How Rovio leverages frequent testing to unlock winning retargeting strategies

Rovio is a mobile gaming giant, founded in 2003 in Helsinki. The company is best known for its smash hit, Angry Birds, which became one of the biggest games in the world after its release in 2009. Since then, the franchise has produced multiple games across all platforms, as well as movies and merchandise, becoming a part of modern pop culture. In 2023, Rovio was acquired by Sega, the Japanese gaming giant.

At the beginning of the partnership, Rovio was actively exploring and experimenting with retargeting strategies. The campaigns with RTB House were designed not only to deliver measurable results through key performance indicators (KPIs) but also to provide valuable insights into best retargeting practices. Rovio aimed to refine its approach through testing for Dream Blast, and the RTB House team played a crucial role in both designing test scenarios and analyzing results. This collaboration enabled Rovio to gain a deeper understanding of effective retargeting strategies tailored to their game and player behaviour.

From the start of the collaboration, Rovio conducted extensive testing with RTB House to refine its retargeting strategy. One of the key focus areas was identifying the optimal inactivity window. By testing different durations across subcampaigns, Rovio was able to analyze how varying inactivity periods influenced key performance indicators (KPIs) and player re-engagement.

Another critical aspect of testing was regional performance. The impact of inactivity windows varied across different markets, and by segmenting campaigns regionally, Rovio and RTB House were able to uncover valuable insights into player behavior and engagement patterns in different geographic areas.

Additionally, creative testing played a significant role, evaluating both ad content and formats to determine what resonated best with different audiences. These experiments provided Rovio with a data-driven approach to optimizing its retargeting efforts, ensuring more effective and tailored strategies for its players.

The extensive testing not only boosted campaign performance but also provided Rovio with invaluable insights into player behavior and the most effective retargeting strategies for the game. Optimizing inactivity windows and strategically reallocating budgets to top-performing regions proved to be game-changers, driving a significant increase in D7 ROAS while scaling campaigns effectively.

Creative experimentation also played a crucial role, with budget shifts across ad types and iterative testing helping to lower re-engagement costs. These learnings have empowered Rovio to refine its retargeting strategy with a data-driven approach.

While the results so far have been powerful, continuous experimentation remains essential for staying ahead in an evolving landscape. The RTB House team remains committed to supporting Rovio with fresh insights and innovative testing strategies to drive even greater success in the future.