Powerplay

Scaling player acquisition without sacrificing performance

Powerplay needed a creative strategy that could help Post Apo Tycoon acquire more paying players while keeping acquisition costs under control.

The challenge was to develop fresh creative concepts that could consistently deliver results, maintain performance as advertising budgets increased, and support the game's continued growth.

Turning creative insights into scalable performance

Scrolling Studio developed a creative strategy combining UGC and animated ads, testing different concepts to identify which messages and formats resonated most with players.

One concept, What's Behind the Fog, quickly emerged as a winner. We built on its success by developing new creative variations while continuing to test fresh concepts and messaging.

By analyzing performance and refining our creative approach, we focused production on the concepts that delivered results. This allowed us to continuously improve advertising efficiency while introducing new creatives to support increasing media investment.

Lower acquisition costs, even as budgets increased

• More efficient acquisition: Our creatives achieved at least 26% lower cost per purchase compared with other ads running in the same accounts.
• Stronger advertising returns: The creative strategy delivered over 40% higher ROAS, improving the efficiency of advertising spend.
• Scaling without sacrificing efficiency: Between April and August, monthly advertising spend increased by 129%, while monthly purchases doubled. Throughout this growth, our creatives continued to deliver strong acquisition performance, helping Powerplay scale without sacrificing efficiency.
• A winning creative strategy: What's Behind the Fog remained the leading creative concept throughout the partnership, demonstrating how a successful idea can continue delivering results through ongoing creative development and optimization.

Build on winning concepts and explore new creative angles

The results demonstrated how continuous creative testing can support growth while maintaining advertising efficiency.

Building on the success of the winning concepts, the next opportunity is to explore fresh messaging, develop new creative variations, and continue testing UGC and animated formats.

This approach allows Powerplay to keep its advertising fresh while building on the creative insights that have already demonstrated strong performance.