Case Study
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MondayOFF is a fast-growing global hyper-casual publisher. Launching in 2018, they had 5 million MAU in just the first year, and now have reached 50 million MAU in 2022.

With ironSource Luna, MondayOFF worked to strengthen their creative strategy for their app, Change and Drop. Here, Dunkun, CEO at MondayOFF, shares how they found their hero creative with Luna in less than a week. 

The significance of playable ads

“Because the hyper-casual space is so saturated, we know that we need playable ads to help us compete, since they’re known to acquire high quality users.

"Before Luna, we spent a lot of time building playable ads one by one, and testing variations to try and see what would work best"

- Dunkun, CEO at MondayOFF

However, we’re a small company and often, just one team member is in charge of both creating playable ads and running the entire marketing strategy for a single game - a role that takes up a lot of time and doesn’t leave room for much else. 

Before Luna, we spent a lot of time building playable ads one by one, and testing variations to try and see what would work best. Understanding our challenges, the Luna team suggested we use their creative production solutions, which would let us easily build playable ads in-house and then automatically find the most successful concept variation.

The power of Dynamic Playable

Our goal was to find the concept variation with the best CTR. The Luna team explained to us that their testing tool Dynamic Playable can automatically test and optimize over 200 variations of a single creative concept towards IPM or CTR, and does it on an ongoing basis - which is exactly what we needed. 

Dynamic Playable shortened the process for us significantly. All we had to do was first build a playable ad with Luna Playable, a plugin that let us build playable ads directly in Unity and converts and optimizes them for HTML5 - and from there, Dynamic Playable did the rest. 

All in a week’s work 

We set out to find the best playable ad for our game - and with Luna, it took us less than a week. For our game Change and Drop, the tool created 18 variations based on the different game assets we had like the color or the type of the ball. The best performing variation had a 50% higher CTR than its original version. 

"The Luna team gave us an insight report so we were able to see performance data on a granular level, and improve our creatives accordingly"

- Dunkun, CEO at MondayOFF

The tool was really easy to use and we also appreciated how organized and helpful the Luna team was throughout the entire process. In fact, after testing all the variations, the Luna team gave us an insight report so we were able to see performance data on a granular level, and improve our creatives accordingly. 

We look forward to working together more and exploring other Luna tools to boost our games’ performance. We were so pleased with the results that we even decided to use Dynamic Playable for another one of our games, Like a Pizza."

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