In 2014, Poland-based game studio Gamelion was reborn as Huuuge Games. The new company came with a vision: transforming mobile games into massively social experiences. In other words, Huuuge makes games that are easy to jump into, fun to play, and great for experiencing with friends. This vision led to the studio’s first breakout hit in 2015: Huuuge Casino. Billionaire Casino launched the following year, and since then, the company just keeps on growing.
Fast forward to today and Huuuge Games has offices worldwide, making it one of the industry’s biggest success stories. The studio’s focus on free-to-play gaming with deep social elements has made Huuuge a veritable mobile powerhouse, boasting over a million daily active users in 195 countries. However, as the mobile market matured, the studio was on the lookout for new and innovative ad formats that would engage users and deliver strong return on ad spend (ROAS).
Increase in offer initializations
Retaining High-Quality Users While Scaling UA
While Huuuge Games’ popular casino games were racking up hundreds of thousands of downloads every month, retaining those users was an entirely different challenge. On top of that, the company’s steady growth accelerated the need to scale user acquisition in key markets. The user experience team needed a creative solution that would boost install volume and retention, and by extension, improve ROAS. That meant targeting high-quality users and engaging them at a deeper level.
In 2018, Huuuge began testing Cost Per Engagement (CPE) campaigns and found that they “outperformed video, display, and other rewarded formats in terms of ROAS,” according to Huuuge Games Networks Media Buyer Dominika Pawlasiuk. The company began running multiple CPE ads concurrently. However, as Huuuge Games’ marketing efforts increased, so did its operational overhead. Going into 2020, the company was looking for cost-effective ways to scale growth and meet its ROAS goals.
To address these challenges, Huuuge Games decided to build on the success it had seen with CPE advertising. At the same time, Tapjoy was getting ready to introduce a new product to its line-up of advertising and monetization tools: Multi-Reward CPE advertising.
“CPE ads consistently outperformed other ad formats in terms of ROAS, but we decided to test Multi-Reward to scale our efforts even further. The format is flexible by design, allowing us to target multiple events in a single offer and minimize administrative oversight.”
- Dominika Pawlasiuk, Networks Media Buyer, Huuuge Games