Players
challenge fate.
Heaven Burns Red
attracts new players.

In addition to search results campaigns, the Wright Flyer Studios team invested in ads on the Today tab to drive app discovery with more potential gamers. With Today tab ads, they positioned their brand prominently on the front page of the App Store, where hundreds of millions of people go every week to discover and download apps. The team monitored key performance indicators like cost-per-install to adjust bids and stay competitive.

“Our Today tab delivered a strong volume of downloads while driving a cost-per-install that was 58 percent lower than other ad platforms,” says WFS, Inc., Senior Manager of Marketing Kosuke Kato. To further boost reach and connect with new audiences, the team also invested in ads on product pages which appear at the top of the You Might Also Like list to users who have scrolled to the bottom of relevant product pages. Download volume from the Today tab and product page campaigns accounted for 40 percent of total downloads driven by Apple Search Ads.

With ad variations based on tailored custom product pages set up in App Store Connect, the Wright Flyer Studios team was able to better capture the attention of potential players. They highlighted famous characters (Angel Beats!) in these customized ads to appeal to the widest audience possible. Players who tapped these ads landed on a custom product page with relevant ad creative highlighting these characters, gameplay, and app features — offering audiences a seamless experience.

“In the first year after our game launched, Apple Search Ads helped us drive strong acquisition, especially with players searching for our brand terms,” says Kato. “With custom product pages, we were able to optimize our creative approach and offer more relevant App Store experiences for different customer groups. This resulted in better efficiency, too: The cost-per-install was 40 percent lower compared to the default ad.”