Case Study
Tastypill doubled their concept-testing capability and increased IPM by 115% using Luna Elements
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Tastypill is a top mobile game company focused on creating and publishing the most innovative hyper-casual games across the globe. Based in the United States, their portfolio currently has over 600 million downloads and 55 million monthly active users. 

Two months ago, Tastypill’s team adopted Luna Elements into their creative workflow to regain creative control, improve production efficiency, and maximize output. Since then, they’ve doubled their capability to concept-test, increased time spent on game development by 3x, and even boosted the IPM for one of their campaigns for Bottle Flip 3D by 115%. 

Read on to learn about their experience with Luna directly from Ben Bartl, Director of User Acquisition at Tastypill. 

“Building playables with Luna Elements is as intuitive as creating pivot tables in Excel. Since using it, we’ve been able to produce as many as 20 creatives a day, significantly improving our capability to concept-test.

- Ben Bartl, Director of User Acquisition

Outsourcing brought uncertainties

As straightforward as outsourcing playable production sounds in theory, we quickly realized just how many uncertainties there were when we put it in practice. From our experience, we often didn’t know how many playables we’d be receiving, when exactly we’d be getting them, and where we were in their pipeline. We also often didn’t know how much longer it would take if we wanted to make iterations. 

This created a steep learning curve in (trying to) experiment with different ad formats. It was difficult enough to receive a consistent number of playables a month - let alone concept-testing and optimizing them effectively. And, we haven’t mentioned how much of our resources it took up.

Improving workflow and freeing up time to focus more on game development

When we heard how simple and straightforward it is to use Luna Elements, it was a no-brainer to give it a try and see if it could improve our existing creative workflow. 

We saw the impact immediately. Already within the first month, we started producing at least 20 Elements-built playables a day, tested them across ad networks, seen an uplift in their creative performance, and even applied what we’ve learned to the following rounds of playable iterations. 

Using Elements meant our UA team no longer had to rely on our Unity developers for full production support. It freed up the developers’ time by 3x, enabling them to shift their main focus back to live operations and other game development tasks. 

As for the rest of the UA team, we’ve been able to spend our time analyzing and learning from our playable iterations and perfecting future concepts.

Driving 33 million impressions, improving IPM by 115%

In the span of 3 months, we created a total of 172 Elements-built playables. The first one, we even built within 15 minutes. 

To our surprise, that first one became our best-performing creative for Bottle Flip 3D, driving over 33M impressions with an engagement rate of 65%. After including this creative into one of our campaigns, our ad spend grew by 107% - results that would’ve taken us ages to achieve if we continued outsourcing. 

 

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