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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.

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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:

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