Taking the standard gaming acquisition model and turning it on its head, Craftsman Plus focused on increasing creative content for Seriously Best Fiends Forever. By using simple paid acquisition networks, most game networks can increase installs quickly, but in order to find the users who will become the highest LTV consumers and ultimately provide massive ROI, Craftsman Plus developed two concepts for the title. These were released simultaneously in order to maximize UA budget while avoiding click fatigue. As the case study shows, this strategy worked extremely well. By greatly improving CTR and CVR, we drastically increased the efficiency of Seriously’s marketing spend. The first concept was used for localization and brought on a new wave of marketing mobile games to mobile audiences with a creative-first mindset.