Township is not really a city building game because the layout and city planning does not have any impact on the outcome. After that, they started to follow PlayrixвЂ™s playbook and with the production and marketing expertise along with the funding to carry on marketing activities, Vizor doubled KlondikeвЂ™s monthly revenues from $7M to $15M. Vizor-Klondlike Adventures:In August 2019, Vizor received an investment from Playrix and built a strategic partnership. (Finding the high performing creatives with multiple iterations and then creating playable ads supported with the relevant in-game content and store page changes) Playrix managed to get more than 850 million new installs in 2019 which was higher than the sum of all previous years. Playrix - Township: Skyrocketed in installs not just with Township but all successful titles in their portfolio by following a new UA and creative strategy. The market was dominated by Supercell with Hay Day since 2012 but starting from early 2019, there are 2 publishers standing out in competition: п»їEven though it is a lucrative market, there has not been many changes in the top games until 2019. The following playable ad and their variations were the best performing ads in all networks and running for 2 months since July. This is what we call вЂњfake gameplayвЂќ - meaning depiction of gameplay that doesnвЂ™t portray the game marketed in any way or shape. Playrix has been trying out many interstitials, banners, videos and playable ads based on solving puzzles/saving animals by moving the pins in the right order. After these players are retained for a few days the LTV is optimized through successful live service management aka. Retaining the acquired users with a mini-game: If the hero creative/or playable ad involves a fake gameplay, it is added as a minigame to the events or core mechanics until the player is hooked in with the real in-game content. This leads to a higher CTI (Click Through Installs) and conversion rates in app stores since the players who viewed and tapped the ad see a similar content in the store page - even though the ad originally was just a fake gameplay.

Optimization of the storefronts: After a вЂњhero creative/or the main playable adвЂќ is selected, Playrix changes the app icons and the first screenshots in the app stores to reflect a similar message with the ads. This allows them to optimise the number of clicks and app store visits resulting in higher CTRs (Click Through Rates) Mastering of ad creatives: Playrix regularly tries out new creatives (mostly playable ads) based on the popular and trending ad creative themes or gameplays (even fake ones). HereвЂ™s how Playrix improves the marketability of their games: Their performance marketing teams are clearly involved in the product development process and seem to even sometimes give direction based on the market trends to maximize the acquisition of new players. What Playrix excels in optimizing the IPM.

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