TapNation – Nov 20, 2024

Creating a successful mobile game is about more than just launching it—it’s about building a lasting experience that keeps players engaged for years. As a leader in mobile game publishing, we’ve had the privilege of collaborating with innovative developers to turn their concepts into enduring successes. Through dynamic strategies, data-driven decisions, and flexible marketing campaigns, we’ve learned what it takes to create games that are not just hits at launch but a continuously enjoyable experience capable of thriving indefinitely. 

Our approach is grounded in real-world results, and in this short writeup, we’ll share the insights that have driven long-term success for some of our most popular titles, such as Thief Puzzle, Giant Rush, Doll Dress Up, and Guess the Answer. These case studies showcase the strategies we use to ensure that our games remain relevant and profitable in a highly competitive market.

Thief Puzzle: Thriving through creative testing and re-engagement

One of the critical components of creating an evergreen game is continuous creative testing and iteration. With Thief Puzzle, a game developed by WeeGoon, we introduced a maze-level concept in both creative video ads and playable formats. This creative tweak drove up ad spend by 22%, making it the winning concept that unlocked further growth.

We also know that sustainable growth depends on balancing acquisition with retention. By leveraging Applovin’s Day 7 Return on Ad Spend (D7 ROAS) campaigns, we were able to increase spending by 30% across both iOS and Android. The key here wasn’t just to spend more, but to ensure the costs drove better long-term retention—a crucial action for any game’s longevity.

Additionally, Thief Puzzle benefited from our re-engagement efforts. Through campaigns with various partners, we managed to recall previously acquired users, increasing the game’s scale by 12%. This strategy reinforced the game’s relevance among lapsed players, further solidifying its evergreen status.

Giant Rush: Leveraging automation and cross-department collaboration 

Another way we ensure long-lasting success is by optimizing ad campaigns through automation and cross-functional teamwork. Giant Rush is a prime example of how our in-house tool, UAhero, made creative management easier and more effective. With UAhero, we efficiently tested various campaign types, including video ads, bumper ads, and Custom Store Listings (CSL).

The impact of our creative management strategy extended beyond just experimentation. Working closely with our App Store Optimization (ASO) team, we were able to push CSL campaigns that aligned with seasonal trends and localized content. These campaigns, tailored for specific regions, boosted overall spending by 15% and resulted in a 20-25% increase in retention rate (RR) and lifetime value (LTV) among users.

We also implemented D7 ROAS campaigns to further solidify Giant Rush’s profitability, resulting in a stable spend trend and a long-lasting player base. By relying on data-driven decisions and collaboration across teams, Giant Rush continues to capture player interest over time.

Doll Dress Up: Localization and retargeting 

Localization plays a massive role in creating games that resonate with diverse global audiences. Developed by Bravestars, Doll Dress Up is a case game that displays how culturally localized content can increase user acquisition and retention. By customizing our creative ads for different regions, we increased ad spend by 15% in targeted geographical locations (GEOs).

But localization doesn’t stop with ads. We worked closely with the ASO team to localize the app store page into 28 major languages, resulting in an overall conversion rate (CVR) of 14.2%. Key regions like the US and Indonesia performed particularly well, with CVRs of 14.5% and 13.3%, respectively. Beyond localization, our retargeting efforts through multiple networks helped us increase user engagement by 8%. This re-engagement strategy brought lapsed players back into the game, ensuring that Doll Dress Up maintained a steady and active user base. With continued investment in creative campaigns such as CPPs (Cost Per Purchase) and CSL, we saw an additional 10% increase in spend, demonstrating that well-executed localization and retargeting can drive long-term growth.

Guess the Answer: Boosted engagement through retargeting and creative localization

Similar to Doll Dress Up, Guess the Answer benefited from our focus on localization and retargeting. By adopting Applovin’s D7 ROAS campaign, we increased ad spend by 25%, thanks to high D7 retention rates. This campaign reinforced the game’s appeal by attracting users who stayed engaged long after their initial downloads.

Additionally, we tested creative localization strategies to ensure that the game’s messaging resonated across different regions. This helped increase ad spend by 10% in targeted GEOs, bringing in a larger and more dedicated player base. Retargeting networks also played a critical role, improving user engagement by 7% and helping Guess the Answer maintain its relevance in a competitive market.

The success of Thief Puzzle, Giant Rush, Doll Dress Up, and Guess the Answer highlights how combining creative strategies with data-driven insights will result in games that endure. Whether it’s through continual creative testing, leveraging localization, or maximizing the potential of retargeting campaigns, each of these elements contributes to a game’s ability to remain relevant and engaging over time.

For developers aiming to create their own evergreen titles, the lesson is clear: flexibility and adaptability are a MUST. Games that evolve with player behavior, market trends, and cultural preferences are more likely to foster long-term engagement. The strategies outlined in these case studies—such as creative management, collaboration across teams, and targeted re-engagement—offer a roadmap for other developers to follow.

Ultimately, crafting a game that stands the test of time isn’t just about a strong launch. It’s about building a foundation for sustained growth, ensuring players return and stay invested for the long haul. With the right approach, creating games that not only capture attention but hold it for years is entirely within reach.

If you’re a developer looking to take your game to the next level, TapNation is here to help. With over 100 successful game releases and more than 1 billion downloads under our belt, we have the experience and ambition to guide you through the ever-changing mobile gaming landscape. 

Be it for long-term engagement or rapid growth, we’re ready to guide your game to thrive in this competitive market.