How a games studio built awareness for a visually rich portfolio across the Middle East and Africa.
With DESSY's audience targeting, inventory discovery and SmartCPM bidding, Perfect World Games reached 41 million new users across MEA - delivering 30% higher CTR and 25% lower CPC than their previous DSP.
Read the resultsWhen the product is a visual experience, the audience has to see it.
Perfect World Games builds visually ambitious titles - 2D, 3D, VR and multiplayer - where production quality is the differentiator. That creates a specific acquisition problem: a game that looks remarkable is undersold by an ad that can't show it, so formats and placements matter more than they would for a simpler product.
The portfolio added a second layer. Multiple titles across different genres meant players with genuinely different tastes, and treating them as one gaming audience left performance flat across all of them.
Their previous DSP wasn't clearing the bar on either count. CTR sat below where the team believed the creative could perform, and CPC was higher than the volume they were buying should have commanded across MEA.
Portfolio-scale reach across a fast-growing region.
Build audiences by title, not by studio
Define player audiences per game rather than across the portfolio, so a VR title and a casual multiplayer release each reach the players built for them.
Find supply that does the visuals justice
Surface display and video inventory across MEA capable of carrying high-production creative, prioritising environments where the games can be shown rather than described.
Scale across a diverse region
Activate across Middle Eastern and African markets from one platform, with consistent measurement rather than separate market-by-market buys.
Bid smarter on every impression
Apply SmartCPM to hold media cost down at high delivery volume, keeping efficiency intact as the campaign scaled.
Region-wide reach at portfolio scale. Better economics than the incumbent.
new unique users reached
impressions delivered
clicks recorded
CTR
higher CTR compared to their previous DSP
lower CPC compared to their previous DSP