It’s a well known fact the cost of user acquisition on Facebook can be a serious challenge to mid-market and independent social game developers.
High cost per install (CPI) on new games typically means that user acquisition campaigns are reserved for big developers already dominant in the market, or well funded startups like Outplay Entertainment that are coming in with a war chest of money specifically for marketing. According to one estimate from advertising service provider AdParlor, a campaign to acquire 200,000 new players can cost anywhere from $60,000 to $130,000 depending on the type of game.
However, there are some companies that can work for smaller, less funded developers as well as for larger ones. One of those companies is London-headquartered Brighter Option, which claims its Social Ads Manager (SAM) software helped mid-sized German social games publisher Plinga rack up 60 percent more new users than it would have using the same marketing budget without SAM.
According to Brighter Option, using SAM, Plinga was able to see click through rates (CTR) of 0.09 percent for its Facebook ads, far higher than the 0.02 percent average typically seen on the platform. Overall, Plinga saw game installs grow from 60,000 to 1.2 million in the three months it was working with Brighter Option.
According to our traffic tracking service AppData, Plinga currently has 390,000 MAU spread across its games on Facebook, but had 274,000 MAU in mid-October.