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Yulia Nekrasova
Fri Mar 29 2024

Block Puzzle Guardian Case Study

The Client

Block Puzzle Guardian is an addictive puzzle game that challenges players to strategically place blocks on a grid to create complete rows or columns. This clears the way for more blocks. The game provides relaxation and mental stimulation with its simple yet challenging gameplay mechanics. Players need spatial reasoning and problem-solving skills to clear as many lines as possible for high scores.

In 2022, a client approached us to increase the number of downloads and attract new users. Our cooperation had four stages.

Stage 1

Week 1 - Week 2

Collecting Data & Reaching CPI


A/B Test, Collect Data & Reach CPI


The foundation of any effective advertising campaign lies in comprehending the target audience thoroughly.

In the case of puzzle games, the primary focus is on casual gamers. These individuals are usually attracted to games that offer simple understanding yet present engaging challenges to overcome—games that effortlessly fit into their on-the-go lifestyle, providing a pleasurable diversion. Crafting your game advertisement to embody these characteristics is essential for connecting with this specific audience.

Before launching the tests, we agreed on a cooperation format based on the CPI model. The client set his KPI, and we began the testing phase. We started testing on the US geo and tried different audiences on Google. At the testing stage, our CPI was within $2.

Stage 2

Week 3 - Week 11

Increasing The Number Of Users & Reaching KPI


To Attract Users To The Block Puzzle Guardian and Reduce CPI cost


When we moved to the next promotion stage, the client immediately indicated he wanted a lower CPI. We immediately started working on this, testing different creative approaches.

The key to creating ad creatives that convert users is to give them a taste of the game while explaining how it works. Incorporating gameplay aspects into our ads is the easiest way to achieve this. Showcasing the main characters or the story behind the puzzles adds a rich layer of engagement that players love.

We found that players enjoy identifying with captivating characters or becoming engrossed in an intriguing narrative, making them more likely to engage with the ad and, ultimately, the game itself. Because of our creative approach, we reduced the CPI to $1.6 and still worked at volumes of 2,500 attracted users per day.

Stage 3

Week 12- Week 25

Planning and Growth & Keeping KPIs With Active User Downtime


Testing New Advertising Platforms and Scaling


While we were focused on reducing CPI and getting creative, we also discovered an insight that we share with you:

According to Facebook Gaming, many women over 35 enjoy playing puzzles. In Japan, 66% of puzzle players are women; in South Korea, it's even higher at 73%. The US and the UK also have many female puzzle players, with 75% and 74%, respectively. Most puzzle players in all these places are older than 35. This information is important to consider when making ads for puzzle games.

Of course, when we started testing campaigns on worldwide geo, we also started campaigns on TikTok. We took all these factors into account, and this naturally gave results. During these campaigns, we reached a higher volume of daily downloads, which amounted to 5000 daily installs.

Stage 4

Week 25 - Nowadays

Optimizing Campaigns & Keeping KPIs With Active User Downtime


Scaling and Testing Influencer marketing and UGC for Block Puzzle Guardian Game


We are still working with the client, running campaigns mainly on the US geo and the Facebook platform. At this stage of cooperation, we also tested advertising with influencers and UGC. UGC was a more workable option, so we decided to go with it.

Ads resembling user-generated content (UGC) offer the most effective means to captivate your audience while distancing yourself from conventional ad formats that users tend to avoid.

Thus, thanks to our creative approach, we continue to work with the client, and he remains satisfied with the result.

Sum ups

Overall, our partnership with Block Puzzle Guardian has been marked by strategic planning, creative innovation, and insightful discoveries. We successfully reduced the CPI to $1.6 while maintaining high user engagement. As we continue our partnership, we explore innovative approaches like influencer marketing and UGC to further optimize campaigns.