Niantic needed a sustained UA creative program for the global launch of Catan: World Explorer. The target was strategy-based mobile gamers with an emphasis on retention metrics, not just install volume. We ran 5 creatives per month over 6 months, with each month's performance data directly shaping the next month's strategy.
The challenge: strategy games demand creatives that communicate gameplay depth fast enough to hook a scroll, but slowly enough to land with the right audience. High-context game, short attention window, competitive UA market.
Retention numbers across a high-volume pipeline. Not one lucky piece, a validated system running at scale.
Five new concepts per month, rotating between static and video based on platform performance data. Every piece was concepted, storyboarded, and produced in-house.
Each month's strategy was built on the previous month's data, not assumptions.
The test-and-iterate methodology meant nothing shipped without a reason and nothing stayed in rotation without proof. Creative Direction, Content Strategy, and production ran from the same seat, which kept the feedback loop tight enough to move on a monthly cadence without losing fidelity.
Run a program
that measures up.
30 minutes. No pitch deck. We'll talk platforms, formats, and what's actually working in your market.