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About the Brand
Taj Rummy is India's leading Rummy App, offering a wide variety of Rummy games. It provides classic 13-card Rummy and fast-paced variations like Points Rummy. It is also India's First Rummy App with AI-secured gameplay.
About Newton
Newton is a performance-driven, AI-powered growth lab for iOS. Delivering end-to-end app growth through its advanced unified tech stack and expert Managed Services, built for success on the App Store.
Overview
To achieve sustainable growth in the highly competitive gaming industry and optimize rising acquisition costs, Taj Rummy partnered with Newton. The goal was to expand its user base by targeting high-value Apple users, enhance conversion rates, and drive growth while optimizing for lower Customer Acquisition Costs (CAC).
The Result
90%
Scale from non-brand campaigns
3X
Growth from performance campaigns
40%
Achieved lower CAC in the Rummy category
Rule-Based Automation for Campaign Optimization
- Automated scaling of high-performing keywords to drive traffic
- Paused underperforming keywords to prevent budget waste
- Optimized bids during peak hours and dynamic amic budget allocation
Real-Time Bid Optimization with Machine Learning Algorithm
- Analyzed user behavior to leverage high-conversion patterns in ASA campaigns
- Adjusted bids in real-time to optimize budgets and increase SOV
Strategic Scaling with Data-Driven Insights
- Scaled campaigns with high-relevance, high-conversion keywords
- Used feedback loops to refine targeting and reach the right audience
