Bricks Breaker Quest

For the launch of its puzzle game Bricks Breaker Quest, Mobirix needed to scale app visibility beyond South Korea to a global audience, while also maintaining strong return on ad spend (ROAS).

We centred our entire marketing strategy around Apple Search Ads and easily scaled revenue globally because customer intent is so strong.

The Solution

Invest at the top of App Store results.

To maximise iOS user acquisition, Mobirix invested exclusively in Apple Search Ads in all 60 available countries and regions for the launch. This enabled Mobirix to quickly test new markets, analyse performance, discover how to localise their strategy and optimise for efficiency. The focused investment paid off: 50 per cent of revenue on iOS for Bricks Breaker Quest can be attributed to Apple Search Ads.

Optimise performance with key insights.

In each market, Mobirix started with broad match and Search Match ad groups to increase impressions and discover high-performing search terms. These insights meant the most effective keywords could be added as exact match and helped to increase ROAS. Mobirix actively monitored campaign performance and adjusted bids to maximise impressions while improving cost per acquisition.

Amplify reach to capture customer intent.

The team at Mobirix did not apply any audience refinements to their Apple Search Ads campaigns in any market, helping them reach the widest audience and serve their ads to searches made by all users, including those with the Limit Ad Tracking (LAT) setting enabled. By also including re-downloads, they were able to re-enage players who had already shown interest in their games. This strategy helped them reach more casual gamers, attracting a global audience that mirrored the quality of organic downloads.