Case Study: SciPlay boosts ROAS with TikTok for Business

Implementing targeting and optimization strategies to help SciPlay & yellowHEAD maximize ROI

SciPlay, a digital game developer and publisher, wanted to improve the efficiency of acquiring new, engaged users for Gold Fish Casino while driving higher ROAS and attracting more valuable paying players. Working with TikTok for Business, SciPlay used TikTok’s Purchase and Value Optimization alongside its existing creative approach to better reach users likely to make in-app purchases.

TikTok for Business helped SciPlay test TikTok Creative Challenge (TTCC), enabling creators to submit native video ads to brand challenges and receive rewards based on performance. SciPlay found that the most effective ads opened with a strong human hook followed by gameplay, and used that insight to guide future creative batches. The approach delivered a 150% increase in click-through rate, a 60% decrease in cost per install, a 40% decrease in cost per depositor or unique purchase, and about a 25% week-over-week increase in iOS ROAS, leading SciPlay to make TTCC a core part of its creative strategy.

SciPlay