PressPlay
How automated testing with GenAI achieved 12M projected additional installs for Wildlife Studios in under 2 months
24.1%
increase in CVR
Overview
In the highly competitive mobile gaming industry, Wildlife Studios stands out with its impressive array of over 60 titles and more than 3 billion downloads. To enhance their app store presence, they turned to Phiture’s innovative solution, PressPlay.
Challenge
Wildlife Studios faced the challenge of optimizing their A/B testing processes to keep up with the rapidly evolving mobile gaming market. The goal was to not only increase the speed and breadth of their A/B testing but also to ensure that each change contributed positively to app performance and user acquisition.
My Role
In my role as Creative Lead, I collaborated closely with the co-founder of Phiture to transform our product vision into reality. I was responsible for crafting intuitive and visually compelling product UI designs that aligned seamlessly with our strategic goals. Spearheading a team of three designers and one copy writer, we also created persuasive marketing assets and dynamic pitch decks tailored for clients and high-profile conferences like MAU Vegas.
Solution Approach
PressPlay, Phiture’s solution, was introduced to revolutionize Wildlife Studios’ A/B testing approach. Integrating Generative AI, PressPlay automated the creation, deployment, and analysis of A/B tests, making the process more efficient and data-driven. The implementation targeted major titles, beginning with a focus on Sky Warriors, and later expanding to all major titles. Centralizing experiment data in Google Sheets, PressPlay provided Wildlife Studios with real-time updates and the ability to deploy experiments effortlessly.
Outcome & Results
PressPlay’s effectiveness was quickly evident:
A total of 168 experiments were deployed in under 2 months.
322 different variants (icons, short descriptions, feature graphics, screenshots) were tested, showcasing the depth and variety of the experiments.
Notably, there were 7 significant experiment wins with GenAI.
These wins contributed to an impressive 12 million projected installs, thanks to conversion rate (CVR) increases of up to 24.1% across winning experiments.
Watch a video version of this case study, presented by Phiture co-founder Moritz Daan and Matheus Magalhaes of Wildlife Studios.
