Gamos Mobile Limited, a Cyprus-based publisher, specializes in high-quality casual and free-to-play mobile games. Their portfolio includes popular titles like Mahjong 3!, Solitaire, and Sudoku, with over 20 million downloads worldwide.  

The Challenges  

Despite the success of Mahjong 3!, Gamos Mobile faced major hurdles in scaling its user base through playable ads. Creating playable ads that reflect core gameplay often requires in-house resources and technical expertise, making the process complex and time-consuming, which can delay campaign launches.

Additionally, adapting these ads to multiple platforms, such as Mintegral and AppLovin, Takes more time and effort, which makes it harder for Gamos Mobile to quickly reach interested users.

These challenges not only slowed user acquisition but also restricted ad spend efficiency, as underperforming creatives failed to justify budget allocation.  

The Solution

To overcome these challenges, Gamos Mobile partnered with Mindworks to develop customized playable ads for Mahjong 3! using its creative automation platform Playturbo.

The Mindworks team focused on the core "Mahjong" elements of the game, designing a user-friendly tutorial with clear feedback mechanisms to help users quickly understand the gameplay.

Key features of the solution included:

• - A simple four-step tutorial that allowed players to experience the gameplay without overwhelming them.
• - Rich audio and visual feedback, including ASMR-like sound effects for tile clicks, to enhance user engagement.
• - Clear guidance through full-screen dimming, lighting effects, hand indicators, and accompanying text to minimize cognitive load.
• - A single-threaded tutorial level that restricted interactions to a fixed area, ensuring user success and preventing distraction.

This tailored approach enabled Gamos Mobile to effectively demonstrate Mahjong 3!'s gameplay mechanics and appeal to potential users through playable ads.

The Results

The collaboration with Mindworks and the implementation of customized playable ads led to significant improvements in Mahjong 3!'s advertising performance:

• - Weekly installs of Mahjong 3! surpassed 14 million.
• - Playable ads accounted for over 65% of Mahjong 3!'s ad spend.
• - The ads were successfully deployed across multiple platforms, including Mintegral, AppLovin, Digital Turbine, Unity, and YouTube.

“Mintegral is currently one of our main user acquisition channels and the fastest-growing one. The Playturbo service enables us to quickly deploy new creatives and identify the top-performing ones, helping us reach our campaign KPIs faster and scale our spend more efficiently.”

——Victor

CEO, Gamos Mobile Limited

Gamos Mobile's success with Mahjong 3! underscores the power of tailored playable ads in casual gaming. By leveraging Mindworks' expertise and the Playturbo platform, Gamos Mobile overcame technical and time barriers, unlocking scalable user acquisition and ad efficiency.  

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