ATLAS:EARTH

The Objective

Attracting Engaged, Long-term Players

ATLAS:EARTH is a unique location-based mobile game that blends "metaverse style" digital property acquisition with real world elements and a virtual economy. The game incorporates the dynamics of rewarded gaming, where players purchase virtual land that passively earn them virtual rent they can redeem for real money, gift cards and more.

Rewarded gaming refers to games that offer players tangible rewards, such as cash or gift cards, for their in-game activities. ATLAS:EARTH allows players to become virtual landowners, compete for titles like Mayor or Governor, and earn "virtual rent" from their properties.

The game uses Atlas Bucks for transactions, which can be acquired through in-app purchases, ad views, and other in-game activities. This diverse monetization strategy ensures a steady revenue flow and enhances player engagement through multiple incentives.

ATLAS:EARTH came to TikTok to appeal to a broader audience and tap into a younger and more engaging audience. The primary objective was to optimize user acquisition and engagement through targeted advertising strategies and innovative creative content.

The Solution

Optimizing Towards Mid-Funnel Events and Implementing Creative Solutions to Drive User Engagement and Revenue

ATLAS:EARTH launched its TikTok campaign with a focus on acquiring high-quality users. The campaign began with Mobile App Installs (MAI) and soon transitioned to App Event Optimization (AEO), targeting the mid-funnel event of the third purchase. This strategic shift was based on internal data showing that users who made a third purchase were nearly 90% more likely to continue engaging with the game.

ATLAS:EARTH shared over 10+ events with TikTok, meticulously mapping them to key stages such as Launch App, Login, Registration, Parcel Purchase, and Checkout. TikTok's product team identified these events as crucial for uplifting performance. Instead of initially optimizing towards purchases or value, the campaigns were first set to optimize for mid-funnel events like the 3rd and 5th parcel purchases within the game. By taking this approach, they learned that users who progressed through these events were significantly more likely to continue playing and making purchases.

By focusing on mid-funnel events, advertisers can target users who have already shown a commitment to the game, thereby increasing the likelihood of sustained engagement and higher lifetime value.

For creative content, ATLAS:EARTH initially produced native TikTok ads, but they encountered creative fatigue. To address this, they incorporated more user-generated content (UGC) elements and leveraged the TikTok Creative Challenge (TTCC) to develop engaging creatives. These efforts included creating ads with compelling hooks, such as narratives about taking revenge on virtual neighbors by buying their land. This approach significantly improved campaign performance and engagement.

These creatives were highly appealing to their target audience, primarily young males. The use of engaging narratives and TikTok-native content styles helped to capture attention quickly and maintain viewer interest. Utilizing TikTok’s native creative formats, such as short, dynamic videos with strong hooks and UGC elements, can enhance user interaction and brand recall. This approach has proven effective in driving both initial installs and long-term engagement.

The Results

Significantly scaling the campaign and increasing ROAS

Utilizing TTCC proved highly effective, enabling ATLAS:EARTH to significantly scale their campaign. By concentrating on mid-funnel optimization, they achieved remarkable results:

• ATLAS:EARTH reported that TikTok became their number one channel for both iOS and Android, achieving up to 28% Day 0 ROAS, far exceeding their initial KPI of 10%.

• Additionally, they saw a 44% Day 7 ROAS, further solidifying the effectiveness of their TikTok advertising strategy.

• iOS CPP decreased by 47% within the first two weeks of the campaign launch.

These optimizations led to a substantial increase in quality user flow and overall campaign efficiency. The success of this strategy prompted ATLAS:EARTH to increase their advertising spend, capitalizing on the strengths of TTCC to enhance their campaign impact.