Dead by Daylight: Creative Tests on Two Main User Acquisition Channels

Dead by Daylight is a PVP based action survival horror game where a team of individuals attempt to escape the clutches of a slasher/monster.

While Dead by Daylight is available on the App Store and Google Play, the majority of its user base primarily plays on consoles and Steam.

Behavior Interactive conducts creative tests with SuperFaction on two main user acquisition channels:

• TikTok – A social media platform that utilizes its own unique algorithm and audience to serve ads to potential customers.
• StackAdapt – A programmatic network that uses machine learning to deliver targeted ads to their respective audiences.

The ads include various videos and banners, ranging from 2D, 3D, and UGC, with lengths between 15 to 30 seconds.

The Corn Maze creative by SuperFaction performed best on both campaign types, demonstrating similar efficiencies on CBO and more efficient delivery on ABO campaigns. Most of the SuperFaction creatives exhibit strong CTRs and completion rates relative to other creatives in the space.

It’s interesting to note that the creative with the highest impressions also had the highest CTR but the lowest view-through rates. This suggests that TikTok identifies users with high-intent engagement as quality prospects for Dead by Daylight.

• Banner ads were most successful on StackAdapt, achieving the lowest CPA and the highest number of installs.
• They included various types of banners in multiple resolutions, with some specifically highlighting DLC, such as Sadako Rising.
• The key message “Team up with your friends to escape” remained consistent across multiple ads.
• Among them, the larger 300×600 rectangle-shaped banners performed the best.