![]() However, he added, “Our top positions in the charts are the direct result of the work and excitement we put into our games – which we believe is ultimately the best UA strategy possible. Stock up on food, clothes and weapons, build and strengthen your base, because this reality is cruel. We’re moving a larger portion of our acquisition budget towards it,” said Kulakov. The most important task in Last Day on Earth is to survive. This has helped us meet our return-on-ad-spend (ROAS) goals while also letting us scale campaigns and increase volumes. “We recently started running Unity Audience Pinpointer campaigns as part of our UA strategy with Unity Ads. Our priority is the game and IAP, and Unity IAP makes that very easy for us.”Ī small in-house team is dedicated to UA, focusing mainly on performance marketing. According to Andrey Kulakov, Kefir’s Head of Marketing, “By design, ads only make up perhaps five percent of our game revenue. The bulk of LDOE’s revenue, however, comes from IAP. While Kefir integrates advertisements into LDOE using Unity Ads, they try to minimally impact their game world by fine-tuning the frequency of impressions, and they especially appreciate how Unity Ads minimizes external calls in Android environments. In addition to game creation, Kefir uses Unity to monetize their game through ads and in-app purchases (IAP), and to grow their game with UA strategies. Highly focused teams solved different game mechanics by working on separate Unity modules in parallelĮnhanced monetization and marketing strategies with Unity Ads, Unity IAP, and Audience PinpointerĪchieved smooth gameplay experience across all devices using the Unity Memory Profiler. ![]() ![]() Soft-launched mega-successful LDOE in just 62 days For LDOE, Kefir has embraced a wide range of Unity’s offerings. And the business teams use Unity to ensure easier, more effective ways to attract new players and sustain revenue growth through user acquisition (UA) and ad placement strategies. Kefir’s artists use it to create and apply humanoid avatars, inverse kinematics, and particle systems. So, where does Unity fit in the LDOE world? To start, the studio uses Unity to speed up and optimize their game architecture and coding tasks. Last Day of Earth: Survival is the latest survival and crafting game for mobile and if you want to survive the zombie hoard, you should follow our tips. “We really hate tutorials,” he joked, but promised that they’ll provide some for those who like them. Still, he understands that some players like instructions. “We pride ourselves on creating intuitive resources that don’t need to be explained, so we consciously limit the number of buttons, settings and instructions that appear on the screen,” said Petr Kostylev, Kefir’s Art Director. They decided to focus on three challenging tasks: bringing the genre to mobile natively, developing multiplayer capability and community, and building a simple UI for relatively complex gameplay. In a market saturated with survival games, Kefir looked for ways to stand out. ![]()
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