The leading mobile game developer in the CIS region, @Playrix is also the second-highest-grossing game publisher in Europe. To date, it has released three free-to-play hits: Township, Fishdom and Gardenscapes.
@Playrix was looking for effective channels for re-engaging users who had installed its Township and Fishdom games and made an in-app purchase, but had been inactive for some time.
@Playrix ran re-engagement campaigns on Twitter to reach its lapsed but potentially high-value users across dozens of markets. A re-engagement campaign on Twitter lets you combine strong targeting with calls to action to open your app directly from within a Tweet.
Mobile measurement partner TUNE was able to provide @Playrix with data on consumer behaviour such as app opens and in-app purchases. @Playrix then segmented these consumers into three groups, according to how much they might pay. With Tailored Audiences, it targeted these groups via Twitter.
@Playrix customised its campaign to each target group, and refreshed its creative regularly, using images and video that reflected its most recent game updates.
By choosing to run its campaign across the Twitter Audience Platform, @Playrix extended its reach beyond Twitter and into a network of thousands of mobile apps and sites.