when art meets science | shay gabay
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WHEN ART MEETS SCIENCEThe Creative Evolution of a Mobile Game from Launch to MaturityShay Gabay- Business Development Lead
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ESTABLISHED IN 2010FULLY MANAGED & SAAS SOLUTION60+EMPLOYEESFACEBOOK MARKETING PARTNERINSTAGRAM PARTNERDATA CENTRIC ROI & LTV UA EXPERTISETEL AVIV (HQ)SAN FRANCISCOSEOULPINTEREST MARKETING PARTNERAbout Us
Art VS Science
OK if Dec is not completeCollect info main goal is to come prepare to offsite and sign-off the teamsOption to have sessions with Peli
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Art & Science In UA
From Launch To Maturity GraphLaunchFatigueCreative EvolutionScale & Stability Creative Hacking
Thank You
Art & Science Are Here For The Long Run
Launch/FatigueCreative EvolutionScale & Stability Creative Hacking
From Launch To Maturity Graph
LaunchCreative Hacking
Creative Hacking- Art First
EgyptGreeceClassicDoor Element
Creative Hacking Science Winning Elements
WinsReelsCoins7s/Wild
3 TestsWhich One Overperformed?
X%2.5XX19X+3%+38%+53%+262%X%X+9% +7%CPIPayers Rate# Of installsD30 ROAS
Why?
Door ElementSpinning ReelsJackpotAuto ReplayVideo AdsEgyptian
Tools To Succeed
Aim for Down-the-funnel events
Designers should understand DR terms
Build a system around creative to make sure you are covering multiple A/B testing
Creative EvolutionWe identified that Video ads with Egyptian elements or women figures performed better
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Creative Evolution
Evolution #1 Test same theme with different size (1X1-IG Size)
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Creative Evolution
2nd Evolution- Try the Egyptian theme with a different Character (RA)
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Creative Evolution3rd Evolution- test a different theme with a female Character
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Rules For Scaling
From Launch To Maturity GraphFatigueCreative Evolution
Rules For Fatigue
Creative Hacking #2- Classic Slots #Diamonds
Which One?Creative Evolution #2
#Of installs=225XPayers Rate+400%D30 ROAS+1600%
Creative Evolution #2 Logo Video And Image
Creative Evolution #2 IG & Vertical Video
From Launch To Maturity GraphCreative EvolutionScale & Stability
Key TakeawaysCreative Hacking stage - get both art &Science into the thinking processMeasure down-the- funnel events for creativeBuild a system to keep track of the A/B testingDedicate at least 10% of tests to new materialsCreative Hacking stage- get both art &Science into the thinking processMeasure down-the funnel events for creativeBuild a system to keep track of the A/B testingDedicate at least 10% of tests to new materials Creative Evolution- once a winning element is found, break it down to additional testsWhen fatigue hits , use CRM and creativity to get over the hatchProduct can provide ideas to marketing -> Vice-versaCreative Evolution - once a winning element is found, break it down to additional testsWhen fatigue hits , use CRM and creativity to get over the hatchProduct can provide ideas to marketing -> Vice-versa
THANK YOUShay Gabay- Business Development [email protected]