The in-house media-buying team at Glory Partners shared the story behind Chicken Road by InOutGames. It is one of their biggest recent successes.
Most teams began hunting for the next big hit when the market became unstable. Nonetheless, Glory Partners didn’t have to look far. Their team transformed what many had dismissed as a second-tier Plinko clone—a cheap, low-potential fly-by—into a full-scale purchase product.
The choice was deliberate. Instantly, the game engages players. Its simple mechanics, short cycles, and the constant feeling of being almost there keep users in flow. Few manage to scale volume without sacrificing quality, while many understand this conceptually. That is exactly where Glory Partners focused its efforts.
First, the charts were stable but uninspiring. Budgets existed, however, growth did not.
Creative burnout occurred faster than expected. Ad auctions overheated, and simply increasing budgets drove up traffic costs while lowering quality. This is the opposite of what the team needed.
Glory Partners rethought the entire process. Instead of simply pouring more money into traffic, they focused on maintaining quality while scaling, not just on buying more.
The team rebuilt its entire operational loop around Chicken Road, focusing on traffic quality. The priority shifted from cheaper to better. Audience and device segmentation became central.
To create a clean funnel to click, they optimized loading speed, media weight, and the local relevance of visuals and text. Every unnecessary byte was treated as a potential conversion loss.
As an anti-burnout measure, they introduced a flexible messaging matrix to extend the creative lifespan without making drastic visual changes.
Localization and context, assets and copy were tailored to each market to ensure both speed and relevance.
Deliberately, Glory Partners kept internal creative details, as well as specific metrics confidential. What mattered was a quality-first foundation that let scaling without collapse, the principle.
