Every single year our performance marketing space is changing a lot, that's why we need to keep our strategies up-to-date. From the general rules in today's market and how to scale your app through performance marketing, when it's the right time to expand with more marketing channels and what are the most important metrics to keep in mind. In the next part, we will also cover how to decide if we are successful or not and when you know you are making good decisions.

1. SCALING GAMES WITH
PERFORMANCE
MARKETING
Award-winning Growth Partner for
Top Grossing Mobile Games

2. CONFIDENTIAL
Who am I?

3. CONFIDENTIAL
Hello! I’m
󰗝 Daniel Ryšan 󰗝
Sr. Committee | Marketing
@SuperScale
Over five years in-game/app business and marketing
globally. Currently work as a marketing expert at
SuperScale, where we launched 150+ titles with more than
100 partners.
/daniel.rysan
daniel@superscale.com
dankorysan
@danielrysan

4. CONFIDENTIAL
What is SuperScale
SuperScale is a Game Growth Platform
that
- identifies untapped growth
opportunities across all game
business verticals and;
- scales your game to its
maximum potential

5. CONFIDENTIAL
Table of Contents
1. What am I getting out of this talk?
2. Short UA Quiz
3. Channels Expansion
4. Who Should I Choose?
5. Where To Start
6. Creative Insights
7. Creative Winner Rate
8. Creative Iterations
9. Comparison of performance
10. Conclusions
11. Q&A

6. CONFIDENTIAL
We will show on concrete examples
1. Why expand to multiple UA channels
2. How to choose and launch a new one for your game title
3. How to understand the most powerful creatives
4. Why testing creative components and angles is the best idea
What Am I Getting Out Of This Talk?

7. CONFIDENTIAL
We will show on concrete examples
1. Why expand to multiple UA channels
2. How to choose and launch a new one for your game title
3. How to understand the most powerful creatives
4. Why testing creative components and angles is the best idea
What Am I Getting Out Of This Talk?

8. CONFIDENTIAL
Short UA Quiz
GROWTH THROUGH USER ACQUISITION

9. CONFIDENTIAL
Short UA Quiz

10. CONFIDENTIAL
Short UA Quiz

11. CONFIDENTIAL
Short UA Quiz

12. CONFIDENTIAL
Short UA Quiz

13. CONFIDENTIAL
Short UA Quiz

14. CONFIDENTIAL
Channels Expansion
GROWTH THROUGH USER ACQUISITION

15. CONFIDENTIAL
Majority Approach
Product

16. CONFIDENTIAL
Majority Approach
Product

17. CONFIDENTIAL
Majority Approach
Product

18. CONFIDENTIAL
Ideal (Recommended) Approach
Product

19. CONFIDENTIAL
Ideal (Recommended) Approach
Product

20. CONFIDENTIAL
Ideal (Recommended) Approach
Product

21. CONFIDENTIAL
Who To Choose?
GROWTH THROUGH USER ACQUISITION

22. CONFIDENTIAL
No one has a magic wand to know where the best
players are for your game.

23. CONFIDENTIAL
No one has a magic wand to know where the best
players are for your game.

24. CONFIDENTIAL
Where To Start
● KNOW YOUR MONETIZATION MODEL
○ Understand how your game monetize.
○ What is the share of iAPs and Ads revenue.

25. CONFIDENTIAL
Where To Start
● KNOW YOUR MONETIZATION MODEL
○ Understand how your game monetize.
○ What is the share of iAPs and Ads revenue.
● MAKE A LIST OF YOUR BIGGEST COMPETITORS
○ Choose at least 5 games that do better than you - not only in terms of revenue
generated, but also in UA / creative activities.
○ Make sure they are in your genre - that you share the same target audience.

26. CONFIDENTIAL
Where To Start
● KNOW YOUR MONETIZATION MODEL
○ Understand how your game monetize.
○ What is the share of iAPs and Ads revenue.
● MAKE A LIST OF YOUR BIGGEST COMPETITORS
○ Choose at least 5 games that do better than you - not only in terms of revenue
generated, but also in UA / creative activities.
○ Make sure they are in your genre - that you share the same target audience.
● COMPARE THE PREVIOUS 3 MONTHS OF THEIR UA ACTIVITIES
○ It is wise to compare the US - or only the T1 markets.
○ To identify a working channel, focus on the number of creatives tested per UA
channel.

27. CONFIDENTIAL
Pick The Channels (Puzzle Genre Example)
These projects carry out their UA activities here in September 2021:
Network benefits:
● Can create custom UA ads as part of campaign for free
● Multiple creative types (Dynamic, Videos, Playable,...)
● LTV & Audience Optimization
● Premium video supply

28. CONFIDENTIAL
Pick The Channels (Puzzle Genre Example)
These projects carry out their UA activities here in September 2021:
Network benefits:
● Can create custom UA ads as part of campaign for free
● Multiple creative types (Dynamic, Videos, Playable,...)
● LTV & Audience Optimization
● Premium video supply
● Game genre targeting option - unique
● Gender targeting option
● Option to run UA also for Amazon platform
● Free creative production for certain levels of spending

29. CONFIDENTIAL
Pick The Channels (Puzzle Genre Example)
These projects carry out their UA activities here in September 2021:
Network benefits:
● Can create custom UA ads as part of campaign for free
● Multiple creative types (Dynamic, Videos, Playable,...)
● LTV & Audience Optimization
● Premium video supply
● Game genre targeting option - unique
● Gender targeting option
● Option to run UA also for Amazon platform
● Free creative production for certain levels of spending
● Learning Technology, bids are constantly
optimized towards actions to maximize ROAS
● Modular platform with enterprise-grade API
integrations with over 15 partners

30. CONFIDENTIAL
Creative Insights
GROWTH THROUGH USER ACQUISITION

31. CONFIDENTIAL
Creative Learnings (Puzzle Genre Example)
Insights (Merge Mansion)
● Best performing angle across multiple ad networks
● 3D style / storytelling opening (50% of video duration)
● They are pushing for Landscape creatives on ad networks
● End cart together with CTA and catchy headline
● At the beginning of the video they want to evoke emotions

32. CONFIDENTIAL
Insights (Merge Mansion)
● Best performing angle across multiple ad networks
● 3D style / storytelling opening (50% of video duration)
● They are pushing for Landscape creatives on ad networks
● End cart together with CTA and catchy headline
● At the beginning of the video they want to evoke emotions
Insights (Township)
● At the beginning of the video they want to evoke emotions
● Landscape orientation is in favor of portraits
● Gameplay / features begin after 50% of the video's duration
Creative Learnings (Puzzle Genre Example)

33. CONFIDENTIAL
Insights (Family Island)
● Best performing style across multiple ad networks
● 3D style opening (40% of video duration)
● They are pushing for Landscape creatives on ad networks
● Simple game scene along with sound effects
Creative Learnings (Puzzle Genre Example)

34. CONFIDENTIAL
Insights (Family Island)
● Best performing style across multiple ad networks
● 3D style opening (40% of video duration)
● They are pushing for Landscape creatives on ad networks
● Simple game scene along with sound effects
Insights (Mergical)
● Important: they are not running UA in ad networks (only FB, UAC)
● Interesting approach combining 3 different angles in one video
○ 3D opening + more scenes
○ Upgrades / Features (for building)
○ Story selection (“Start a new life? - yes / no”)
Creative Learnings (Puzzle Genre Example)

35. CONFIDENTIAL
Creative Winner Rate
GROWTH THROUGH USER ACQUISITION

36. CONFIDENTIAL
How Often Do We Find New Winners?

37. CONFIDENTIAL
How Often Do We Find New Winners?
We move in the range of 12 %
Everything above 10% is suitable for most games

38. CONFIDENTIAL
How Often Do We Find New Winners?
We move in the range of 12 %
Everything above 10% is suitable for most games

39. CONFIDENTIAL
How Often Do We Find New Winners?
★ BEST CASE STUDY
○ Game Category:
■ Action

40. CONFIDENTIAL
How Often Do We Find New Winners?
★ BEST CASE STUDY
○ Game Category:
■ Action
★ Creative Analyzed
○ 173 (142 videos / 31 static images)

41. CONFIDENTIAL
How Often Do We Find New Winners?
★ BEST CASE STUDY
○ Game Category:
■ Action
★ Creative Analyzed
○ 173 (142 videos / 31 static images)
★ Creative Winner Rate

42. CONFIDENTIAL
How Often Do We Find New Winners?
★ BEST CASE STUDY
○ Game Category:
■ Action
★ Creative Analyzed
○ 173 (142 videos / 31 static images)
★ Creative Winner Rate

43. CONFIDENTIAL
Creative Iterations
GROWTH THROUGH USER ACQUISITION

44. CONFIDENTIAL
Creative Iterations And Their Examples
Examples of Component
➔ Game Characters / Units
➔ Weapons / Gear / Tools
➔ Game Buildings / Collectables
➔ Game Worlds / Backgrounds (example down below)
➔ Specific levels (e.g. winter level is different from summer)
➔ Interesting / Important game items
➔ Skins / Upgrades ...

45. CONFIDENTIAL
Creative Iterations And Their Examples
Examples of Component
➔ Game Characters / Units
➔ Weapons / Gear / Tools
➔ Game Buildings / Collectables
➔ Game Worlds / Backgrounds (example down below)
➔ Specific levels (e.g. winter level is different from summer)
➔ Interesting / Important game items
➔ Skins / Upgrades ...
Examples of Angles
➔ Animated video / Sketch (black&white)
➔ Real-Live-action / Off-Meta
➔ Pure Gameplay / Reward System Exploration
➔ Story Telling
➔ Challenges
➔ Tutorials
➔ Noob vs. Pro
➔ 3D visual / gameplay ...

46. CONFIDENTIAL
What Types Of
Components Make
The Most Impact?
GROWTH THROUGH USER ACQUISITION

47. CONFIDENTIAL
What Types Of Components Make The Most Impact?

48. CONFIDENTIAL
It’s super individual !l!
What Types Of Components Make The Most Impact?

49. CONFIDENTIAL
It’s super individual !l!
It is difficult to draw any precise conclusions because there are too many variables to
consider, such as the game genre, the look of the game, the strongest creatives, and so on.
What Types Of Components Make The Most Impact?

50. CONFIDENTIAL
It’s super individual !l!
From the experience and past results of several game genres, we can say that it is mostly:
❏ Skins / Upgrades
❏ Backgrounds
❏ Showcase of - weapons / game items / tools (based on a game)
❏ Game Characters / Cars (Units)
It is difficult to draw any precise conclusions because there are too many variables to
consider, such as the game genre, the look of the game, the strongest creatives, and so on.
What Types Of Components Make The Most Impact?

51. CONFIDENTIAL
Can Iteration
Outperform
The Original?
GROWTH THROUGH USER ACQUISITION

52. CONFIDENTIAL
Can Iteration Outperform The Original?
Yes, we've seen it several times !l!

53. CONFIDENTIAL
Can Iteration Outperform The Original?
Yes, we've seen it several times !l!
QUICK EXAMPLE
Original Background change v.1 Background change v.2

54. CONFIDENTIAL
Can Iteration Outperform The Original?
Yes, we've seen it several times !l!
AND THE WINNER IS:
Background change v.2

55. CONFIDENTIAL
Performance
Between Genres
GROWTH THROUGH USER ACQUISITION

56. CONFIDENTIAL
Comparison Of Performance Between Genres
Is there really a difference?l!

57. CONFIDENTIAL
Comparison Of Performance Between Genres
Is there really a difference?l!

58. CONFIDENTIAL
Comparison Of Performance Between Genres
Is there really a difference?l!
A BIG ONE !l!

59. CONFIDENTIAL
Comparison Of Performance Between Genres
Is there really a difference?l!

60. CONFIDENTIAL
Comparison Of Performance Between Genres
All these data are from United States only to get the best comparison possible.

61. CONFIDENTIAL
Conclusions

62. CONFIDENTIAL
Ad networks hide many opportunities that
need to be discovered and help you

63. CONFIDENTIAL
● BE OPEN MINDED TO EXPLORE
○ Learn from the best and don't be afraid of new things.
○ Understand what different channels can offer.
○ Test, test, test - the more the better, period!
Ad networks hide many opportunities that
need to be discovered and help you

64. CONFIDENTIAL
● BE OPEN MINDED TO EXPLORE
○ Learn from the best and don't be afraid of new things.
○ Understand what different channels can offer.
○ Test, test, test - the more the better, period!
● ALWAYS KNOW YOUR AUDIENCE AND THEIR BEHAVIOUR
○ Goal is to understand the acquired players, what they do in the game and when you
can expect profits from their behavior.
○ Your KPI’s (benchmarks) should be different per each GEO.
○ Plan multi-channel activities strategically.
Ad networks hide many opportunities that
need to be discovered and help you

65. CONFIDENTIAL
● BE OPEN MINDED TO EXPLORE
○ Learn from the best and don't be afraid of new things.
○ Understand what different channels can offer.
○ Test, test, test - the more the better, period!
● ALWAYS KNOW YOUR AUDIENCE AND THEIR BEHAVIOUR
○ Goal is to understand the acquired players, what they do in the game and when you
can expect profits from their behavior.
○ Your KPI’s (benchmarks) should be different per each GEO.
○ Plan multi-channel activities strategically.
● HAVE FUN !
○ Well-executed channels, along with creatives, are the best way to enjoy your work
more and more.
Ad networks hide many opportunities that
need to be discovered and help you

66. CONFIDENTIAL
Thank you so much!
󰛃Questions?󰛃
Sr. Committee | Marketing
@SuperScale
Over five years in-game/app business and marketing
globally. Currently work as a marketing expert at
SuperScale, where we launched 150+ titles with more than
100 partners.
/daniel.rysan
daniel@superscale.com
dankorysan
@danielrysan