The Truth About Creatives Testing

You can’t have a great game without great creatives or craft great creatives without a strong testing strategy. But, testing high volumes of creatives doesn't always translate into valuable creatives and campaign wins. So, what happens when you pause testing altogether? And which networks will let new creatives break through the noise? Spoiler alert 🚨 the answers will rock your world! Ayşen Kıratlı, Lead Growth Manager at Kwalee, dives deep into the process, pitfalls, and surprises of the publisher’s experiment, explaining which creatives are popular by platform, what to factor in when looking at winning ones, and why pressing pause on your testing might be the best strategy for your game. It’s a tactic that rocketed Kwalee’s ROAS, scaling certain campaigns by 150%, and will transform the way your studio takes on testing. CHAPTER TIMESTAMPS 00:00 - Intro 02:07 - Why experiment with creatives testing? 05:29 - Difficulties breaking into new creatives 12:20 - The world won't end if you stop testing 17:51 - Creatives popular by platform 20:20 - When to test vs let go? 22:37 - Adapting strategy 25:02 - What to consider for winning creatives 27:25 - How testing shifted strategy at Kwalee 31:50 - The switch to gaming 34:51 - Failure is one of the best teachers 37:37 - Advice on taking the first step