Hi, this is booded. We are a media buying team within the Marlerino Group holding. As of early May, we’ve taken the #1 spot in FB performance for our Lamba Contest — an internal Lamborghini Huracan giveaway among the holding’s teams. One of the reasons behind this breakthrough was our successful case with Chicken Road 2.

Today, we’ll share how we made $807,289 in just 2 months by running campaigns around two versions of the Chicken Road slot, and discuss traffic quality and the importance of retention through push notifications.

Part 1 — Getting Started with the Slot

At the end of 2024, we started seeing various Chicken Road creatives in spy tools, and by early 2025, the volume had significantly increased, prompting us to test it.

We launched traffic across three geos: France, Belgium, and Italy. Here’s the technical setup ↓

• FB accounts — agency accounts
• Tracker — Keitaro
• Anti-detect — Octo Browser
• Apps: iOS — in-house development, PWA — via our in-house builder, Push notifications — through our own service.
  

65% of the traffic went to PWAs, and 35% to our iOS apps.

Here are the creatives we used ↓

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Campaign results. Here’s what we achieved after a month of running traffic: 

The results were good considering the volume, and we could have continued scaling. However, by the end of the month, we noticed declining ROI and auction difficulties — competition grew, approaches burned out faster. In early April, we discovered Chicken Road 2 and decided to test it.

Part 2 — Transition to the Sequel

Essentially, Chicken Road 2 isn’t a new product but a reimagined version of the original. The mechanics stayed mostly the same, but the visuals were refreshed — and that made all the difference.

Against the backdrop of banner blindness and exhausted creatives from the first game, Chicken Road 2 felt like something fresh. It visually leaned toward the style of another popular slot — Crossword — which made it more user-friendly and emotionally triggered players with a “second chance” feeling.

Users who tried Chicken Road 1 but didn’t win saw the sequel as a shot at redemption — a simple but powerful psychological trigger combining excitement and hope.

During testing, we simply started using this new version in our creatives — without changing the FB account. Tests showed strong results, so we scaled up.

We didn’t change the tech stack, creative process, testing algorithms, trackers, or split setups — just swapped in the new slot. It wasn’t a new launch but a relaunch with a single new variable.

Our approach:

The majority of our traffic still went to PWA, which gave us more flexibility for design localization and aggressive visual testing.

We tested four design variations — localized versions with country flags, local currencies, banks, and matching user avatars performed the best, giving a +17% boost in install CR purely through increased trust.

Creatives:

We didn’t invent a new style for Chicken Road 2. We simply increased the number of creatives within our existing system.

The only real difference from the original was the number “2” in the title.

Campaign results. Here’s what we achieved after a month of running traffic: 

Some might say the ROI could have been higher, but we intentionally lowered it to scale quality traffic stably through a win-win model with the advertiser. Our April goal was $450K profit from Chicken Road, and we achieved it.

Part 3 — Boosting ROI and Quality Through Push Notifications

Push funnels are a crucial part of our system. They’re not just an upselling tool, but a full-fledged monetization channel. With our in-house push service — featuring analytics, content, and logic at the offer level — here’s what we do:

Targeting:

Our tech team built a flexible push system. We know the exact offer a user landed on post-install and tailor push notifications accordingly — by offer, bonus, and geo. We even experiment with branded pushes from advertisers to maximize revenue in certain geos.

Scenarios and structure:

• Conversion Pushes: Core quality source, triggered by key actions (install, registration, deposit, re-deposit).
• Event Pushes: Perfect for:
  • Sports events → “Today: Real Madrid vs Barcelona. Best odds live!”
  • Live games → “Crazy Time $1,000,000 jackpot today — don’t miss it!”
• Scheduled Pushes: Morning activation, lunchtime reminder, evening motivation — customized per geo.
• Instant Pushes: Mass blasts during peak times.

Content:

We focus heavily on text quality. Using GPT for generating headlines, we maintain a strict structure: 4–5 words in titles, 5–6 in body text. We trim everything unnecessary.

Pushes are built around the “lost opportunity” meme concept — communicating: “You’re almost there, just a little more!”

Although the case is about Chicken Road 2, Sweet Bonanza is a great example of how we guide users deeper into the product funnel.

Other examples:

Results:

• Event-based pushes for European geos showed up to 10% CTR.
• Scheduled pushes averaged 1–2% CTR.

We evaluate every push campaign and keep only those that deliver.

How Chicken Road 2 Approach Improved Traffic Quality

The provider’s main goal is to quickly inform players about a new slot release. This isn’t possible without massive reach. UBT (User-Based Targeting) and influencers create the initial spark, but Facebook ads scale it into a trend.

How it works:

• Influencers/UBT create buzz and organic interest.
• Facebook acts as a springboard, amplifying reach to a mass audience.

This social traffic mechanism turns niche trends into widespread adoption.

Additional bonus: promoting products where the slot is available earlier than competitors.

The earliest adopters benefit most — as engaged traffic flows toward them.

Traffic quality changes:

• FTD growth: +11% on average compared to Chicken Road 1.
• Biggest jumps observed in Tier-1 countries.

This approach also helped revive products with dropping conversions, returning them to top split positions.

Why It Worked

Chicken Road 2 visually resembles “Mission Uncrossable,” a slot that went viral in influencer circles back in 2022. This recognition boosted engagement.

Facebook wasn’t just a traffic source; it turned localized hype into a global trend. As soon as a team sees initial results in one geo, they scale it to others, creating worldwide buzz.

Our Takeaways

This case showed that even one new variable can breathe life into a burnt-out bundle. Without changing the offer, funnel, or traffic format, we generated $471K in monthly profit simply by triggering a “second chance” feeling among users.

Key insight:

You don’t always need to invent something new. Sometimes, changing the “cover” and keeping the core structure intact is enough — as long as you package it right and give users a fresh emotional hook.

Chicken Road 2 is a proven way to squeeze +50% out of an old bundle — especially if you already ran campaigns for the original. The slot is still relatively new and, based on experience, will remain a trend for at least another month.

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