Gogii Games

Scaling acquisition through a major game transition

Gogii Games was preparing to transition from Virtual Villagers 6 to Virtual Villagers 7 while significantly increasing its advertising investment.

The challenge was to maintain strong acquisition performance during the transition, identify creative concepts that could scale, and develop fresh ads for the new game without losing the momentum of existing campaigns.

The team needed a creative strategy that could support both games while expanding into different advertising formats and channels.

Turning winning creatives into a scalable strategy

Scrolling Studio developed a creative strategy combining UGC, animated videos, and playable ads to identify the concepts and formats that resonated most with players.

Through structured testing, one of our initial Meta creatives quickly emerged as a winner. We built on its success by developing new variations, testing fresh concepts, and refining our creative approach based on performance.

As Gogii Games transitioned from VV6 to VV7, we continued optimizing the existing winning creatives while introducing new concepts for the upcoming game. This allowed the team to maintain acquisition momentum as advertising budgets shifted toward VV7.

We also expanded the strategy into playable ads, creating interactive experiences that allowed players to engage with the game before installing it.

Stronger performance through the VV6 to VV7 transition

• More efficient acquisition: Our leading Meta creative achieved 36% lower cost per purchase than the strongest comparable in house creative, while maintaining significant advertising volume.
• Scaling through the transition: Between June and August, Gogii Games increased its monthly advertising budget by 247% while transitioning from VV6 to VV7. Our creative strategy supported this growth by maintaining proven campaigns while introducing fresh concepts for the new game.
• A winning creative strategy: One of our initial creatives became the account's top performing Meta ad for three consecutive months. It continued delivering results as VV6 campaigns were gradually phased out and new VV7 creatives went live.
• Stronger playable performance: Our playable ad achieved 5.3 times the average CTR of competing playables, demonstrating the value of interactive creative formats in driving player engagement.

Build on winning concepts across new formats

The results demonstrated how a consistent creative strategy can support growth even during a major game transition.

Building on the success of the winning Meta and playable ads, the next opportunity is to develop fresh creative variations for VV7 while continuing to test new messaging, gameplay scenarios, and interactive experiences.

Combining proven concepts with ongoing UGC, animated, and playable creative testing provides a foundation for maintaining acquisition efficiency as advertising investment increases.