Trivia Crack is one of the most downloaded apps in the world. But like all games, it’s faced with the constant challenge of how to remain in the charts. In fact, it takes only two months for an average app’s monthly users to decline to 50 percent of their peak. To achieve staying power, Etermax, developers of Trivia Crack, needed the perfect mix of organic and paid acquisition strategies that communicated the app’s addictive virality. That’s where Vungle came in, working with Etermax to develop a mobile video advertising strategy that doubled conversion and sent thousands of installs to the app.

1. 30 Second
End Card Relative Conversion Rate Comparison
112%
more
33%
more
CREATIVE THAT CONVERTS
30-second interactive end cards
converted more than twice as often
as static end cards.
15-second interactive end cards
performed 33% better than static
end cards.
Interactive
conversion rate
Static
conversion rate
15 Second
Trivia Crack Doubles Conversion
with Interactive End Cards
When an app is blessed with inherent virality, it’s easy for the
developer to think they have it made. But how do you continue
to attract new users when the ad experience has to capture that
virality in 30 seconds or less? The solution lies in using a video ad in
combination with an interactive end card to spread the addiction.
Argentinian game company Etermax, the makers of Trivia Crack,
were enjoying the game’s position as the top downloaded app
in the world. To keep that spot, they leveraged the expertise of
Vungle Creative Labs to create an ad experience that doubled their
conversion rate.
THE CHALLENGE
Trivia Crack designers knew they had a hit game on their hands
when the Washington Post proclaimed it “the most viral game,
played by 100 million users.” But to convey the personality of the
game and drive new users, they’d need an ad format that created an
interactive, engaging experience.
“Our game is all about good quality questions and answers, people
challenging their friends and families and sharing, learning and
having fun,” said Paul Del Pin, Marketing Sales Director with
Etermax. “For us it is extremely important that our potential users
understand all the features and possibilities they’ll have while
playing, that’s why we put a lot of energy in creating smart and fun
content for our video ads.”
Case Study:
TRIVIA CRACK
facebook.com/vungle @vunglevungle.com linkedin.com/company/vungle
One of the benefits of
interactive media is that you
can show short game-play
ads that will always be more
attractive to users than static
interstitial ads. Users know
exactly what to expect with
this type of advertising.
— Paul Del Pin, Marketing
Sales Director, Etermax
TRIVIA CRACK
Buenos Aires, Argentina
www.etermax.com

2. ABOUT VUNGLE: Vungle is the way advertisers
make video ads personal, with breakthrough video
ad-serving technology and a user-first approach
that’s led to its track record of success and made it
necessary infrastructure for applications. For more
information visit vungle.com.
Case Study:
TRIVIA CRACK
facebook.com/vungle @vunglevungle.com linkedin.com/company/vungle
Answering affirmatively gave users a positive
response.
When the video concluded, the end card
presented a tongue-in-cheek question that
gave players a feel for the game mechanic.
The ad then enticed users to download the
app and give the real game a try.
THE SOLUTION
Vungle Creative Labs, comprised of artists, filmmakers,
designers, and interactive specialists, worked with Trivia
Crack to produce multiple versions of high-impact
video ad experiences and end cards.
They created 15- and 30-second versions of videos
that revealed the compelling nature of the Trivia Crack
game, demonstrating its most salient features. In the
interactive end cards, users were asked to spin a topic
wheel and answer the ensuing trivia question, just as they
would in the game itself. Answering the question enabled
users to download the app.
The question on the interactive end card provided the
user an opportunity to experience the core mechanic of
the game. Instead of the extra clicks having a negative
effect on conversion rates, it gave users a taste of the
game experience and a sense of value: in having a
chance to play, they were getting more than just an end
card.
THE RESULTS
Vungle and Trivia Crack ran the campaign for two
weeks in the U.S. Using Vungle’s optimization suite to
combine data science with creative iteration, Creative
Labs researched and tested the results of each length
and end card combination. They found that the best
performing combination was a 30-second ad paired
with an interactive end card. This combination doubled
Trivia Crack’s conversion rate and drove an influx of
new, high-quality users to the app.
“The overall experience of working with Vungle
Creative Lab was outstanding. Vungle is always at the
top, innovating and always trying to achieve the best
results,” said Del Pin. “We are very satisfied with the
results of the first US campaign. Retention was in most
cases higher than retention of organic new users.”