When scaling user acquisition for social casino, creative is both an opportunity and a challenge when balancing creative thinking with data-driven decisions. In this presentation, we will show how one of the top grossing social casino companies, HUUUGE Games, scaled their UA using both sides of the brain – art and science.

1. The Creative Evolution of a Mobile
Game from Launch to Maturity
Jon Gagnon – Head of Business Development

2. ESTABLISHED IN
2010
DATA CENTRIC
ROI & LTV UA
EXPERTISE
PINTEREST
MARKETING
PARTNER

3. Our Partners

5. VS

6. &

7. From Launch To Maturity Graph
Launch
Fatigue
Scale & Stability
Creative
Hacking

9. Launch/
Fatigue
Creative
Hacking
Scale &
Stability
Creative
Evolution
Art & Science Are Here For The Long Run

10. From Launch To Maturity Graph
Launch
Creative
Hacking

11. Creative Hacking- Art First
Egypt GreeceClassic Door Element

12. Creative Hacking – Science Winning Elements
Wins ReelsCoins 7’s/Wild

13. 3 Tests
Which One Overperformed?
X%
2.5X X 19X
+3% +38%
+53% +262%X%
X +9%
+7%
CPI
Payers Rate
# Of installs
D30 ROAS

14. Why?
Door Element Spinning Reels Jackpot
Auto Replay Video Ads Egyptian

16. 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

17. Creative Evolution
We identified that Video ads with
Egyptian elements or women figures
performed better

18. Creative Evolution
Evolution #1 Test same theme with different size (1X1-IG Size)

19. Creative Evolution
2nd Evolution- Try the Egyptian theme with a different Character (RA)

20. Creative Evolution
3rd Evolution- test a different theme with a female Character

21. Rules For Scaling
70%
20%
10%
% of creative usage
Exsiting winning creatives Evolution Hacking

22. From Launch To Maturity Graph
Fatigue

23. Rules For Fatigue
40%
20%
40%
% of creative usage
Hacking Evolution Top performing

24. Creative Hacking #2 - Classic Slots #Diamonds

25. Which One?
Creative Evolution #2

26. Creative Evolution #2 – Logo Video And Image

27. Creative Evolution #2 – IG & Vertical Video

28. From Launch To Maturity Graph
Scale & Stability

29. • Creative Hacking stage - get
both art &Science into the
thinking process
• Measure – down-the- funnel
events for creative
• Build a system to keep track of
the A/B testing
• Dedicate at least 10% of tests
to new materials
• Creative Evolution - once a winning
element is found, break it down to
additional tests
• When fatigue hits , use CRM and
creativity to get over the hatch
• Product can provide ideas to marketing
-> Vice-versa
Key Takeaways