elements

WinsReelsCoins7s/Wild

3 TestsWhich One Overperformed?

X%2.5XX19X+3%+38%+53%+262%X%X+9% +7%CPIPayers Rate# Of installsD30 ROAS

Why?

Door ElementSpinning ReelsJackpotAuto ReplayVideo AdsEgyptian

Tools To Succeed

Aim for Down-the-funnel events

Designers should understand DR terms

Build a system around creative to make sure you are covering multiple A/B testing

Creative EvolutionWe identified that Video ads with Egyptian elements or women figures performed better

15

Creative Evolution

Evolution #1 Test same theme with different size (1X1-IG Size)

16

Creative Evolution

2nd Evolution- Try the Egyptian theme with a different Character (RA)

17

Creative Evolution3rd Evolution- test a different theme with a female Character

18

Rules For Scaling

From Launch To Maturity GraphFatigueCreative Evolution

Rules For Fatigue

Creative Hacking #2- Classic Slots #Diamonds

Which One?Creative Evolution #2

#Of installs=225XPayers Rate+400%D30 ROAS+1600%

Creative Evolution #2 Logo Video And Image

Creative Evolution #2 IG & Vertical Video

From Launch To Maturity GraphCreative EvolutionScale & Stability

Key TakeawaysCreative Hacking stage - get both art &Science into the thinking processMeasure down-the- funnel events for creativeBuild a system to keep track of the A/B testingDedicate at least 10% of tests to new materialsCreative Hacking stage- get both art &Science into the thinking processMeasure down-the funnel events for creativeBuild a system to keep track of the A/B testingDedicate at least 10% of tests to new materials Creative Evolution- once a winning element is found, break it down to additional testsWhen fatigue hits , use CRM and creativity to get over the hatchProduct can provide ideas to marketing -> Vice-versaCreative Evolution - once a winning element is found, break it down to additional testsWhen fatigue hits , use CRM and creativity to get over the hatchProduct can provide ideas to marketing -> Vice-versa

THANK YOUShay Gabay- Business Development Leadshay@Bidalgo.com