Case Study
PLAYSTUDIOS uses ironSource Luna to scale Apple Search Ads campaigns and improve efficiency

PLAYSTUDIOS is a global gaming studio with a collection of award-winning social casino titles and a passionate community of loyal players.

The challenge

In parallel to successful cross-channel campaigns for MyKonami Slots within the US, PLAYSTUDIOS sought to increase their share of voice in a number of new global markets. Because scaling on Apple Search Ads had historically been a challenge, the team set their sights on a more efficient way to grow there.

The solution

PLAYSTUDIOS launched branded keyword campaigns for MyKonami Slots as well as competitor and general keyword campaigns to cross-promote other major titles within Canada, UK, Australia, and LATAM. Utilizing Luna Control’s marketing intelligence platform for this expansion enabled the team to hone in on the key efficiencies and opportunities they sought to successfully scale on Apple Search Ads.

The team used Luna Control as a single marketing data hub to unify all their cross-channel and Apple Search Ads data, and create custom visualizations by channel, geo, and core KPIs. This allowed them to quickly and easily understand their new campaign performance, from the activity level down to the individual keyword.

From that same platform, they were also able to streamline their campaign management actions, like bulk bid changes and keyword uploads, to quickly act on key opportunities and threats. And, using over-time graphs to monitor the impact of those changes, PLAYSTUDIOS ensured they were maximizing for efficiency and scale at all times.

"With Luna, we've scaled up to our highest Apple Search Ads spend to date"

- Andrew Bolich, User Acquisition Analyst at PLAYSTUDIOS

The results

In their new geo expansion on Apple Search Ads, PLAYSTUDIOS achieved:

  • 140% increase in spend while maintaining the highest recoup of any iOS channel
  • Higher D7 ROAS than any other platform
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