Brief:

• Huuuge Games boosted the scale of digital rewards for mobile gamers in a test of a new ad format introduced by Tapjoy, the mobile advertising and app monetization company said in an announcement shared with Mobile Marketer. Tapjoy's first multi-reward cost-per-engagement (CPE) format lets app publishers offer several rewards to gamers from the same offer.
• Huuuge Games, a developer of social casino games, increased the scale of user acquisition (UA) campaigns by 80% while exceeding its return on advertising spend (ROAS) by two times with the multi-rewards CPE, per a case study published by Tapjoy. The new ad unit also drives higher average revenue per user (RPU).
• Tapjoy’s multi-rewards CPE lets mobile users download apps and complete in-app objectives such as reaching a game level or completing an action in return for rewards in the host app. Multi-Reward Engagements are currently integrated with measurement companies Adjust, AppsFlyer, Singular and Kochava, and more metrics companies will be added shortly, per the announcement.

Insight:

Huuuge Games reported favorable results in its test of Tapjoy's multi-rewards CPE ad format, which aims to engage mobile users and boost the ROAS for advertisers. Huuuge Games first started testing CPE campaigns in 2018, and moved all of its marketing efforts to the CPE model, according to Tapjoy's case study.

The publisher was one of the first companies to test the multi-rewards CPE offers, which lets app developers run ads that combine multiple events in a single CPE ad from Tapjoy's offerwall. Offerwalls act like a miniature store in an app, listing offers that users can complete in exchange for an in-app reward.

The user experience (UX) is critical to app developers that seek to engage mobile users. App marketers prefer rewards that bring users deeper into an app, but taking them far into an app can lead to a higher drop-off rate because of the increased friction. As Tapjoy explains, its multi-reward CPE aims to reduce this drop-off by rewarding users at various points along their journey, giving them more chances to earn rewards and complete the highest-value offer.

Multi-reward CPE helps to improve retention in the host app by giving users more digital currency to spend in the app. Mobile users can earn rewards at their own pace, and see more information about their progress with each step. The new format has led to greater completion of CPE offers, more revenue and better user engagement while also reducing customer service requests, Sarah Chafer, EVP of global ad sales at Tapjoy, said in the announcement.