Wonder People secured high-value users and exceeded ROAS goal by 20%

About Wonder People

Established in 2018, Wonder People is a leading game developer in the casino genre and widely known for the Texas Hold'em app, "Mega Hit Poker."

Challenge

‍Wonder People’s "Mega Hit Poker'' app stands out for its superior interface, sound, graphics, and user experience. And due to the nature of social casino games, they require in-app purchases to be profitable in addition to installs. Within this genre, acquiring high-value users is a challenge — as they are limited and rare. To maintain ROAS performance while targeting high-value users, Wonder People partnered with Moloco. 

Solution

Creating custom events optimized through machine learning
‍To improve ROAS for the Mega Hit Poker campaign, Moloco proposed CPA optimization using custom events. Specifically, Wonder People leveraged custom event created based on high-priced in-app purchase actions and trained Moloco's CPA model based on these actions. Moloco's ML engine identified users with the desired purchasing activity, predicted following behaviors, delivered relevant ads, and improved ROAS performance.

Producing efficient and effective creatives
Moloco's creative insights improved and maintained excellent performance, utilizing video formats produced through creative analysis. The Moloco Studio team of data scientists, graphic designers, and campaign strategists created and optimized video content to maximize campaign performance by analyzing the campaign data from the Moloco Cloud DSP. This included augmenting in-game situations with relevant CTAs like "All In" and "Fold" to drive engagement.

Results

By leveraging Wonder People's first-party data and custom events with Moloco Cloud DSP, the custom campaign quickly achieved performance goals and surpassed expectations, hitting their ROAS KPIs during the first week. 

• Exceeded ROAS goal by 20%
• Secured high-value users at a 30%* lower CPI than other marketing channels
• Increased marketing budget after revenue increase from highly-targeted campaigns
• Data-driven creatives produced by Moloco Studio achieved a 30% decrease in CPI and a 100% increase in ROAS compared to other campaigns.

*US standard

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