Success Story: How SuperPlay Achieved 100% ROAS with Gamelight's AI Algorithm
The mobile game developer SuperPlay utilized the advertising platform Gamelight to promote two of its key titles. Here's a look at their collaboration.
About the Collaboration
The partnership between SuperPlay and Gamelight began in 2022. The developer engaged the advertising platform for promoting Dice Dreams and Domino.
- Dice Dreams — a dice game for a casual audience;
- Domino Dreams — a mix of mahjong and solitaire, using dominoes instead of cards.
One of the key features of Gamelight is the ROAS Algorithm. It allows for the identification of users who are most likely to make in-game purchases. This AI solution analyzes relevant user information, such as:
- in-app behavior;
- vertical;
- engagement;
- behavior in competitor apps;
- demographics.
During the joint efforts of SuperPlay and Gamelight in promoting Dice Dreams and Domino Dreams:
- data from 2 million iOS and Android users in 11 countries, including the USA, UK, France, Japan, Canada, Australia, and Italy, were analyzed;
- 38 in-game events with infinite postbacks were launched, including dynamic events for each level's completion;
- advertising budget with Gamelight increased to $500,000 per day.
Dice Dreams
Results of the Collaboration
The primary focus of the collaboration was on the promotion of Dice Dreams. The results exceeded SuperPlay's expectations:
- monthly ARPU from versions of Dice Dreams downloaded from Apple App Store and Google Play increased by 15%;
- the monthly ARPU of purchased traffic via Gamelight was 38% higher than traffic acquired by SuperPlay via other channels;
- SuperPlay achieved 100% ROAS profitability while working with mature cohorts;
- thanks to a predictive AI model that identified users with the highest LTV potential, ROAS ranged up to 212% between days 7 and 30, reaching 508% by day 180;
- the game's revenue increased by 32%, and activations grew by 24% during the Christmas period after linking Dice Dreams’ in-game events to Gamelight's special rewards system.
As for Domino Dreams, Gamelight became one of the main advertising platforms for its scaling. The platform accounted for 35% of all game downloads in the USA, more than all other channels used by SuperPlay combined.
Notably, the amount of suspicious traffic when attracting a loyal audience from all categories prone to fraud was less than 0.5%. This low percentage is explained by Gamelight's proprietary four-tier protection system that blocks users engaged in suspicious activity. In addition, SuperPlay also used AppsFlyer's Protect 360 to analyze clicks and installs.
