Nexters Kickstarts Expansion to Android Users with 7/0 Delivery Optimization on Snapchat

Wrangling Android users: The Journey of Nexters

Nexters, a Cyprus-based international game development company, has made a remarkable impact on the global gaming industry, creating a major hit title in "Hero Wars” and capturing the dedicated enthusiasm of millions. Their ability to create engaging, high-quality games that appeal to a broad audience has been a key factor in their success.

Leveraging social and mobile platforms, Nexters has effectively reached a wide base of paying users (payers) on iOS. Expanding to Android users on Snapchat to create a balanced user audience posed a significant challenge to support their growth strategy. Nexters needed a fresh approach to capture untapped market segments.

Continuous Innovation: The 7/0 Optimization Window

The solution to their dilemma arose in the form of a test for the Android 7/0 Optimization window for App Purchase, a significant shift from their previous 28/1 optimization strategy.

7/0 optimization focuses on acquiring users who are likely to make in-app purchases within the first seven days of viewing the ad on Snapchat. This approach allows for real-time optimization of campaigns to accumulate early revenue, targeting the most promising users right from the start.

Refining their attention to the crucial early days post-ad view enabled Nexters to tap into a more engaged and valuable user base.

Confident Gain: The Impact of 7/0 Optimization

The results of the 7/0 optimization window were remarkable for Nexters' Android performance on Snapchat. A breakdown of the key metrics:

• Install Amount and CPIs: The 7/0 optimization window generated 19% more installs with an 18% lower cost per install (CPI) compared to the 28/1 strategy.¹
  Takeaway: a more well-structured acquisition process, drawing in a substantial number of users at a lower cost.

• Purchase Amount and CPPs: There was a 36% increase in purchases at a 36% lower cost per purchase (CPP) with the 7/0 strategy.¹
  Takeaway: targeting users who are likely to make purchases early on leads to a sustainable growth rate and cost savings.

• Payers and CoPs: The number of payers increased by 17% with a corresponding 17% reduction in cost of payer (CoP).¹
  Takeaway: This highlights the efficiency of the 7/0 window in attracting more users willing to spend money within the app.

Future Application: A Blueprint

Diversifying the strategy to target Android users with a 7/0 optimization strategy not only provided meaningful insights about the previously unreached audience, but also demonstrated the importance of timely user engagement. Focusing on the initial week post-ad view allowed the Nexters team to better predict user behavior and optimize their campaigns faster and earn more valuable conversions.

Nexters' story underscores the importance of continuous experimentation and adaptation in marketing strategies. For companies looking to replicate Nexters' advanced marketing approach, the key takeaway is clear: Engage early, and be prepared to pivot your strategies based on real-time data.