As a company, Gamebasics’ mission is to enable all football fans worldwide to have the chance to manage their favourite football team and lead them to glory. Gamebasics wanted to accomplish this by providing an authentic gaming experience that was social, casual and engaging for their users.
Their flagship title, Online Soccer Management, is a multi-platform game that is currently being played in 20 different languages and in more than 100 countries, all of which have a deeply rooted footballing heritage such as Brazil, France and Germany.
Gamebasics was intent on further developing their growth, paying a particular focus on targeting new markets that they hadn’t reached yet. Alongside this, the company was also keen to drive a larger volume of game installations at a targeted cost-per installation (CPI).
By adopting App Campaigns into their digital marketing strategy, Gamebasics was able to get the best value from each download. With set CPI targets now implemented, the use of Google’s machine-learning capabilities allowed the company to design a variety of ads across multiple formats without requiring any extra working hours.
“After a short period of testing, we were able to continue running only successful campaigns. We were seeing great results even in our harder-to-reach markets—in countries where it was normally quite difficult to acquire high-value users,” says Jordy Oosting, User Acquisition & Monetisation Manager for Gamebasics.
Through testing different combinations over a set period of time, Gamebasics could observe which ads were performing most efficiently and optimise their campaigns accordingly to focus on these successful aspects.
Alongside this, the company also selected 10 individual markets they wanted to expand into and shifted their approach and focus to specifically drive installations in these areas.
Gamebasics saw a rise of 400,000 in just 2 months in the number of Online Soccer Management installations they were generating. The company also achieved successful app growth in the 10 targeted markets it was looking for. Gamebasics succeeded in achieving these targets in an efficient, scalable manner because their average CPI following this approach was now 15% lower than it was on other channels they were using.
“After a short period of testing, we were able to continue running only successful campaigns. We were seeing great results even in our harder-to-reach markets—in countries where it was normally quite difficult to acquire high-value users.” Jordy Oosting, User Acquisition & Monetisation Manager, Gamebasics