“The playable ad was essential in scaling the campaigns from launch day.” The playable ad was essential in scaling the campaigns from launch day - accounting for 87% of the game’s installs with 2x the IPM of the video creative.Īll in all, the rigorous testing framework ironSource implemented for us in soft launch set the foundation for our worldwide launch success. We released EverMerge globally on May 6th with the playable ad. Eventually, we saw that one particular playable ad would be our golden ticket for scaling EverMerge during the global launch. ironSource then spent two weeks A/B testing and iterating the creatives.

Soon after, ironSource kicked off the creative soft launch - running multiple creatives simultaneously with a limited budget across several countries including, Netherlands, Sweden, Australia on iOS. Playworks showed us the mockups they made for the playable ads they wanted to run and shared best practices for scaling games through creatives, as well as benchmarks for puzzle games. ironSource’s in-house creative studio, Playworks, walked us through their plans for running a creative soft launch - so that by the official global launch day, we’d already know which creative would deliver the highest IPM. In the beginning of the year, we arranged for ironSource to visit our HQ in Seattle. From the start, we realized multiple teams on both ironSource’s side and our side at Big Fish would need to be involved in EverMerge’s launch, including creatives, product, R&D, and technical support. We’re a lean user acquisition team at Big Fish, in charge of managing a massive new game launch - so we knew we’d need support from our partners.Īs the launch date came closer, we reached out to the ironSource team, so we could align our user acquisition strategy. We started developing EverMerge back in 2019 and prepared to launch the game in late April. Read on for Sebastian’s story on how he and his team launched EverMerge worldwide with ironSource. Sebastien Petit is the Director of User Acquisition at Big Fish. Big Fish is a mobile game developer and publisher headquartered in Seattle, WA, with a regional office in Oakland, California, and is part of Aristocrat Leisure Limited.

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