Game developer responsible for hit games such as “Daily Themed Crossword” and “Word Wars".
PlaySimple Games is a mobile game developer based in Bangalore, India. The company is responsible for hit games such as “Daily Themed Crossword” and “Word Wars,” with millions of downloads on both Google’s Play Store and Apple’s App Store.
To market its titles on mobile devices, PlaySimple utilizes the latest available technologies. As such, the company is an early adopter of Facebook’s Automated App Ads (AAA), a new addition to the social publisher’s toolset for marketers. Among the core features of AAA, there’s dynamic creative optimization, which generates ad variations from provided image, video, and textual assets.
To ensure high performance of the dynamic optimization engine, PlaySimple needed a way to analyze and manage their creative assets, providing AAA with the best possible ingredients for success.
In Bidalgo’s Creative Center, PlaySimple found a trusted way of analyzing and managing creative assets. Using the unique creative-centric approach within the Bidalgo platform enabled PlaySimple to track the performance of each creative over time, including clear representations of quality and impact each asset makes to the activity.
This, in turn, helped PlaySimple with creative production, as User Acquisition teams were able to point to specific assets when making a creative production brief for the visual artists.
All in all, Bidalgo’s Creative Center created a full-funnel optimization loop for the most important asset of AAA activity — the ad creative.
Aside from the overall satisfaction with the capabilities provided by the Creative Center, PlaySimple was able to achieve demonstrable improvement using it.
In one of PlaySimple’s apps, Between January and March 2021, the average time underperforming creative was allowed to expand money was reduced by 41%. In other words, PlaySimple was able to detect underperforming assets faster than before.