Rush Royale blasts past user acquisition and ROAS targets with Moloco’s machine learning-powered Connected TV

June 23, 2023

Results

180%

above ROAS target

25,000+

new monthly installs

70%

more efficient CPI vs. target

27%

more efficient CPI vs. mobile

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About

Rush Royale: Tower Defense TD is one of the most popular mobile gaming titles in the world. First launched in 2020 by MY.GAMES, the title has been downloaded more than 40 million times from Google Play and more than 15 million times from the iOS App Store, where it ranked in the top three tower defense titles of 2022.
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Challenge

Drive massive user growth through new channel

After over a year of strong mobile user acquisition (UA) results with Moloco Cloud DSP, Rush Royale was on a quest to find new channels for growth. The team firmly believes that innovation fuels success, and that extends to continually developing and evolving strategies for acquiring high-value users.

Solution

Test Performance CTV with Moloco

Based on solid UA performance and a close, strategic partnership with Moloco, Rush Royale decided to leverage Moloco’s machine learning-powered connected TV (CTV) solution. The teams collaborated in setting up a four-week, top-of-funnel campaign to target US consumers.

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Results

The campaign results went above and beyond our initial performance expectations. The campaign drove unprecedented results for lower-funnel KPIs, including ROAS that exceeded the target by 180%, and a 70% more efficient CPI compared with the initial goal. Overall, the test was a huge success that eclipsed initial objectives.

The quality of users we reached on CTV was unparalleled, and we saw significant ad revenue through engaged audiences.

— Ekaterina Zueva Senior Marketing Manager, MY.GAMES

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Using insights from the test along with Moloco’s expertise, Rush Royale began to experiment with brand and cinematic videos on CTV. They have since expanded into other APAC markets including Korea.

Key Takeaways:

With newer channels like CTV, success hinges on clearly defined goals and a thoughtful strategy. Partnering with Moloco, Rush Royale was able to maximize both upper-funnel awareness and lower-funnel conversions with automated targeting and optimization. The team realized that CTV can be a channel to drive performance and business outcomes, and is leveling up its strategy to grow into the world’s biggest mobile gaming app.

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