Cheap creative is expensive! Game companies are blessed with talented artists but often fall into the trap of letting the game artist make their ads. In prehistoric days, way back in 2012, of free-to-play mobile gaming we let clients create ads and focused on data science and media buying. Today, making ads that drive the highest ROI at scale is a scientific process as much as a creative one. We will share our process for creating, testing, optimizing and refining our ads and show how a great creative process will drive higher ROI and make you money. Our findings will surprise you!