Crime City, developed by Funzio –a small social gaming company located in San Francisco — went from 2 million users in October of 2010 to 6.5 million users in January 2011. According to a recent case study, AdParlor — an advertising company dedicated to managing large Facebook advertising campaigns — worked with Funzio to define the game’s target audience.
AdParlor immediately incorporated more user-tracking features to enhance the information gathered about Crime City’s user base. The idea behind this was to track how long a user would stay on the game, as well as the level the user reached.
Along with user-tracking, Ad Parlor targeted ads geared towards males. Little by little, the company went through different results they obtained from tests. Demographics became imperative: changing the age, gender and race for targeted ads became essential. Exclusion and social targeting were both employed for Ad Parlor’s campaign.
The results of the campaign were outstanding. Within a few short months, Crime City went from 2 million users to 6.5 million. Also, with regards to rating, the game currently has a rating of 4.9 out of 5 by its users — the only game to be rated this high with over 500,000 users. Funzio and Ad Parlor learned that tweaking ads for a target audience really helps define a useful user base.
CJ Arlotta covers the world of social gaming for development firms as well as the average consumer. Currently, he is accumulating more knowledge of the international gaming market to follow and understand what global developers may need to compete with already striving markets.