Murka

Appier and Murka's Journey: Success across three social casino titles

Since October 2022, Appier's AIBID solution has stood as Murka's top-performing partner for their social casino games. Following the success of the campaign for Scatter Slots, Murka extended its collaboration with Appier to subsequent titles, Slots Era and Texas Holdem. Leveraging insights from previous campaigns, Appier accelerates optimization, consistently delivers stable ROAS rates, and distinguishes itself among Murka's vendor portfolio.

Scatter Slots: Scale Up with Sustaining ROAS Growth Amidst Seasonality

In the dynamic landscape of online gaming, in order to achieve a better campaign ROI, Murka embarked on their journey with Appier, starting with Scatter Slots as their initial venture. By identifying users with a high likelihood of purchasing in the social casino gaming genre, Murka achieved an impressive 368% growth amidst seasonal fluctuations, effectively scaling up and stabilizing ROAS. The optimization of their AI model involved meticulous monthly assessments, driven by data insights from MMP and BI, enabling optimal resource allocation and maximizing ROI. Additionally, through the utilization of also-like purchase ad groups within the same gaming category, Appier was able to assist Scatter Slots in identifying high-ROAS user groups and consequently acquiring them.

During the holiday season, Murka strategically optimized its CPI, harnessing the power of mobile-web inventory with 4x higher impressions and 6x higher purchase rates compared to traditional channels, thereby reshaping industry benchmarks in online gaming.

Slots Era: Synergistic Campaign Optimization Propels Success

Building upon the triumph of Scatter Slots, Murka's Slots Era campaign showcases the transformative impact of collaboration and strategic optimization. Accelerating one week faster than average and leveraging insights from its predecessor, Murka demonstrated its unwavering commitment to efficiency and ROI-driven strategies, achieving a notable 11% reduction in CPI and surpassing its ROAS goal within a month. The synergy achieved through collaboration with Appier across multiple products propelled Murka's trajectory, utilizing insights from the Scatter Slots also-purchase list to expedite learning and enter the ROAS optimization stage by Week 5. The campaign's progression unfolded through distinct stages, starting with a comprehensive sampling phase aimed at gathering vital data. Transitioning into the post-November optimization stage, Murka's strategic focus on CPI reduction and prioritization of high-performing mobile-web traffic sources yielded exceptional results, maintaining well-beyond-target ROAS.

Insights into Social Casino Game User Behavior and Creative Preferences

Murka's meticulous inventory and creative analysis unveil crucial insights into user behavior and creative preferences. Users passionate about online entertainment exhibited higher order values, whereas the majority of traffic comes from those engaged in online communities. Additionally, users who acquire knowledge through online resources are more likely to install. This understanding fueled targeted strategies aimed at enhancing user engagement and acquisition. Creative elements embodying the concept of Wealth through Luck drive higher impressions, installs, and conversion rates, emphasizing the significance of strategic creativity. The preference for horizontal ads highlights the importance of creative placement and format selection in maximizing engagement and conversion rates.

Nurturing a Long-Term Partnership for Continued Success

Building on the success of our collaboration across two social casino game titles, Appier  successfully onboarded the new game, Texas Holdem, in November. Leveraging past experiences, Appier will continue to assist Murka in acquiring high ROAS users and achieving marketers' ROI goals for this game. 

"Appier's solution effectively stabilizes and elevates our ROAS, underscoring the power of data-driven insights. We anticipate further success as our partnership evolves,” said Kazimierz Merklejn, Murka's Programmatic User Acquisition Manager.

Looking ahead, Appier remains committed to driving innovation and excellence with Murka, empowering continued growth and shaping the future of social casino gaming together.