Nukebox shared their experience using Balancy to quickly launch new monetization campaigns devoted to real-life celebrations.
About Nukebox
Meet Nukebox, a mobile game studio from India renowned for its hit casual games in the cooking theme. In partnership with Tilting Point, they co-developed the famous SpongeBob: Krusty Cook-Off, which won the Google Play Users’ Choice Award in the U.S. in 2020.
Nukebox’s own portfolio also boasts iconic games such as Food Truck Chef. Launched in 2017, the game quickly became a worldwide sensation, reaching 16 million downloads in its first year. Even after seven years, players continue to enjoy it.
However, keeping the game fresh and up to date has become increasingly challenging for the studio, especially as new titles are released and demand the team’s attention. As a result, the team sought a solution to streamline and simplify their LiveOps workflow to keep the game engaging and well-monetized – and they’ve found it in Balancy.
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“Balancy helps us streamline monetization campaigns in Food Truck Chef, allowing us to launch new offers and target them for different player groups more efficiently. We see significant potential in using the tool to enhance our LiveOps delivery workflow”. Jasmeet Singh, Product Director at Nukebox. |
The challenge: Delivering LiveOps with maximum ROI
Food Truck Chef is a casual cooking management game featuring over 600 levels and more than 700 popular street meals, ranging from pizza to falafel. As players progress, they can upgrade their equipment for faster cooking, decorate their trucks, and unlock new locations to travel to. The game is rich in content, which is a fertile ground for effective LiveOps campaigns.
Real-world celebrations present an excellent opportunity to enhance player engagement by tapping into the festive spirit of the holiday. With the 4th of July coming up, Nukebox didn’t want to miss out, especially with their primary audience being players from the USA.
Preparing a game for such events can be a time-consuming process that demands planning and significant resources from the studio. It involves art teams creating thematic assets, game designers and LiveOps managers crafting well-balanced bundles, programmers ensuring the new bundles are executed correctly within the game, and analysts setting up performance metrics. What makes this process even more challenging is that all team members work across various platforms, and preparations often entail a lot of coding tasks that only programmers can comprehend.
Thus, monetization events are vital for boosting revenue, but they require significant resource investments from the team. Nukebox turned to Balancy to simplify this complex process and maximize the return on investment from their monetization campaigns. In this case study, we’ll walk you through the step-by-step creation of one of their recent campaigns.
The solution: Launching segmented special offers with Balancy
By leveraging Balancy’s features—including segmentation, offers, and game events—Nukebox efficiently launched its July 4th monetization campaign in Food Truck Chef with minimal team resources.
The team crafted four distinct offers tailored to different player segments. While the pop-up design remained consistent across all offers, each offer differed in content variety and pricing:
In Balancy’s offer builder, the team combined artwork with the bundles, set the offer duration, and limited the number of purchases:
After creating the four offers, the team launched time-limited events to deliver these offers to the game. A crucial aspect was segmentation: the audience was categorized based on two key criteria — paying status (paying/non-paying) and their level:
Segmenting by payer status helped the team to set prices that were more relevant to each player’s spending history. Lower prices were offered to non-paying players to increase conversion chances, while higher prices were set for paying players who already understood the value of the offers’ content.
The amount of resources offered varied based on player level, ensuring higher rewards for those who had progressed further. Giving more to those who have got far enough in the game is a good strategy – they have already seen more opportunities to spend these resources.
The results: New LiveOps campaign delivered to players in a few clicks
The Nukebox team set up the 4rth of July campaign in just a few hours, delivering new content to Food Truck Chef players right before the celebration. Everything was launched conveniently by the product team using one admin panel, eliminating the need for coding, JSON files, or involvement from programmers.
Additionally, the team can monitor campaign dates and performance using Balancy’s calendar dashboard:
