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Luna wins the award for ‘I wish I’d thought of that 2019’! They’ve produced a genuinely innovative tool & service that provides a new outlook for playable production.
Kwalee is a hypercasual games publisher, based in Leamington Spa, UK. In 2019 they published 13 games on app stores globally, but behind the scenes, they tested in the order of hundreds, and they know first hand the need for quickly getting to quality creatives. When they find their next hit, having the right creatives can be the difference between success or failure.
Jetpack Jump is a 3D game where users are challenged to jump and boost as far as possible to discover new worlds, and beat their high score.
Kwalee wanted to create playable ad which truly captured the game mechanics and artistic style of the original game, and to give users a real experience. They believed that having an ad which look and felt like the game, would lead to higher performance.
They had designed a number of in-game parameters that they wanted to test including call-to-action text, colours. and character jump speed.
Kwalee and Luna partnered to convert a Unity scene from Jetpack Jump, into a fully customisable playable ad.
Through Luna, Kwalee were able to create the highest performing creative asset for the game with millions of
$ ad spend across multiple ad networks. This allowed them to scale their user acquisition quickly and efficiently, taking the game to #3 in the US app store.
And as the creative captured the gameplay look and feel, it drove a 5-10% improvement in D1 retention.
Kwalee used the Luna Playground creative interface to iterate on the playable and localise the experience for different markets.
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