Gamers protect their castle against monsters and bosses in Rush Royale: Tower Defense TD. The developer of the app MY.GAMES increased impressions, acquisition, and revenue with Apple Search Ads campaigns across the Today tab, the Search tab, product pages, and search results.
To scale acquisition growth to new markets, the MY.GAMES team wanted to increase brand awareness with a range of audiences. They needed to scale app discovery and reach players on the App Store interested in both casual and strategic gameplay. MY.GAMES also focused on optimizing for efficiency and maximizing revenue during key seasonal and marketing moments with the help of campaign management partner SplitMetrics.
From the start, Apple Search Ads has been a valuable iOS acquisition channel that exceeded our expectations. Now, the unique combination of campaigns across the Today tab, the Search tab, product pages, and search results delivers scale, strong return on investment, and players with high lifetime value.