How to scale hyper or hybrid casual games with Unity ROAS campaigns

hey everyone uh this is Roman from tension and I have an exciting topic for you today how to scale hyper or hybrid casual games with unity Ros campaigns of course we needed to invite someone from Unity ceiling for instance educational hey guys um yeah so my name is Celine I've been at Unity now a little bit under two years I'm part of the client partner team so we work with uh you know emiabase advertisers um you know and we help them you know scale their campaign and make the most of their Unity campaign you know the user acquisition campaigns and I specifically work with most of our hyper casual clients here in emea fantastic [Music] just before we will talk about what is the RIS campaigns and the types of RIS campaigns I'll just show the audience why why are we talking about their

rights I'll quickly share my screen um this is a case study that we did a while ago and this is a important one because it basically shows you like at least from our perspective a typical uh customer or iOS campaigns so this is usually uh SMB size of a company and uh usually like the founder is doing the whole UA and they're trying to do a couple of things of course they want to scale and they want to do save time right um yeah so then is my definition of Eros campaigns correct like in broader terms so developer just sends a revenue whether it's in-app purchases or advertising revenue and AD Network kind

of optimizes and the algorithm optimizes the Performance Based on the received data yeah that's a that's a very good definition I would say maybe I can add a little bit what um you know the unity kind of roast campaign kind of adds to that so we call it you know audience pin pointer and the reason is it goes really you know at user level and it tries to find you know the users that have the highest predicted value um for your game so yes the algorithms does you know most of the you know the the manual work for you and try and re-bid on the users if things are going to be you know the most valuable for your game we gotcha um yeah so I will leave the link for the case study in the description to this video so you can uh check it afterwards now let's uh switch back to Unity ceiling has sent me this slide that's the second yes this is a slide uh let's talk about this so I think we

need to like a lot of happening is happening here like I guess there are some at the top there are some like traditional campaigns the bottom this is a Ross I I can read but let's start maybe with a question how are those different yeah for sure so basically the first level that you see here and we know with the install campaign creative testing um those are basically you know the the first campaign types you will want to launch so um you know creative testing as the name says you know you can really you know a B test um the creative um you can see you know which ones I have the best conversion rate so then you can really start with you know with either the videos the playables um you know that will be you know giving you the best performance um just as I showed out this is not available on IOS and Android uh very recently so you can you know you have access to it on both OS um and then next up is yeah your install campaign so this is basically you know you just need um you know your tracking like budget creatives and and then you can start running you know pretty quickly and once you have you know your

budget set up um and the big difference between kind of like the the first line and the next two line on the slides is that the next two line you will need to be sending you know your your personal data pretty much so your IEP data your ad Revenue data all your retention data or any specific type of event so that's kind of what separates those types of campaign and there's kind of a link to them so obviously you want to start um with your install campaign because to unlock you know the roast campaign or the the custom events you will need to start with an install campaign to basically build this um you know there's this learning from the algorithm Builder data or the algorithm to really be able to know like okay where can I find the right users for this game we got it um is there like a like how long or what is the budget for this install campaign um so I could like switch to the Ros or is it like available by default and the developer can do it from the scratch that's a great question so basically you will need to pass what we call an

eligibility threshold and so that means that within you know um the runtime of your CPI campaign we will need to get you know a sufficient amount of installs um and a sufficient amount of post install uh data um so I would say for for example you know if you want to run the d0 that's like the quickest um you know Ross campaign that you can run this is a d0 and you know ad Revenue whereas and you basically need about you know 200 install for one Geo and then you'll be able to open it within you know 48 Hours of us receiving the post install data reaction um how difficult is it is to set up uh these Ros campaigns like from from Union City side do developers uh need to go to the representative and ask them to unlock this feature or there is something that's available by default yeah that's a great question so our dashboard you know as you know is a 100 self-serve um so everything can be accessed and done uh by The Advertiser

um so basically you know they will just need to go you know on the MMP open up you know make sure that all of the data passing you know is enabled and then they start running their CPI campaign and then once they uh you know reach the threshold they will basically have um these types of Ros campaigns basically just unlocked on the dashboard and then they can just go create the campaign and then you know then it's basically you know pretty much a lot of the same steps as you would see from your install campaign so you will add your budget you will add um your creatives that will pass for moderation um and then you will have to set a sorry a Max bid and the target Ross that you want to uh to achieve reaction yeah from outside it's also like previous straightforward like it's just six steps I'm just showing my our like documentations so pretty straightforward just to set up the callbacks and I guess you're good to go uh one question that I heard from developers is that like should I stand

Unity only Unity data or should I send all of my data from all that networks and including organic yeah that's a great question so I would say you can definitely send us you know all of the um you know all of the data and that you have there's really no kind of um limitation or anything um I would say one callback is that currently um the model really focuses on kind of unity attributed uh data but we do recommend to have it um you know already set up so that you know once the data can be ingested then it will be a smooth process to use that data as well so yeah definitely send us you know all data and obviously you know we use that only purely for you know the the model and to find you know the the right users for the campaigns stop sharing my screen what the audience can focus us um yeah on the diagram I saw Day Zero Eros this is particularly interesting I I think not sure but I

think this is available only with unity and this is the basically a dream for hyper casual developers that needs to make decisions like super fun okay can you talk a little bit about this yeah exactly so um just to give you a bit of context of the the products obviously um we started with you know the ad Revenue Ross campaign that was um first of all on D7 because I was also a model after the IEP um Ross uh you know campaign that was um also on D7 and then yeah we did get you know a lot of feedback that you know hyper casual they you know they need like quick um quick data point quick signals of the quality um and that's why the first um you know next step of of the product was to release you know the d0 um ad Revenue roast and we have seen a lot of like hyper casual clients starting to um to use this and seeing um you know quite you know quite good quality um on this as well some some are still using you know the the D7 and have been you know seeing good quality on that so it's not like okay you know now that we have d0 um you don't need to use D7 but it's

it's basically Our advice is to check in you know if you see in a better performance at d0 try with a d0 if you see better performance at D7 you can also run a D7 it's just giving you know advertisers more options um to really fit there you way strategy where do I start do I start with day zero day seven hybrid schedule so you will have eligibility quicker with d0 so if you really want really want to move you know as quickly as possible to your rows Campaign which we do recommend then you can open you know d0 faster and then afterwards obviously you you know once you do reach the eligibility for D7 which is a little longer um you can open that we don't really recommend to have the d0 and D7 for the same Geo at the same time but you can obviously kind of you know use it on for different games you know for if you have different games like you know different monetization strategies if you have different GEOS you want to test you know on different um postings or Windows and you have that that freedom what about the best practices like what should I be for example

for sure um so usually you know the dashboard will give you kind of like uh already like you know bidding um kind of suggestion um on the dashboard but um I would say for us campaign the mate the two main um you know settings are your max bid um and your target uh raw school so in terms of Max bid we usually recommend to have about you know two to three time kind of like the um observe average CPI that you will see on the campaign um we do usually recommend to be quite large with the max bit because basically you want to avoid the max being kind of capping um you know the the raw bit that will be used in the auction um and that could basically you know um make that you will not be able to reach certain high value users um so try to be generous with that with the max bid um and in terms of the the you know the target roas um you basically want to make sure it kind of matches the last 30 days for us that you were you know observing um you know on your CPI campaign basically um and you're trying to want you want to try to be you know in line with that sometimes you know we can see that you know the that data and obviously the kpi

and the real Target of The Advertiser and can be a bit different but if you try to like you know compromise between the two to match that uh you know the the last 30 data I'm setting a Target like this would be the most uh efficient way to do it you got it either like let's switch to the hybrid casual games and this is you you also have the seros uh what's the name of the account so we call it a hybrid Ross campaign hybrid rice campaign so is it the same in terms of beats um yeah so basically in terms of like you know the hybrid campaign so obviously the hybrid um Ross campaign is going to be you know targeting you know IAP data but also um you know ad Revenue data um and basically it will still set you know one uh Max bid and one target row as um I would say then you can be uh it's it's still you know the same you know the same recommendation in terms of Market bids um what we do see in terms of like um Target Ross for hybrid is that obviously

usually IAP roaas um targets are a little bit lower and than what we see for ad Revenue so it's it's good to kind of try and compromise between kind of like you know a Target that you would have for um you know for ad uh Revenue but you know for ad-based revenue and for IEP based Revenue got it what about like minimum budget and recommending budgets for both types of stockpaints for sure so in any type of campaign there are optimal and recommended budget is usually around like you know 500 daily cap and per Geo um we do understand that sometimes you um you know it can be a bit of a of a high amount I would say especially for for a first campaign so you can obviously go you know a little bit lower than that we wouldn't recommend going I would say below 100 to 250 dollars and to try and find you know sweet spot um just because you want to make sure that um you know you have enough room within your budget for the algorithm to really try and you know find you know different different types of users it will you know use the max speed that you set to go either find you know some you

know lower value users while your CPI will be lower and obviously higher value users where your mcpi will be higher and so that's why you want to make sure that you know you have enough you know enough budget and to uh to really be exploring all of the users and we do see that in general and campaigns with higher scale will um do lead to usually realize a lot more stable a lot more accurate and so it is important to uh to to kind of give that free you know give that uh that freedom to the algo with your daily budget got it other uh other best practices for any type of the discuss campaigns that we haven't talked about yeah for sure so one thing I can mention is that um you want to make sure to not over optimize the campaign so um for example for d0 you want to give it about you know two to three days between optimization because you want to make sure that you know once you update either your max speed or your target Ross that you know you see a full cohort um with the changes before you know already making another change

um for a hybrid campaign or um basically a single IAP or single ad Revenue Ross that's on D7 we usually recommend you know about you know give it almost like a week you know between optimization but I would say if you do another optimization in between that it's okay um we just want to avoid you know and sometimes we do see some campaigns where you see changes kind of every day and that makes it really hard for uh you know for the model to apply and see the real effects of each change so um yeah don't over optimize um that's a that's always a good one and one thing is to always kind of keep in mind the amount of creatives um that you have running at any point and our rule of thumb is usually to have you know one creative running per 100 of daily cap just so you make sure that all of your creative you know can be explored properly I can you know and be shown to the Right audience um and yeah I think that's you know those are the the two key points I would say on campaigns reaction very informative probably a lot thing is the limitations because like from what I noticed every ad Network like treats

this like differently some of uh uh that's like a Ros campaigns uh Works only if you use a mediation from that Network and like you should basically there is no like one rule that advertisers need to follow they need to um do the research and understand okay this is the limitations for this head Network like are there any limitations with the unity risk campaigns really so basically with them with audience pinpointer you know you don't need um any specific media um so basically what you want MP that is going to be um able to send you know the the right data that we need either like you know add Revenue data or IAP data but once we get you know those you know those postbacks and those signals um and we get you know to the eligibility then your OS campaign will be unlocked on the dashboard got it all right

that is it thanks so much those were all my questions um I'll ask everyone to subscribe to our Channel uh try the rice campaigns if you have any questions you can leave them in the comment section here we'll try to answer them uh thanks a lot for watching and have a good one bye guys foreign