World Series of Poker

World Series of Poker
grows customer base
around the world.

Playtika are data-driven marketers who leverage Search Ads to increase app visibility with engaged users across the globe for World Series of Poker, the #1 poker app in the US.

Goals

  • Improve visibility internationally.
  • Grow user base.

Strategy

  • Identify the most relevant keywords.
  • Optimize to attract quality users.

Results

  • An increase in high-quality installs.
  • Strong engagement levels from Search Ads customers.
  • Retention rates above average compared to other platforms.

World Series of Poker reaches quality, engaged users.

Playtika wanted to help more customers discover their app. With Search Ads, they were able to promote their flagship brand, World Series of Poker, and drive new user acquisition right at the top of App Store search results.

Visibility.

To scale their campaigns during peak game tournaments, Playtika used Search Match, a feature which automatically matches ads to relevant searches on the App Store and helps advertisers discover new keyword possibilities efficiently. Search terms coming from Search Match are reviewed for performance, and bids allocated in line with the opportunity.

“Search Ads has helped us continue to grow and stay #1 because of the visibility we get on the App Store — right when users are searching for games like ours,” says Jeet Niyogi, Playtika.

Relevancy.

Playtika found World Series of Poker users coming through Search Ads are high-quality. They are engaged, spend in the app and have strong retention rates; a combination that delivers a valuable return on ad spend.

"Search Ads is an extremely powerful product that has brought us high-quality users and engagement rates 10 percent higher than average compared to other paid channels,” confirms Niyogi.

Organic growth.

Insights gained from Search Ads keyword performance have been applied to the app’s metadata, improving organic performance, too. As Playtika discovers keywords where World Series of Poker performs well in Search Ads, they adjust their App Store product page to optimize rankings for organic results on those terms.

“We have quickly become the poster child for successful Search Ads campaigns at Playtika,” Niyogi says, “and are inspiring our other studios on best practices to generate the same level of quality users that we’ve seen for World Series of Poker.”

In fact, Playtika has already incorporated the best practices they learned from their Search Ads campaigns for World Series of Poker when launching campaigns for their other apps including Slotomania, Bingo Blitz, House of Fun, and Caesars Slots.

Search Ads has helped us continue to grow and stay #1 because of the visibility we get on the App Store — right when users are searching for games like ours.

Jeet Niyogi, Playtika

Company Snapshot

  • Playtika Ltd
  • World Series of Poker:
    Texas Holdem
  • 1500 employees
  • Based in Herzliya, Israel
  • www.playtika.com
  • Founded in 2010
  • App Store rating: 4+
View on the App Store