Creativity & Performance: Best buddies in mobile marketing

1. CONFIDENTIAL Creativity & Performance Best buddies in mobile marketing

2. CONFIDENTIAL We are SuperScale

3. CONFIDENTIAL OUR SERVICES We help from all angles, providing full support and guidance on the path of growing your game to its full potential. Building and managing of data infrastructure, BI, analytics & data science solutions that support key stakeholders across your company in making data-driven decisions. Analytics & Publisher Infrastructure Scaling games with proﬁtable UA. Campaign planning, management & evaluation based on game’s LTV. Focusing also on creative optimization & development of various ad formats. User Acquisition & Creatives We review and improve current feature set of the game, with focus on monetization in both IAP and Ad revenue form, that complements each other. Game & Monetization Design We analyse, understand and segment your players so everybody gets personalized tailor-made special offers with content they crave for relevant price at a relevant time. Special Offers Optimization CONFIDENTIAL

4. CONFIDENTIAL OUR SERVICES We help from all angles, providing full support and guidance on the path of growing your game to its full potential. Building and managing of data infrastructure, BI, analytics & data science solutions that support key stakeholders across your company in making data-driven decisions. Analytics & Publisher Infrastructure Scaling games with proﬁtable UA. Campaign planning, management & evaluation based on game’s LTV. Focusing also on creative optimization & development of various ad formats. User Acquisition & Creatives We review and improve current feature set of the game, with focus on monetization in both IAP and Ad revenue form, that complements each other. Game & Monetization Design We analyse, understand and segment your players so everybody gets personalized tailor-made special offers with content they crave for relevant price at a relevant time. Special Offers Optimization CONFIDENTIAL

5. CONFIDENTIAL SOME OF OUR PARTNERS First Light Games CONFIDENTIAL

6. CONFIDENTIAL awards

7. CONFIDENTIAL Best Service Provider by Pocketgamer

8. CONFIDENTIAL Creative process & performance

9. CONFIDENTIAL Finding the main and the strongest parts of a game. Looking at existing game creatives Check the App store or Google Play Results of Facebook campaigns. Creative & Performance Analysis CONFIDENTIAL 💪 Finding the main and the strongest parts of a game 💪 👀 Looking at existing game creatives 👀 🐾 Check the App store or Google Play 🐾 🧠 Results of UA campaigns 🧠

13. CONFIDENTIAL Brainstorming CONFIDENTIAL

14. CONFIDENTIAL Brainstorming themes CONFIDENTIAL Progression Leveling Upgrade FIR ST R O U N D ID EA S ☝

15. CONFIDENTIAL Brainstorming themes CONFIDENTIAL Progression Challenge Leveling Upgrade PvP Battles Challenges FIR ST R O U N D ID EA S ☝ 🤜🤛

16. CONFIDENTIAL Brainstorming themes CONFIDENTIAL Progression Challenge Reward Leveling Upgrade PvP Battles Challenges Free gift Chests Trophies FIR ST R O U N D ID EA S ☝ 🤜🤛 👑

17. CONFIDENTIAL CONFIDENTIAL O FF M ETA ID EA S

18. CONFIDENTIAL Engagement Improvements CONFIDENTIAL O FF M ETA ID EA S

19. CONFIDENTIAL CONFIDENTIAL CPI Case Study Mid-core action game

20. CONFIDENTIAL Brainstorming CONFIDENTIAL N O T SO D IFFIC U LT F I R S T R O U N D O F F M E T A

21. CONFIDENTIAL Don't focus on everything, make your ad speciﬁc

22. CONFIDENTIAL

23. CONFIDENTIAL Catch up the trends

24. CONFIDENTIAL

25. CONFIDENTIAL

26. CONFIDENTIAL Everyone loves classic mobile ads and you should too

27. CONFIDENTIAL Classic Ads Performance CONFIDENTIAL 75% Results: ● $0.10 CPI ($0.04 in the ﬁrst 50k installs in T1) ● 115% D1 NET ROAS ● 75% CPI decrease Tested GAZILLION CREATIVE TYPES Harder than you think, noob vs pro, yo mamma / GF, ….

28. CONFIDENTIAL First sketches & processing

29. CONFIDENTIAL First sketches & Processing CONFIDENTIAL If we are sure we are going the right direction, we start to make new creatives. 1. Sketches 2. Finalizing 3. Final creative

30. CONFIDENTIAL Keep your creatives similar to your app store

31. CONFIDENTIAL Ad vs Store CONFIDENTIAL ● 3x better CTR ● 30% worse CPI

32. CONFIDENTIAL APP STORE CONFIDENTIAL

33. CONFIDENTIAL Final creative is alive!

34. CONFIDENTIAL Finding the main and the strongest parts of a game. Looking at existing game creatives Check the App store or Google Play Results of Facebook campaigns. Creative is born & ready to test CONFIDENTIAL 👉 Headline 👈 ✏ Copy of the post ✏ 👤 Different backgrounds 👤 🌘 Dimensions 🌒 ⚡ Lengths of creatives ⚡ 😎 Thumbnails 😎 Our next step is to test it and make from video or static visual the HERO creative. We test:

35. CONFIDENTIAL Try to avoid general copy texts

36. CONFIDENTIAL Poison your enemies with a mushroom? Nah, we prefer the smashroom! Win the epic and crazy battles in a strategic, bloody and hilarious game World War DOH!

37. CONFIDENTIAL Use clear call to action

38. CONFIDENTIAL Call to action CONFIDENTIAL Remove the risk Create FOMO Emphasize the beneﬁts Play now Download now Install game today Play for free Play with real players Not P2W game Get your free gift Open your free chests Get free coins

39. CONFIDENTIAL The 3-second rule

40. CONFIDENTIAL 65% of people that watch the ﬁrst 3 seconds of your video will watch it for at least 10 seconds

41. CONFIDENTIAL CPI: 4,86 $ CTR: 0,65 %

42. CONFIDENTIAL CPI: 4,86 $ CTR: 0,65 % CPI: 2,43 $ CTR: 1,21 %

43. CONFIDENTIAL Learnings

44. CONFIDENTIAL 1. COMMUNICATE *Assumption is mother of all f*ckups

45. CONFIDENTIAL 2. ANALYZE *Everything

46. CONFIDENTIAL 3. TAKE YOUR TIME *Brainstorm & Test

47. CONFIDENTIAL Get some inspiration CONFIDENTIAL

48. CONFIDENTIAL THANK YOU milan.strba@superscale.com martin.luther@superscale.com

Creativity & Performance: Best buddies in mobile marketing

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