Gaming

Case Study: VGP x TikTok

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About Viet Game Publisher

Viet Game Publisher (VGP) is a leading mobile game publisher in Vietnam. Founded in 2015, the company has rapidly become one of the most prominent providers of massively multiplayer online role-playing games (MMORPG), mobile strategy games, and mobile card games in Vietnam.

Vietnam is a digital-first market as evidenced by its rapid adoption of mobile apps. According to Statista, the number of apps downloaded in Vietnam increased 18% in 2021 from the previous year and spending on mobile apps reached $416 million. The gaming app vertical has seen even bigger. In Q1 of 2022, Adjust data reveals an increase of 17% for gaming installs in Vietnam compared to Q1 of 2021. Amidst the competition in the industry, VGP maintains its lead via strategic marketing decisions, like the advantageous partnerships with Adjust and TikTok For Business we’ll discuss below.

The Challenge

Within the mobile gaming world, being able to track users across the entire lifecycle is essential. While VGP did partner with a mobile attribution partner, the attribution data it received was error-prone and the support the partner provided was lacking. Therefore, VGP searched for a new mobile attribution partner.

VGP was also looking for a new platform to source a younger demographic for its games. The brand craved not only more users but quality users for its apps.

The Solution

VGP partnered with Adjust to utilize its mobile analytics platform and was able to measure every touchpoint in the user journey and capture data across all its marketing channels. The brand also decided to partner with TikTok For Business to capture younger users and make use of TikTok’s Value-Based Optimization (VBO). VBO is a method of delivering ads to users who have the potential to become high-value customers. By optimizing ad delivery for value, TikTok helped VGP find the audience most likely to spend more money within their apps.

Once VBO was activated, VGP then set up Adjust to postback TikTok purchases events and values. This meant that VGP’s marketing team would receive real-time notifications about in-app events and purchases related to its TikTok ads. Then, with Adjust’s analytics solution, Datascape, VGP could visualize all of this data in one single view and automate campaign optimization.

Nguyen Thanh Trung

CMO, Viet Game Publisher, Joint Stock Company

The Results

Maximizing ROAS

The accurate attribution data Adjust provided VGP meant it could effectively oversee brand-specific KPIs such as cost-per-install (CPI), retention rates, and the return on ad spend (ROAS). The company was also able to dive into in-app statistics such as levels completed, purchases, and new sign-ups. With this information, in tandem with TikTok’s value-based optimization, VGP identified young users who were not only more likely to convert but also who would spend more. With the Adjust providing timely postbacks from events in TikTok, VGP could easily optimize its campaigns daily for maximal ROAS and effectively increased ROAS from 15% to 30%.

Reducing CPI

Additionally, VGP found that it was able to significantly reduce its CPI by automating its campaign optimization with Adjust, also greatly reducing the marketing team’s workload.

Consequently, the game publisher was able to scale agilely with cost-effective CPI.

Enjoying exceptional support

VGP leveraged the Adjust Help Center and Adjust and TikTok webinars to maximize their knowledge of the products and processes. The marketing team discovered that the detailed articles in the Help Center served to answer most of its questions, but that custom, tailored support from both partnerships was always available when needed.

Nguyen Thanh Trung

CMO, Viet Game Publisher, Joint Stock Company

In summary, VGP benefited from TikTok and Adjust partnerships by:
  • Increased ROAS by 15%
  • Quickly scaled up with cost-effective CPI
  • Effectively reduced workload with all data in one place