ROI of 66.47% on the new Evoplay game Penalty Shoot-out: Super Cup - a case study from the AdKey.Agency

Arbitrage teams have to work closely with providers. AdKey.Agency has been talking about this in the market for a long time, because we tried it ourselves and everything worked out perfectly.

Penalty Shoot-out: Super Cup is the third game in the trilogy of the cult series of Evoplay’s football-themed instant games. The game allows players to immerse themselves in the atmosphere of the Super Cup, one of the most significant events in the world of football, by participating in a series of penalty shootouts. The setting is a realistic stadium atmosphere with dynamic visuals and exciting soundtrack.

Mechanics of Penalty Shoot-out: Super Cup

• At the beginning, the player chooses the country to play for and places a bet.
• Each round includes a series of 5 penalties.
• The player chooses the place on the net where to shoot, or trusts the random selection (“Random”).
• With each successful shot, the winning multiplier increases.
• If the player scores all 5 goals, they get Super Win ×32 of the bet amount.
• If the player misses, the round ends, but there is an option to collect the accumulated winnings at any time by clicking “Collect”.

AdKey.Agency’s technical setup

• Only PWA was used
• The entire visual part of the PWA is designed in a gamified style, like in Evoplay
• The slot logo is also embedded in the PWA and creatives – visual integrity

There is one main advantage in our approach to the launch: we do not pour traffic to only one GEO – we analyze and optimize it. Given that the topic itself is football, we chose countries with an audience that is interested in football even outside the football season. Spain, for example, surprisingly showed poor results – zero deps. Portugal, in this case, gave a great result:

• Spent: 17,000 USD
• Received:  28 300 USD
• INST came out at: 6 USD
• CR C2D: 10
• Number of installs: 2 832 pcs
• Number of FTDs: 283 pcs
• FTDs were purchased at: 60.07 USD
• ROI: 66.47%.

PWA installs are more expensive, but they have a higher “survivability” – they do not get blocked, unlike apps. In gambling, the purchase is cheaper, but here the theme was in the style of betting, which increased the cost of the purchase. The price of a depot reached $80 in Portugal, which can be a profit with the right optimization.

We also tried Pakistan – it was surprising to see high CPI and poor registration. Probably because of the offers. We are currently continuing to test and analyze Pakistan and India, but with a different offer – we will definitely give you feedback.

The Penalty Shoot-out: Super Cup approach works best, of course, during matches and cups, when the user’s interest in football topics increases.

CREATIVES THAT WORKED: STATIC AND VIDEO

• Fragments of the gameplay in the Evoplay style + the slot logo were inserted into the video creative
• It was important to launch several campaigns at once, screen them by quality, and keep only those with CR

Conclusions.

• Slot-style PWA from Evoplay can work, especially during sports events
• The key is a coherent visual communication, video creatives, and quick analytics on traffic sources
• You shouldn’t focus on only one GEO – deep audience optimization works
• The approach has shown itself well in Portugal, but requires seasonal testing