With seven-digit budgets deployed every month across multiple titles, it is extremely time consuming and error prone to run campaign-level and site-level bid and budget optimizations across a diverse media mix including SANs, SDK Video Networks, Preload Networks and Play-To Earn networks, while retaining lean and fast operations.

Playvalve built a robust in-house Business Intelligence system based upon strong data expertise and unique understanding of their in-app mechanics. However, by nature, that isn’t meant to handle campaign operations: before Bubbleye, campaign managers were responsible for processing insights, planning the best course of action, and enacting bid and budget changes across the different advertising channels. This made the experimentation of new bidding strategies and the
scaling of successful models extremely challenging
and heavy on the team.

Playvalve strives for continuous, iterative optimization of ad creatives as a key driver to profitable user acquisition. With a growing portfolio of titles and ad networks, uploading, monitoring and replacing ad creatives represented a growing challenge to nimble, cost-effective operations.

Playvalve had previously built an in-house creative asset library that encompassed most of their needs but became costly to maintain internally and was yet hardly replaceable by any ooff-the-shelf products. Besides the maintenance burden, it lacked integrations with ad networks to distribute and upload assets into actual use, which therefore remained a manual task for the UA team. The monitoring and cycling of each asset in live campaigns also had to be performed manually, which was only possible every several days, for a limited number of assets, games, and campaigns.

Setting off from strong in-house domain expertise, Playvalve decided to implement their own optimization logic for incremental bid and budget adjustments.

Bubbleye’s unique “customize-by-design” approach allowed tailoring complex optimization flows in a matter of just a few days, easily embedding Playvalve’s custom “decision trees” for each specific traffic type, and smoothly iterating on them to success. This allowed the UA team to scale up their successful methodology leveraging systematic, realtime updates enacted by the automation engine 24/7, transparently and reliably.

Bubbleye’s creative suite was employed to boost the creative flow all the way from organising assets into a custom library, to uploading assets to multiple networks, to swiftly assembling creative packs compliant with each network’s specifications, to automatically cycling creative assets across campaigns and networks so that underperformers be promptly removed and best performers discovered and rolled out to more campaigns.

Bubbleye’s unique ability to embed Playvalve’s best practices and desired strategies was again crucial to enable a customization level that would have been impossible with any other off-the-shelf products.