ROI 66.47% on the Penalty Shoot-out game: Super Cup - case study by AdKey.Agency

In arbitration, it is no longer enough to just pour in – you need a strategy. AdKey.Agency is convinced that it is worth working directly with providers. They have been promoting this idea for a long time, and the new case is another proof that this approach works. They took the game, put together a setup for the theme, and were not afraid to go beyond one GEO – the result was not long in coming.

About the game Penalty Shoot-out: Super Cup

Penalty Shoot-out: Super Cup is the third part in the football trilogy of installation games from Evoplay. In it, the player finds himself in the epicenter of a football event – the Super Cup – and participates in a series of penalties. The atmosphere is as realistic as possible: the noise of the stands, bright dynamic visuals, and sound that enhances the effect of being at the stadium.

The gameplay looks like this:

How AdKey.Agency set up the bay

The whole campaign was built exclusively on PWA – no apps. This was a conscious decision, as PWAs show higher “survivability”: they are harder to block, especially in verticals with gambling/betting elements.

The visual part did not disappoint either: The style is completely in the spirit of the Evoplay game – a gamified interface, the slot logo is integrated into the PWA and creatives. Thus, the user immediately got into a recognizable, emotionally charged atmosphere.

GEO and approach to optimization

AdKey.Agency did not limit themselves to one GEO – they went the other way: analytics, hypotheses, flexible response.

Since the game was on football, the main focus was on countries with a strong football culture, where interest in the topic persists even outside of seasons and championships.

Figures for Portugal:

Yes, installs through PWA are more expensive but more efficient. Compared to classic gambling apps, the “durability” of users is higher here – without the risk of blocking. However, the theme is close to betting, so the purchase was more expensive – up to $80 per deposit. However, with the right approach to optimization, this is a completely payback story.

Tries on other GEOs

The team also tested Pakistan. The results were less encouraging: a high CPI and a weak registration rate. The main version is a weak conversion due to the offer itself. Now AdKey.Agency continues to test Pakistan and India with a new offer – they promise to share the update after the analysis is completed.

Seasonality and relevance of the game

The game Penalty Shoot-out: Super Cup is best played during football championships and other major tournaments. When the user is already in emotions, the context is turned on, and themed slots convert much better.

Creatives: what worked

The team launched both static and video creatives.

• The video used fragments of gameplay, decorated in the style of Evoplay, plus the game logo for recognition.
  
• Several advertising campaigns were launched at once several advertising campaigns – according to the results, the weak ones were eliminated, only those with a stable CR were left.

Conclusions

• PWA solution stylized as a game works great for sports events.
  
• Visuals and creatives should be as consistent as possible with the style of the game – this creates an emotional contact with the user.
  
• Don’t focus on one GEO – optimization and deep testing of audiences open up new opportunities.
  

Portugal is a top case, but such results need to be seasonally verified: with football, everything is tied to the match calendar.