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Rescue Cut Case Study

Success Story: Rescue Cut & User Acquisition

Posted Jan 6, 2022

Hypercasual is certainly one of the gaming genres that has a wide audience with various demographics that enjoy playing. Their simple UI with an easy interface lowers a barrier for publishers to make the game but then it boosts high competition within this genre, and it’s surely not easy to survive when numerous new games are released every day.

Introducing Rescue Cut – Nazotoki Escape Game by ITI Co., Ltd., the Japanese publisher that achieved 100 million downloads only 8 months after its release and that is still popular with their audience today. The simple yet addictive game wasn’t only successful in Japan; ITI drove global reach with their creativity, speed, scalability, and fun, of course! Users enjoy the simple UI and easily adaptable user experience once they play the game.

ITI aimed to acquire as many users as possible, not only users in Japan, but the entire world including the U.S., U.K., and Asia markets. Placing the right ad creatives, at the right moment and in the right place, were the main challenges ITI faced when reaching the global audience. They wanted to go beyond traditional UA strategies.

AdColony advised ITI to create two engaging creative types that would lead users to the install page at a higher rate. One ad type is a tutorial ad, known as a tutorial playable ad, which looks like a playable ad, but as soon as the user interacts with the ad, it leads to the app store.

The other is a guided install ad that has a ‘Play Now‘ or ‘Install Now’ button at the top of the video creative, which drives clicks as well. Moreover, optimization of targeting apps increases the install rate as it matches the type/nature of our inventory apps.

As a result, CTR of the guided install playable increased by an average of 32%, above that of normal creatives, the eCPM increased by an average of $3, and the install rate increased by an average of 1%. That being said, these guided install playables are still one of the best performing creatives today.

“We appreciate the fast and helpful communication with the AdColony team, where it’s remarkably nice to get a response in only a few minutes! Every minute matters in our industry to earn more revenue.” — Otomo Masaki, Chief Brand Officer

Overall, ITI Co., Ltd. achieved tremendous success in user acquisition and continues to work with us to level up their optimization. Check out the results and actual creatives in the full report below!

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Yoohyun (Karen) Kim
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