Unlocking New Growth Strategies for Popular SLG Tower Defense Games in EU and US

Challenges：

ZombieParty is a hit tower defense and bullet shooting game in EU and US market, featuring various characters to form defenses. The game uses popular animal anthropomorphism and exaggerated humor, along with reimagined heroes from overseas films and anime to increase character recognition.

Target and Goals：

1. The product team seeks new channels to expand the user base in EU and US.

2. Balance optimization and acquisition costs to increase in-app purchases.

Strategies：

1. To target new traffic in the EU and US markets for one month.

2. To customizes a 5-dimensional user acquisition model, optimizing for different user behaviors.

3. To produce new layout creatives in order to highlight the game’s vibe, animation, and character IP, especially with film ties.

4. Optimize campaign timing to align with in-game promotions, launches, and events.

Results:

+160% Exceeds ROAS Target

+65% CPI Drops Below Goal

6x Significant increase in CTR