Players of Blade Idle find adventure on quests, completing dungeons to gain power and rewards. With Apple Search Ads campaigns across the Today tab and search results, the gaming app’s developer Mobirix boosted impressions and downloads while improving conversion rates and costs.
To maximize high-quality downloads globally, the team at Mobirix wanted to increase brand awareness with fans of idle role-playing games (RPG). The team needed to stay competitive in a crowded category across core markets, including Korea, Japan, Taiwan, and the U.S. They were focused on attracting the right audiences on the App Store to meet key performance indicators like optimizing cost-per-install and driving revenue.
Apple Search Ads plays a critical role in maximizing discovery of new games at the upper end of the marketing funnel with the Today tab ads and increasing downloads from users showing strong intent with search results campaigns at the lower part.