Re-engagement Campaign for a Social Casino Trumps Results from Competitors

Huuuge Games is a global developer and publisher of free-to-play web and mobile games. Its flagship title, Huuuge Casino, allows users to play 100 different casino slot machines and was the first to introduce clubs to the social casino concept.

Huuuge Casino already has 2.4M monthly active users worldwide – putting it at the top of Google Play social casino rankings in more than 60 countries – but the company launched a retargeting campaign with RTB House in 2021 in order to increase revenue and bring sustainable growth.

One of the great challenges for any online game is keeping players engaged over a longer period of time. Lapsed users are those that have the app but are no longer paying for boosts and other in-game content. As these players have already proven a willingness to pay for content, they are of great value if they can be enticed back to the game with the right incentives.

RTB House was tasked with meeting ambitious KPIs, while going up against several established and active retargeting providers for Huuuge Games, in order to bring these lapsed players back to the fold. This required tailored campaigns for different user segments, and adjusted the bidding model to maximize revenue generation in each segment.

The three key elements of the campaign were the technological advantage from Deep Learning algorithms, high-quality creatives designed to fit the game, and close cooperation between the RTB House and Huuuge Games teams

• Deep Learning-powered campaigns use massive amounts of data, both internal and provided by the client, to achieve results and then constantly and autonomously improve. Performance was monitored daily to ensure progress
• Creatives were designed by a dedicated in-house team and then tested to find the best size, format, and content combinations. Creatives performance was measured with metrics like CR and CTR
• Cooperation between the team ensured success. Huuuge Games were fully transparent and eager to test new ideas. Regular catch-ups helped the RTB House team to deeply understand the client’s ongoing needs

Within three months, RTB House became the most effective retargeting partner of Huuuge Games, and the only provider to exceed expected KPIs on iOS (post iOS 14 launch).

ROAS goals were exceeded by up to 3-4 times, depending on the user cohort, in the first two months. As the campaign rapidly progressed, it was rapidly scaled up and Huuuge Casino saw a 3.3 times increase in the number of paying players and revenue from this group grew 2.6 times.

This success opened the door to the second flagship game, Billionaire Casino, where RTB House continued to demonstrate great results.