Case Study: Etermax identifies its target audience before launch with SplitMetrics Optimize

How to Identify Target Audience Before Launching a Game

Etermax, the international technology company behind a gaming division with more than 800 million downloads, needed to identify the right audience for its new mobile game, Trivia Deluxe, before launch. Working with SplitMetrics and its Optimize A/B testing solution, the team wanted early validation of who the game would appeal to and how to position it in the App Store.

SplitMetrics helped Etermax run pre-launch concept tests using two different creative variants tailored to distinct user archetypes, with traffic driven from a generic ad campaign. After two weeks, SplitMetrics Optimize showed a clear winner: variation B improved results by 32.7% and earned more clicks despite fewer views, while the first screenshot drove the most installs. This gave Etermax early audience insight, helped refine the product and messaging, and supported a more profitable acquisition strategy with a lower CPI.

Etermax

Gisela Carrera

ASO Principal Artist