AO Tennis Smash
Case Study

 The Mission

AO Tennis Smash is the official game of the Australian Open. In this 3D tennis game, users play as avatars that take to the courts at the Australian Open and swipe their way to victory with vicious topspin, biting slices, and powerful flat shots. Players compete globally against each other in 1 on 1 in different settings. 

Tennis Australia partnered with Game Marketing Genie for full service game marketing,  including digital marketing, game trailer creation and app store optimisation. The  comprehensive marketing campaign focused on building awareness, increasing player acquisition and in-app purchases. 
  

 The Process

Leveraging the extensive experience of marketing similar games, the GMG team developed a comprehensive marketing strategy that included audience persona and interests mapping, creatives and copy and advertising strategy across multiple platforms such as Facebook, Google, Reddit, and Twitter to achieve the best ROI and maximum impact.

The campaign included the following:

• Several ad sets that targeted multiple personas and interests across multiple ad platforms.
• The conceptualization, creation, and execution of a 30 second gameplay trailer that showcased the best features of the game.
• A complete app store optimization service, which boosted the organic ranking of the game on Google Play and the iOS App Store.

 The Results

The campaign not only exceeded client’s download targets by 30%, but also surpassed the industry average cost per install (CPI) for similar games by 129%.

The campaign achieved an average CPI of 0.20 USD, outperforming the industry average of 1.10 USD (in 2022) by a huge margin.

The campaign acquired more than 65,000 users to the game, exceeding client expectations by 30%.