Skillz: 20% Lower CPI and +50% CVR

How Appvertiser's creative production for Skillz delivered 20% lower CPI and 50% higher CVR, supporting a 13-channel UA strategy across US and UK markets.

-20%

Lower CPI

+50

CVR

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Quick Summary

Appvertiser AI provided creative production services for Skillz, a competitive mobile gaming platform where players compete for cash prizes. The creative strategy — supporting a 13-channel UA operation (August — November 2023) — delivered a 20% reduction in CPI and a 50% improvement in conversion rate across the US and UK markets.

The Challenge

Skillz needed high-performance ad creatives that could drive efficient acquisition across 13 ad networks simultaneously. The challenge was producing creatives that maintained strong CTR and conversion rates while adapting to different network formats, audience segments, and competitive dynamics in the skill-based gaming category.

Our Solution

TIMELINE

3 Months

MARKETS

United States, United Kingdom

PLATFORMS

iOS and Android

SERVICE

Creative Studio

How We Did It

Creative Strategy for Multi-Channel

Developed a creative strategy tailored for 13 ad networks, producing formats optimized for each platform's specifications and audience behaviors while maintaining consistent brand messaging.

Performance-Driven Iteration

Implemented rapid creative testing and iteration cycles, identifying winning creative concepts and scaling them across channels while pausing underperformers.

CPI & CVR Optimization

Focused creative optimization on two critical metrics: reducing cost-per-install through higher-engagement ads and improving conversion rate through more targeted messaging and visuals.

Results

Appvertiser's creative production for Skillz delivered a 20% reduction in CPI and a 50% improvement in CVR across 13 ad channels in 3 months. These creative performance gains directly contributed to the +107% D180 ROAS achieved in the companion UA engagement.

-20%

CPI Reduction

13

Ad Channels

(Moloco, AppLovin, Unity, Meta, ironSource, ASA, +7)

+50%

CVR Improvement

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How does creative optimization reduce CPI for mobile games?

For Skillz, Appvertiser's creative strategy delivered a 20% lower CPI by producing high-engagement ads tailored for each of the 13 ad networks. Higher CTR and engagement rates translate directly to lower acquisition costs.

Can creative production improve conversion rates?

Yes. Appvertiser's creatives for Skillz improved CVR by 50% through more targeted messaging and visuals optimized for the skill-based gaming audience across US and UK markets.

How does creative production support multi-channel UA?

Each ad network has different format requirements, audience behaviors, and creative best practices. Appvertiser's creative production for Skillz served all 13 channels with optimized assets, directly supporting the +107% D180 ROAS achieved across the UA strategy.

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