Players’ Lounge
Intelligent campaign structuring and tailor-made creatives for high-stakes campaigns
Overview:
Players’ Lounge is a home for gamers looking to play their favorite video games for money against friends or strangers in head-to-head matches. The platform offers those that aren’t already pro gamers or streamers the opportunity to raise the stakes and make money while indulging their passion for gaming.
The Challenge:
Players’ Lounge had seen some early growth via organic channels, but had begun to plateau in their early steps to unlock growth via paid channels. They had realized that they wanted to grow their user base quickly, – but they also wanted to ensure they did this sustainably and profitably.
"We unlocked some massive scale in the last few months thanks to the aggressive creative ideation, testing and iteration by RocketShip HQ. The volume and variety of creative they produce is staggering. RocketShip HQ has been a true partner in our ongoing growth. Our business has changed for the better. I’d recommend them to any friend scaling their business."
Zach Dixon Co-Founder at Players’ Lounge
Co-Founder at Players’ Lounge
The Approach:
RocketShip HQ began by testing performance on a limited set of lookalike audiences on Facebook. As we saw strong cost per purchase data, we diversified our audiences – targeting different lookalikes of behavioral events (users who liked us on Facebook & Instagram, users who made repeat purchases, etc.).
Once we started to see strong performance across a broad range of audiences, we adopted Campaign Budget Optimization (CBO) to scale efficiently while distributing spend cost-effectively among audiences. We saw a 75% lower cost per purchase when using the feature for our test campaigns. We also have a published case study on Facebook for our efforts with testing the CBO feature.
We also built and ran a variety of creatives (particularly UGC based creatives), all of which were designed specifically for viewing on mobile devices. We followed best practices for mobile-first creative by keeping the runtime under fifteen seconds, including prominent branding and using text overlays that made the videos understandable even with the sound off. We also used Dynamic Creative Optimization and Automated App Ads (AAA), which let Facebook’s algorithm automatically choose the best performing headlines and messaging for each ad. We scaled our AAA campaigns as these delivered the lowest cost purchases as compared to the non-AAA campaigns.
Once we’d scaled on Facebook, we expanded to Google UAC campaigns on Google that were optimized for in-app events, and Snapchat where we tested multiple audiences based on interests and lookalikes. Based on intelligent account structuring on Google and tailor made creatives on Snapchat, we were able to unlock further scale across the board.
All through, we worked closely with the Players’ Lounge team to review and monitor not just their cost per first depositor, but also the retention of users who came in to play the different games on their platform.
The result was massive growth in ad spend and first time deposits, while reducing the cost per unique depositor – which laid the foundation for sustainable, ongoing growth of the platform.
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