Voodoo is a leading mobile game and app publisher headquartered in France known for iconic hits like Mob Control, Block Jam, Cup Heroes and Paper.io. When Voodoo was looking for new ways to scale Mob Control, they worked with the Unity team to diversify their UA strategy with Unity Ads, powered by Vector.
Voodoo Lead User Acquisition Manager Oguz Ayar explains how Vector helped drive even more growth for Mob Control, allowing them to achieve their KPIs at scale for their hybrid-casual hit.
Diversifying UA strategy with Vector
Voodoo has a long-standing working relationship with Unity, built on years of close collaboration to scale their hit games. Over the years, the Unity team has worked hand-in-hand with Voodoo to unlock new growth opportunities. Most recently, the Unity team recommended diversifying their UA strategy by leveraging the power of Vector through the Unity Ads Network.
With Vector, Unity's self-learning AI model, Voodoo reported improved campaign results at scale and successfully expanded their user base with high-quality users. In addition, Vector's accelerated learning process allowed Voodoo to optimize more quickly, fueling rapid growth.
Oguz shares, “Leveraging Unity Ads powered by Vector allowed us to drive better overall performance on our IAP ROAS campaigns on both platforms and maintain consistent scaling. In fact, our hybrid growth on Unity Ads has now reached a new peak we haven’t seen before.”
Optimizing campaign performance to drive growth
Through bi-weekly calls, Unity’s team of experts worked closely with Voodoo to monitor and optimize campaign performance. The Unity team provided ROAS goal recommendations to reach higher-value users and increase scale.
With strategic guidance from the Unity team, Voodoo initially launched their IAP ROAS campaigns in the US. After seeing strong performance, Unity recommended expanding into T2 and T3 geos.
“Once we opened the campaigns to additional regions, performance improved significantly across the board, allowing us to reach greater scale while still meeting our KPIs,” adds Oguz.
The Unity team recommended incorporating more standalone playables and creative packs into their campaigns. These optimizations led to immediate results, with Voodoo seeing higher conversion rates for their standalone playables.
Increasing incremental spend
Voodoo successfully achieved their key performance metrics at scale, leading them to expand their budget and increase overall spend on Mob Control.
Oguz adds, “We’ve now seen consistently strong, healthy growth in our IAP and Hybrid ROAS campaigns, with performance of our IAP ROAS campaigns substantially improving as Vector’s ML stack continues to roll out. We were able to maintain ARPU, Payer Rate and ROAS all while scaling, and as a result we’ve significantly increased our spend.”
Voodoo’s success with Unity Ads powered by Vector has not only accelerated growth for Mob Control, it has also paved the way for running more tests across additional titles, creating new opportunities for scalable growth.
"Since Vector started rolling out, we’ve seen our ROAS climb significantly on both Android and iOS, and we were able to boost our ad spend thanks to the increased efficiency and returns,” says Oguz. “It’s clear the Vector rebuild has changed the game for Unity, and we’re looking forward to seeing its impact on our other titles.”
