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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.

Bonus Bag feature

TaDa Gaming Delivers Highway Thrills in Chicken Dash

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Award-winning TaDa has taken a favourite joke and transformed it into an immersive and humorous crash release. Simple mechanics, personalised risk management controls and a max win of 20,659.1x are enhanced with slick graphics and a fearless chicken.

And with an expanding bonus bag that fell off the back of a lorry, it’s easy to see why this chicken is so determined to get to the other side.

Players begin by setting their preferred gameplay parameters. Three levels of Easy, Normal and Hard will dictate the level length or number of tiles the bird has to cross and the level max multiplier value.

Strong clear colours and polished visuals set the scene for the determined chicken to make it across the motorway. Beginning on the grass verge, players click to send the bird across the lanes one multiplier tile at a time against the oncoming traffic.

Each safe step will see a safety barrier land to protect the chicken but one false move and it’s game over and back to the grass verge.

Keeping players on high alert, the Chicken Dash feature can randomly trigger multiple times in a game. The appearance and squawking of the rooster starts the bonus feature which protects the chicken from traffic throughout and allows it to pass over two or three tiles in one go.

A Bonus Bag feature can also randomly trigger. Players must land the chicken on the tile where the bag dropped to collect the prize. And the higher the risk level, the higher the prize.

A clear UI and straightforward gameplay mean players can focus on getting the chicken across the road in one piece – and hopefully with the bonus prize – while enjoying Chicken Dash’s crisp graphics and sly details in this high volatility and amusing game.

Sean Liu, Director of Product Management at TaDa Gaming, said: “Chicken Dash is a hugely entertaining crash game that will have players laughing out loud. The cartoon graphics add to the experiential play and we promise no chickens were hurt in making of this game.”

The post TaDa Gaming Delivers Highway Thrills in Chicken Dash appeared first on European Gaming Industry News.

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Cash Rain Event

TaDa Gaming Releases Cash Stack

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TaDa Gaming, a leading provider of innovative casino content, is redefining fast-play entertainment with the release of Cash Stack, an adrenaline-pumping crash game that puts timing, control and strategy directly in the player’s hands. With a max multiplier of 100x, Cash Stack delivers rapid gameplay, instant decisions and nonstop engagement.

Built for players who love simplicity and control, Cash Stack starts at a 1.01x multiplier, with the tension rising as players manually tap DROP to increase their payout potential. Every decision carries risk — one mistimed move and the round ends instantly. For those who dare, the game can soar up to 100x before the stack collapses.

The twist comes with the Cash Rain Event, a random in-game boost that can multiply winnings by 0.1x to 10x. Players must hit CASH OUT before the round ends to claim the bonus value, adding a thrilling layer of timing and anticipation. The result is a fast, skill-driven experience that rewards quick reactions and nerve.

Cash Stack embodies TaDa Gaming’s next step in the evolution of crash games — sleek visuals, simple mechanics and an emphasis on player control over automatic outcomes.

Sean Liu, Director of Product Management at TaDa Gaming, said: “Cash Stack takes the essence of crash gameplay and turns it into a true test of timing and instinct. Every round is a balance between greed and precision — do you cash out early or chase the big win? We’ve designed it to be fast, flexible, and highly engaging for players who want to feel in control.”

The post TaDa Gaming Releases Cash Stack appeared first on European Gaming Industry News.

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Games of the Future 2025

The Countdown is On: Less Than 3 Months to Go Until The Games of The Future 2025 Kicks Off in Abu Dhabi

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In just under three months, the world will turn its eyes to Abu Dhabi as the Games of the Future 2025 (GOTF 2025) prepare to deliver an electrifying showcase of competition, innovation and entertainment.

Set to redefine the boundaries of sport in a pioneering format where competitors must excel both in traditional sports and digital gaming arenas, the Games of the Future 2025 is set to be a sporting spectacular like no other.

For six days from 18-23 December, ADNEC will transform into a futuristic sports hub featuring sports and esports arenas, robot combat zones and drone racing tracks, as athletes and clubs from across the globe battle across 11 phygital disciplines that test speed, strategy and sporting prowess for a staggering USD 5 million prize pool.

Led by ASPIRE as the official delivery authority for the Games of the Future 2025, and supported by Ethara, the operations powerhouse behind some of the city’s key iconic events, athletes, fans and spectators can look forward to an exceptional edition that will elevate the Games of the Future into a landmark occasion on the global sporting calendar.

Residents and visitors can experience a taste of the action with an immersive roadshow at a series of locations across the UAE from October to December. Featuring live demos and interactive challenges, the tour will bring the thrill of phygital sport to life ahead of the Games of the Future 2025 in December.

Nis Hatt, CEO of Phygital International, said: “Phygital sports are rewriting the rulebooks of competition. With less than three months to go, transforming the iconic exhibition centre in the heart of Abu Dhabi into the world’s most advanced space for both digital and physical competition is no small feat. It requires the vision and dedication of hundreds of people to build bespoke digital arenas, pitches, and immersive experiences that will redefine how athletes compete and how fans engage.”

Fans will be able to follow every moment of the Games of the Future 2025 thanks to two newly confirmed media partners. Ei Nerd, Brazil’s leading entertainment platform boasting over 4 billion views, will bring the spectacle directly to its vast community, and BIGG, one of the foremost gaming and esports entertainment company in EMEA, will deliver comprehensive coverage via BIGG TV, the Middle East’s leading gaming channel, which reaches 50 million households in more than 100 countries.

The post The Countdown is On: Less Than 3 Months to Go Until The Games of The Future 2025 Kicks Off in Abu Dhabi appeared first on European Gaming Industry News.

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