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Getting ready for Xmas: SplitMetrics partnership with Wargaming helps World of Warships app sail to new heights with 15% uplift in organic conversions

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Wargaming, a leading game developer, teamed up with SplitMetrics, an app growth solutions company, to boost conversion rates with seasonal Christmas-themed screenshots for the launch of its game World of Warships: Legends.
Coinciding with the game’s soft launch in Brazil, the Philippines, Canada, and France ahead of the Christmas holidays, Wargaming wanted to capitalise on the seasonality effect to influence its app engagement without advertising.
By working with SplitMetrics Agency, a leading mobile growth agency, Wargaming increased conversions by an average of 15% on iOS across App Store storefronts in Canada, the Philippines and France. Canada experienced the highest conversion rate increase with 31.45%, followed by the Philippines (9.61%) and France (3.44%). On Android, the Brazilian Google Play storefront experienced the highest conversion rate increase with 6.68%.
SplitMetrics Agency focused on A/B testing as its core strategy. The agency optimised visual assets, analysed performance and tested various creative hypotheses. Using SplitMetrics Optimize, the agency’s experts ran experiments to identify the best-performing illustrations for both the App Store and Google Play product pages.
A key hypothesis tested during this project was whether tailoring visuals to each region during Christmas would have an impact. For France and Canada, the images were adjusted to include a winter theme featuring snow, fireworks and a Christmas tree. For the Philippines, the agency used white ribbons, a local Christmas tradition, along with fireworks and ornaments displaying the country’s flag. And for Brazil, fireworks and ornaments decorated with the Brazilian flag.
During this testing period, there were no in-app events or paid user acquisition campaigns, allowing the performance changes to be directly attributed to the updated screenshots.
Thomas Kriebernegg, General Manager, SplitMetrics Agency, said: “Christmas is one of the main calendar events that app marketers need to prepare for, especially in the gaming category.
“The World of Warships: Legends case study is a great example of how seasonality can significantly impact your app’s performance and give you a boost in users. And this can be achieved without an advertising budget. It can all be done organically when you have the right calendar event, great graphics and A/B testing.
“As in the case of the Wargaming game, a comprehensive analysis and testing strategy increased its conversion rate by an average 15% across three markets.
“It is essential that app marketers forward-plan for any relevant calendar events. It’s also important to note that Christmas may not be relevant for every app but if you’re unsure you can always try A/B testing to see what works. And keep optimising.”

The post Getting ready for Xmas: SplitMetrics partnership with Wargaming helps World of Warships app sail to new heights with 15% uplift in organic conversions appeared first on European Gaming Industry News.

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Make-A-Wish® and Lords Mobile Unite This Thanksgiving Season to Bring Hope to Children Through Mobile Charity Event

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From November 26-30, Lords Mobile players worldwide can help grant life-changing wishes for children with critical illnesses through a global in-game charity challenge.

Make-A-Wish®, the world’s leading wish-granting organization, is delighted to announce a special collaboration with IGG, the global developer and publisher of hit mobile titles.

This Thanksgiving season, the two organizations are coming together to transform the spirit of gratitude into global impact through a community charity challenge inside Lords Mobile.

From November 26 to 30, 2025, players from around the world will unite across their respective Kingdoms to combine play with purpose. By completing five days of in-game quests and collecting 30 event points, players can unlock the exclusive “Wish Upon a Star” Decoration – a special symbol of hope within the Lords Mobile world.

Once 50,000 players across the global server have claimed the Wish Upon a Star Decoration, IGG will donate $50,000 USD to Make-A-Wish to help grant life-changing wishes for children with critical illnesses. The donation will support wishes in the USA, Indonesia, Brazil, Germany, Singapore, and Korea.

Players who wish to enhance their event experience can also purchase four in-game packs priced at USD 4.99 or above to unlock premium rewards such as Mystic Carpets, Royal Coins, and more.

April Stallings, Charitable Gaming and Creators Community Manager at Make-A-Wish International said:

“Thanksgiving is a time for reflection, generosity, and connection. We’re deeply grateful to IGG and the global Lords Mobile community for harnessing their passion for play to help make life-changing wishes come true. Together, we’re turning the power of gaming into the power of hope.”

As players unite to achieve their community goals, Make-A-Wish will highlight real wish stories from participating countries, connecting the in-game achievements to the life-changing impact they help create.

Together, IGG and Make-A-Wish are showing the power of the gaming community to make a difference.

The post Make-A-Wish® and Lords Mobile Unite This Thanksgiving Season to Bring Hope to Children Through Mobile Charity Event appeared first on European Gaming Industry News.

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155.io flips the script again with Coin Flip game release

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155.io, the live content studio built for a mobile-first world, has turned convention on its head with the launch of Coin Flip, a machine-run coin-flipping game.

Tossing coins is as old as time as a means to settle football matches, pub games, and everyday decisions – now 155.io has transformed that timeless ritual into a live, 24/7 digital betting experience.

Central to Coin Flip is a real coin-flipping machine, powered by a precision solenoid and monitored by an overhead camera. Every coin flip is analysed by machine learning and AI systems that record and validate results in real time, feeding the outcome directly into a secure game engine. All players have to do is correctly pick heads or tails – one side features the U.S. President and the other the American flag.

Coin Flip runs continuously, 24 hours a day, offering the world’s simplest, fastest, and totally transparent betting experience.

155.io Founder and CEO Sam Jones commented: “Tossing coins is something humans have done for millennia to decide anything from fixtures to fiefdoms. Coin Flip modernises that ancient ritual, in true 155 style, and adds a competitive layer that makes it seriously entertaining.”

The post 155.io flips the script again with Coin Flip game release appeared first on European Gaming Industry News.

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Just Dance, MLBB and HADO Added to Lineup of Global Gaming Icons for the Games of the Future 2025

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Phygital International (PI), the exclusive rights holder and custodian of the Games of the Future (GOTF), is unveiling the final game titles set to feature in this December’s pioneering phygital sports tournament, along with a powerful line-up of new global media partners who will bring the event to fans around the world.

With 11 disciplines and the world’s best athletes ready to compete across virtual and physical challenges, the Games of the Future 2025, taking place at ADNEC in Abu Dhabi from 18-23 December, promises to deliver a groundbreaking phygital showcase that will redefine what it means to play, perform and compete.

In addition to previously announced global esports icons such as Counter-Strike 2, Dota 2, Fortnite, Fatal Fury: City of Wolves, UFL and 3on3 Freestyle, Phygital International has confirmed three new titles that further broaden the depth and dynamism of the tournament. Each game has been carefully selected to complement a unique phygital discipline, showcasing the full spectrum of speed, skill and strategy that defines the Games of the Future.

Joining the roster is Mobile Legends: Bang Bang (MLBB), the global mobile gaming phenomenon that has defined the multiplayer online battle arena (MOBA) genre for millions of players worldwide. In the MOBA Mobile discipline, MLBB will see players battle in high intensity matches that test strategy, coordination and tactical mastery.

Adding rhythm and flair to the lineup, Just Dance, the world’s best-selling dance game series, will take centre stage in the Phygital Dancing competition. Renowned for its vibrant energy and expressive gameplay, Just Dance brings one of the world’s most dynamic and community-driven gaming experiences to GOTF 2025, where athletes will be challenged to combine choreography, precision and physical stamina as digital gameplay meets live performance in a visually electrifying showcase.

In the confirmed lineup of tournament games, the addition of HADO completes the roster, serving as the core of the virtual reality (VR) gaming competition. As a pioneering augmented reality (AR) experience, HADO integrates real-world body movements with digital game scenarios through wearable AR technology. Players do not use controllers; instead, they directly “control” virtual skills with their physical movements – running, dodging and aiming in the real world – with every action directly impacting the in-game situation and instantly reflected visually. HADO promises to deliver a fast-paced, visually stunning VR competitive experience.

“These newly announced titles highlight the full range of phygital sports that people can experience at the Games of the Future 2025. From the expressive energy of dance, the global appeal of mobile esports to the groundbreaking innovation of AR gameplay, this second wave of games highlights the diversity and excitement of phygital sport,” said Nis Hatt, CEO of Phygital International.

In addition to expanding its game lineup, Phygital International is also announcing a series of major global media partnerships, ensuring that the Games of the Future 2025 will be accessible to fans around the world through both digital and broadcast platforms.

The post Just Dance, MLBB and HADO Added to Lineup of Global Gaming Icons for the Games of the Future 2025 appeared first on European Gaming Industry News.

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