When Art Meets Science | Shay Gabay
•Download as PPTX, PDF•
0 likes•203 views
Delivered at Casual Connect Europe 2017. When scaling UA 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. Key takeaways: 1. Creative Hacking, 2. Creative Evolution, and 3. How to deal with creative fatigue?
More Related Content
Viewers also liked
Viewers also liked (19)
Similar to When Art Meets Science | Shay Gabay
Similar to When Art Meets Science | Shay Gabay (20)
More from Jessica Tams
More from Jessica Tams (20)
Recently uploaded
Recently uploaded (20)
When Art Meets Science | Shay Gabay
- 1. The Creative Evolution of a Mobile Game from Launch to Maturity Shay Gabay- Business Development Lead
- 2. ESTABLISHED IN 2010 FULLY MANAGED & SAAS SOLUTION 60+EMPLOYEES FACEBOOK MARKETING PARTNER INSTAGRAM PARTNER DATA CENTRIC ROI & LTV UA EXPERTISE TEL AVIV (HQ) SAN FRANCISCO SEOUL PINTEREST MARKETING PARTNER About Us
- 3. VS
- 4. &
- 5. From Launch To Maturity Graph Launch Fatigue Scale & Stability Creative Hacking
- 7. Art & Science Are Here For The Long Run Launch/F atigue Creative Evolution Scale & Stability Creative Hacking
- 8. From Launch To Maturity Graph Launch Creative Hacking
- 9. Creative Hacking- Art First Egypt GreeceClassic Door Element
- 10. Creative Hacking –Science Winning Elements Wins ReelsCoins 7’s/Wild
- 11. 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
- 12. Why? Door Element Spinning Reels Jackpot Auto Replay Video Ads Egyptian
- 14. 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
- 15. Creative Evolution We identified that Video ads with Egyptian elements or women figures performed better
- 16. Creative Evolution Evolution #1 Test same theme with different size (1X1-IG Size)
- 17. Creative Evolution 2nd Evolution- Try the Egyptian theme with a different Character (RA)
- 18. Creative Evolution 3rd Evolution- test a different theme with a female Character
- 19. Rules For Scaling 7… 20% 10% % of creative usage Exsiting winning creatives Evolution Hacking
- 20. From Launch To Maturity Graph Fatigue
- 21. Rules For Fatigue 40% 20% 40% % of creative usage Hacking Evolution Top performing
- 22. Creative Hacking #2- Classic Slots #Diamonds
- 24. Creative Evolution #2 –Logo Video And Image
- 25. Creative Evolution #2 –IG & Vertical Video
- 26. From Launch To Maturity Graph Scale & Stability
- 27. Key Takeaways • 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
- 28. Shay Gabay- Business Development Lead shay@Bidalgo.com
Editor's Notes
- OK if Dec is not complete Collect info – main goal is to come prepare to offsite and sign-off the teams Option to have sessions with Peli