CASE: Squid Gamebler, Traffic Devils x InOut

South Korea has always been a challenging GEO: strict moderation combined with high stakes and a relatively cool auction. Classic titles like Plinko have long burned out — the spy feed was flooded with identical creatives, and competition quickly drained the audience. To break through the ceiling, something fresh was needed — a new mechanic and approach that could breathe life into the bundle.

At that moment, amid the renewed buzz around Squid Game in Korea’s media space, the Devils Facebook Team noticed the release of Squid Gamebler by provider InOut. The game immediately stood out: it featured a familiar storyline and a mechanic that felt fresher than standard crash games.

In Korea, Squid Game is cultural currency. Every user recognizes the visuals and memes; the setting evokes trust and instantly captures attention. For users, it reads as “native” content, boosting CTR and engagement compared to generic slots.

The popularity of the Squid Game keyword directly amplified the launch — players recognized the theme even at the ad stage. As a result, campaigns gained traction faster, and the game received a boost in the auction.

Preparation and setup

The team started by testing different elements of the funnel:

• Funnel type: PWA
• Creatives: Motion and UGC formats
• Launch setups: multiple testing rounds

Local context was key. In Korea, native ecosystems dominate — Naver as the main search engine, KakaoTalk as the primary messenger, and local social networks. Global platforms like Facebook and Google are less visible here but can still perform well with proper localization.

Initial steps

The launch began via Facebook, with several offers tested in parallel.

• Offer 1 showed strong conversions from day one and became the core of further scaling.
• Offer 2 underperformed at install stage and was quickly stopped.

Traffic was then redirected entirely to the PWA funnel, which allowed full customization — localized design in Squid Gamebler style, Korean language and currency (KRW), and bonus integration. This cohesive structure supported consistent conversion to deposits while maintaining ROI.

The creative department joined at the research stage. After analyzing what worked across similar funnels in this GEO, the team briefed designers with specific insights. By studying reactions of Korean streamers, YouTubers, and influencers, they created highly natural UGC scripts that resonated with the audience.

Realism became the main conversion driver — honest presentation, native language, and authentic tone.

Creatives and localization

Asian markets used to respond well to neon, flashy creatives with exaggerated winnings — but that era has ended. Today, realism and cultural relevance win.

A referral mechanism with “invite a friend” bonuses further improved retention and LTV.

Two main creative formats were used:

• Motion — simple gameplay demonstrations and genuine winning emotions.
• UGC — realistic slot gameplay on a smartphone, authentic player reactions, full localization (language + currency).

The key principle was authenticity — no fake jackpots, only believable moderate wins. This transparency built trust, resulting in smoother funnel performance.

Creative naming was shared with the partner to allow cross-tracking of ROI and quality metrics, aligning both sides. Once stable performance was achieved, the affiliate department confirmed results even before partner feedback, leading to a +$20 rate increase and direct improvement in overall economics.

Optimization and strategy

The team ranked their KPIs as CPI (Cost per Install), CPR (Cost per Registration), and CR (Conversion Rate), with ROI and CPD considered resulting indicators rather than primary control metrics.

Next came budget strategy. Campaigns were launched under CBO (Campaign Budget Optimization). Since most traffic runs at night, manual bid control (ABO) posed overspend risks. With CBO, Facebook algorithms distributed budget automatically across ad sets, optimizing for conversions.

Targeting remained broad: entire South Korea, age 21+, all genders. Language and interests were intentionally left open — no “casino” or “gambling” keywords to avoid limiting the audience. The creative itself served as the main filter, allowing algorithms to discover new converting segments.

Budget mechanics followed the 1–3–1 principle:
1 campaign → 3 ad sets → 1 ad per set.

This structure improved algorithm learning and signal clarity. Scaling was achieved through gradual budget increases (+10–20% daily) and campaign duplication across accounts, which expanded reach without burning frequency.

As a result, traffic volume grew steadily while maintaining efficient CPI and CR metrics.

Moderation challenges

Korean moderation is among the strictest. Initially, Squid Gamebler creatives passed review more easily than standard slots, but rejections started after a few days. To extend campaign lifespan, the team used neutral video previews, helping bypass automated filters — a temporary yet effective fix.

Creative teams quickly produced new batches of UGC and motion ads with refreshed scripts and localized styling. Continuous rotation and rapid production speed helped sustain momentum and campaign health.

Performance and stability

Conversion rates in Korea are known to fluctuate — due to payment systems, user behavior, or market trends. The team evaluated performance over extended periods, focusing on ROI consistency rather than daily spikes.

This approach ensured KPIs were met and campaigns remained profitable until creative burnout and competition growth.

Summary

Over a 30-day period, the campaign achieved FTD 1,098, Revenue $229,660, Profit $95,000, Spend $133,000, Deposit Sum $176,193, ROI 72%, and DEP2SPEND 75%, reflecting stable profitability and strong traffic quality that confirmed the effectiveness of the localization and creative strategy.

Squid Gamebler offered triggers that instantly resonated with users: a recognizable setting, simple mechanics, and fresh visuals appealing to algorithms. For a small GEO like Korea, this combination proved ideal — fast entry, high engagement, and sustained performance.

For games integration inquiries please reach out to InOut Games team.