53000+
Total Installs Over All Platforms
$0.30
Average CPI (In USD)
129%
Better CPI Than Global Average
The Mission
AO Tennis Smash is the official game of the Australian Open. In this 3D tennis game, users play as avatars that take to the courts at the Australian Open and swipe their way to victory with vicious topspin, biting slices, and powerful flat shots. Players compete globally against each other in 1 on 1 in different settings.
Tennis Australia partnered with Game Marketing Genie for full service game marketing, including digital marketing, game trailer creation and app store optimization. The comprehensive marketing campaign focused on building awareness, increasing player acquisition and in-app purchases.
The Process
Leveraging their extensive experience of marketing similar games, the GMG team developed a comprehensive marketing strategy that included audience persona and interests mapping, creatives and copy and advertising strategy across multiple platforms such as Facebook, Google, Reddit, and Twitter to achieve the best ROI and maximum impact.
The campaign included the following:
- Several ad sets that targeted multiple personas and interests across multiple ad platforms.
- Accompanying ad creatives designed in-house to match the style of AO Tennis Smash.
- The conceptualization, creation, and execution of a 30 second gameplay trailer that showcased the best features of the game.
- A complete app store optimization service, which boosted the organic ranking of the game on Google Play and the iOS App Store.
- Continuous reporting and optimization completed across the duration of the client’s campaign.
The Results
The team was successful in developing a campaign that eclipsed the expected results and brought in dedicated players.
It not only exceeded client’s download targets by 30%, but also surpassed the industry average cost per install (CPI) for similar games by 129%.
The campaign acquired more than 65,000 users to the game, which was 30% more than the client’s goal.
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