In February 2023, PlaySide Studios achieved the #1 rank for US App Store downloads for 'Dumb Ways to Die' using zero paid user acquisition, avoiding an estimated daily marketing cost of $60,000 to $400,000.
Transitioning content strategy from 10-second videos to sub-7-second clips leveraging TikTok trends increased average daily installs from 5,000 to over 100,000.
TikTok serves as a highly efficient marketing channel, offering cost-per-install (CPI) rates up to four times lower than traditional platforms like Facebook.
Strategic management of legacy intellectual property, including an expansion into NFTs, generated $8 million in additional revenue for the franchise.
Success in the current mobile gaming landscape is driven by high-frequency, 'lo-fi' content that mimics native user behavior and utilizes trending audio to trigger platform algorithms.
The case study of 'Dumb Ways to Die' demonstrates that organic social media content can effectively bypass the need for multi-million dollar traditional advertising budgets.
That's the gist.
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