Learnings from

Ace2Three Rummy
ONLINE GAMING
HAS GROWN
EXPONENTIALLY
INDEXED SPENDS OF GAMING CLIENTS ON HOTSTAR
1873.0

Increased penetration of 4G and smartphones 1676.0

have led to players transitioning from offline to
online gaming

Gaming players backed by large venture capital

funds – Sequoia Capital, Matrix Partners and
Venture Catalysts

Ax i s T i t l e
815.0 846.0

Digital Ad Expenditure from Gaming clients have

been on a steady rise 417.0

100.0
Gaming companies have partnered with Disney +
Hotstar at varied levels of investment to solve for
FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020
user acquisition and retention
Axis Title

Source: https://www.statista.com/statistics/235850/value-of-the-gaming-industry-in-india/
https://www.vccircle.com/matrix-partners-india-leads-series-a-funding-round-in-gaming-app-zupee/
ACE2THREE RUMMY AGGREGATED
90 MN+ REACH OVER 11 MONTHS
ON DISNEY+ HOTSTAR
JOURNEY OF ACE2THREE ON HOTSTAR CONTINUOUS REACH BUILDUP THROUGHOUT YEAR

15-20% Incremental Reach explosion after start of

Reach M-O-M Midroll Takeover
91
Ad Asset Purpose
78

Associatio Impact 69
Build Brand
A n with Properties BB
Association 60
Marquee Tamil & BB
& Salience 52
Properties Telugu
44
B Always-On High SoV Capture 38

Ax i s T i t l e
Monthly Midroll Incrementa
Presence Takeovers l Users 25

Raise 14 34
C Geo and
awareness 6
9 24 20
26 25
33 32
Targeted Interest 17
with
Ad Assets Targeted 7
relevant
Midrolls
audience 9 19 9 9 19 9 9 9 20 20 0
01 20 01 01 20 01 01 01 20 20 02
D Spotlight
Drive clicks
M
ay
2
J un J ul
2
Au
g2
Se
p
Oc
t2
No
v2
De
c2
Ja
n
Fe
b
M
ar
2
and
Targeted Frames +
encourage
Display Instream
Display
registration Axis Title
s Reach (in mn) Cum reach (in mn)
Source: Internal
OPTIMISED USE OF AD ASSETS
LEADS TO DECREASED eCPM AND
CPC M-O-M

DIP IN CPC M-O-M FOR ACE2THREE DIP IN eCPM M-O-M FOR ACE2THREE

6.1 50% dip in CPC 40% dip in CPM

from Oct-19 114 116 from Oct-19
5.4 111
6 .0

4.9 5.0 102 102

5 .0

4.5 4.5
4.3 4.3
4 .0 3.7 84

3.0 71
3 .0

2.6

2 .0

44 45 46

1 .0
32

0 .0

9 19 9 9 9 9 9 9 0 0 0
201 20 201 201 201 201 201 201 202 202 202
y n l g p t v c n b ar
M
a Ju Ju Au Se Oc No De Ja Fe M May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20
CPC
eCPM

Source: Internal Source: Internal

MIDROLL TAKEOVERS ARE
THE MOST OPTIMAL AD ASSET
FOR USER ACQUISTION

Normalised 10 sec
Ad Assets Impressions Clicks (in mn) Spends (in CPC eCPM
A Midroll Takeovers are the best performing asset with (in mn) cr)
an eCPM of Rs 52 and CPC of Rs 2.9.
Roadblock 2306 41.21 11.89 2.88 51.54

Impact 3 0.06 0.04 6.90 126.06

B Sharp targeting with Interest Ads performed better Billboard 80 0.40 0.30 7.54 37.63
for Ace2Three than Demo-Geo Ads
Gaming 73 0.28 0.23 8.20 107.41

Geo 397 5.41 4.93 9.12 124.20

C Geographically tailored creatives appealed to local

audience sentimentality and drove high VTRs of 95%+ Display 150 0.97 0.99 10.14 65.77
ASSOCIATION WITH
DISNEY+ HOTSTAR LED TO
SIGNIFICANT UPLIFT OF BRAND KPIS

Aided Message
Awareness Usage
Association
Uplift: 6%
Uplift : 8% Uplift: 14%

BLS Norms : 7% BLS Norms : 8%

Brand Metric Male Female

Aided
+11% +6%
Awareness
Message
+20% +8%
Association
At 95% confidence intervals, campaign led to significant uplifts
in brand messaging and awareness across both Males and Females,
with comparatively higher impact in Males
Control: People who had not seen the Ace 2 3 campaign
Expose: People who had seen the Ace 2 3 campaign
Study was done in March’20 – 9 months after Ace 2 3 started on HS
Frames Midrolls
DISNEY+ HOTSTAR SOLVES
FOR BUSINESS OBJECTIVES
IN THE GAMING INDUSTRY

Increase in investments of greater than Optimal

10L led to 32% increase in results Always on Leads to 15-20% monthly incremental reach
Investment
for overall metrics and Brand KPIs Presence and monthly decrease of CPR
Share

Use High • Brands with freq @ 4+ show 1.2X

Association with Impact Properties Impact User Acquisition Frequency increase in Aided Awareness and Message
leads to 1.5X metrics in brand Properties & and heavy Association as opposed to those @freq<4
KPIs like brand association and Influencer and rotation • Use of 6 creatives by Ace in Mar’20 led to
brand favorability signifycant uplift of CTR (2.4% vs 1.9% over
Connect Retention of creatives other months)

Pan India • Mixture of midrolls + frames leads to optimal CPC and

Targeting minimizes eCPM
+Optimizing Ad • +14% increase in brand KPIs of campaigns that use
Assets Mix a combination of ad assets as opposed to singular ones

Source: Internal Hotstar Analytics + BLS Studies

Appendix
Thank You