A user’s view: Talking UA strategies and creative optimization with Tap Slots
Tap Slots, the makers of Slots Galaxy and 777 Classic Slots Galaxy, can claim over 12 million installs since they launched their first app back in 2012. Headquartered in Las Vegas, their free-to-play slot machine games focus on classic slot machine formats popular in the US and are available to play around the world. Our Head of Product Marketing, Stephanie Pilon, spoke to Markus Weichselbaum, CEO, and Pokin Yeung, Director of Marketing, about how Tap Slots evaluates the success of its creative assets and how they optimize their user acquisition campaigns together with Adjust and marketing partner Liniad.
Stephanie Pilon: First things first - so why did you decide to move your headquarters to Las Vegas?
Markus Weichselbaum: There were three reasons. First, we’d been traveling to Las Vegas every month to study the subject matter - we just wanted to figure out slots and the meta game: how do casinos create player programs? Second, I was harboring a secret dream to move there, and I was traveling so much that my wife actually pre-empted me and said we should just move - so three weeks later we packed a moving van and off we went. The third reason, of course, is taxes. There’s no state income tax in Nevada and living costs are certainly more affordable than in San Francisco.
SP: Tell me about how Tap Slots does user acquisition. How many daily active users do you have and are they split amongst many different countries? How do you reach new users?
Pokin Yeung: Well, our MAU is somewhere between 300k and 500k. We track our in-app revenue and all in-app events, as we’ve been working with Adjust since 2013, if not earlier. Originally we tried a lot of different publishers, but the core ones for us have been Google, Facebook and Apple Search. At first, our users were more international - our first slots app really resonated in places like Russia and Taiwan, Germany, Italy and France. But lately we’ve been focusing a lot on three-reel games, which don’t appeal as much to international users, so our UA efforts for these apps have been mostly US-focused. We’ve had great success working with Liniad, who buy exclusively on Facebook for us. We started working with them at the beginning of this year. They have this creative technology that looks at texts and images to help them figure out which ads to show to the most engaged users. What we liked about them right away was how pro-active they were - they proposed some very good ideas to us with our creatives right away and we saw an immediate lift in conversions. They received our Facebook Marketing Partner data from Adjust and combined it with their Facebook API so that everything sits in one place.
Utilizing Adjust’s cohort reporting system with Facebook’s in-app event campaigns allowed us to easily and efficiently monitor user behavior while targeting the most engaged users.
Liniad’s creative analysis technology complements those efforts - their high-end ad production capabilities produce ads that are in line with our users’ current visual interests. We find Liniad to be the best source for quality user acquisition on Facebook. Their creative analysis helped us to boost engagement significantly.
This table shows improvement over the course of roughly 2.5 months - we think we’ve seen this kind of growth because we’re able to identify the perfect combination of elements within an ad that match each type of user cluster in order to meet the KPIs and make creative recommendations based on the analysis.
SP: What are some actionable insights you’ve gotten from working with Adjust?
MW: We spend a lot of time working on our internal cross promotions, where we channel users from one app to another. Right now we’re trying different creative steps with that - one thing that has been helpful especially for me personally is to look at the different types of creatives we deploy in these cross promos. By using Adjust, we can internally see the click-through rates of these different creatives directly in the dashboard. And we can combine this click-through data with the actual install rate to determine what kind of creative we want to run. So we’re able to ask ourselves questions like do we want to run with an ad that essentially says ‘free money!’ and attracts lots of clicks but then not very many qualified installs, or is it better to be very obvious and say ‘hey, here’s an install ad’, and get fewer clicks but always qualified ones?
MW: Adjust gives us data down to the creative level, which helps us further underline install rates, revenue and so on. We have many more internal cross promo ads than we do external ads, and many of those ads are the standard static, interstitial type. This makes it easy for us to iterate on them and decide whether we want the pink button or the blue button or an arrow or what the text should say, because Adjust tracks the impact of those decisions all the way down to revenue. It’s just been helpful.