Play and win with Snoopy.
Solitaire Grand Harvest grows reach and seasonal revenue.

By aligning the introduction of Snoopy gameplay to their biggest season, the team at Playtika wanted to protect their position as a market leader during the critical end-of-year holidays and tap into new potential audiences. They developed a highly integrated TV and social campaign centered around the IP collaboration that drove players to the App Store. To capture this increased intent and maximize visibility of their app during the most competitive season in gaming, the Playtika team combined investment in ads on the Today and Search tabs with a variety of ads across Apple News.

Today tab ads helped Playtika reach millions of people by positioning their brand prominently on the front page of the App Store. With ads on the Search tab, they reached gamers right as they began their search for apps to download. Additional carousel card, banner, and video ads across Apple News extended the awareness of their Snoopy integration, reaching new premium audiences engaged with trending topics and cultural moments in an editor-curated environment.

“We took a 360-degree approach to this Snoopy launch — aiming to be present and prominent everywhere across the Apple ecosystem. When we invested in placements across Apple News combined with ads on the App Store, we were thinking beyond just strict ROI. It was very important and valuable to drive that top-of-funnel impact with millions of impressions that enhanced brand awareness and helped us reach even broader audiences of potential players,” says Playtika User Acquisition Manager Tom Kaplan. With Apple News, Playtika drove 6.6 million impressions, and video ads had a completion rate of 15 percent.

Search results campaigns separated by keyword themes captured audiences further down the funnel. During the Snoopy launch, the team at Playtika found discovery campaigns particularly valuable. Search Match and broad keyword campaigns helped Playtika identify a previous nonexistent search term: Snoopy Solitaire.

“People may not download directly from an ad on the Today tab or after they see a TV ad, but they later recall those ads and go to the App Store to proactively search,” says Kaplan. “We could never have predicted how significant this Snoopy Solitaire term would become. Finding this keyword through our search results campaigns was essential to the success of our overall launch, driving exceptional conversion rates because players typing Snoopy Solitaire had clear intent; they knew exactly what they had seen in an ad and knew what app they wanted to find.” The impact of this keyword insight extended beyond this launch. Playtika plans to incorporate the learning into their Apple Ads keyword strategy for all future IP collaborations.

Throughout the campaign, the team actively monitored campaign performance, adjusting budgets and optimizing keyword bids based on KPIs like cost-per-impression and return on investment. “When people search for your brand or relevant generic keywords, their intent is at its highest — not only to download the app but also to make in-app purchases,” says Kaplan. “With Apple Ads search results campaigns, we were able to optimize performance in real time as well as maximize the impact of our TV campaign and display placements, attracting players who convert into paying customers and driving higher-quality acquisition.”