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Bidalgo Wins Tier 2 Markets for Playgem Social Backgammon

The Client

Playgem's backgammon application.

The Goal

Bidalgo successfully managed Playgem's campaign in tier 1 markets since its launch. Building on this past success, Bidalgo was now challenged to find new growth engines to expand activity, while keeping a low CPI and high user quality. The goas was to conquer highly monetizing tier 2 countries.

The Strategy

Along with our powerful wide-scale A/B testing capabilities and professional experience, Bidalgo implemented the following plan to help Playgem reach an expanded base of new users for their backgammon application: Extensive Research - To help Playgem better understand audience behavior, culture, language and interests. Advanced Targeting Techniques - With special likes & interests and behavior categories, designed to identify and discover relevant users. Localized Creatives - Adapted and directed to specific targeted audiences.

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CPI Decrease


Better ROI Tier 2>Tier 1


Higher ARPPU Tier 2>Tier 1

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