How Glory Partners turned InOut Games' Chicken Road into a high-volume acquisition engine

The in-house media-buying team at Glory Partners shared the story behind one of their biggest recent successes—the rise of InOut Games' Chicken Road.

When the market became unstable, most teams started hunting for the next big hit. Glory Partners, however, didn’t have to look far. What many had dismissed as a second-tier Plinko clone—a “cheap fly-by” with weak potential—was transformed by their team into a full-scale acquisition product.

Why Chicken Road?

The choice was deliberate. The game instantly engages players: its simple mechanics, short cycles, and the constant feeling of being “almost there” keep users in flow. While many understand this conceptually, few manage to scale volume without sacrificing quality—and that’s exactly where Glory Partners focused its efforts.

Starting point: Stagnation and micro-issues

Initially, the charts were stable but uninspiring. Budgets existed, but growth did not.
The ad auctions were overheated, creative burnout occurred faster than expected, and simply increasing budgets led to rising traffic costs and declining quality—the opposite of what the team needed.

Instead of pouring more money into traffic, Glory Partners rethought the entire process—not “how to buy more,” but how to maintain quality while scaling.

Hypothesis: The product isn’t weak—the funnel is

The team rebuilt its entire operational loop around Chicken Road:

• Focus on traffic quality: Priority shifted from “cheaper” to “better.” Audience and device segmentation became central.

• Clean funnel to click: Optimization of loading speed, media weight, and local relevance of visuals and text—every unnecessary byte was treated as a conversion loss.

• Anti-burnout measures: A flexible messaging matrix was introduced to extend creative lifespan without harsh visual changes.

• Localization and context: Assets and copy were tailored to each market to ensure both speed and relevance.

Glory Partners deliberately kept internal creative details and specific metrics confidential. What mattered was the principle—a quality-first foundation that allowed scaling without collapse.

Practice confirms the approach

• Lower acquisition costs: Chicken Road turned out to be cheaper to buy into than most slots, thanks to its simple hook, humor, and instant “wow” factor—perfect for fast iterations.

• Scalable without collapse: With the right build, volume could grow without the auction choking. The rhythm stayed stable; there was no “dragging concrete” effect.

• Operational discipline:

  • Rapid hypothesis testing and quick elimination of weak performers;

  • Strict hygiene rules for sources and accounts;

  • Careful attention to the environment of creatives—headlines, pacing, and delivery rhythm.

Key process changes

• Traffic layering: Incoming flows were segmented logically.

• Depletion plans: Each segment had predefined “Stage B/C” scenarios to manage drops proactively.

• Smooth budget adjustments: Avoiding sudden spikes or cuts kept quality consistent.

• Micro-sprints for decisions: Morning hypotheses, evening conclusions—no long approval chains.

• Instant relevance: Ensuring users understood the offer within the first second increased engagement dramatically.

Results

• Quality rose alongside volume—a rare and valuable combination.

• Stable acquisition: Not a short-term spike but a consistent, predictable curve.

• Geo and segment flexibility: Warm markets converted instantly; colder ones were approached strategically.

• Team efficiency: With process clarity and predictability, the need for constant “firefighting” disappeared.

Insights that worked

• Short attention—long session: The faster users grasp the concept, the longer they stay.

• Micro-successes: Frequent “almost made it” moments drive retention.

• Humor over grandeur: The meme-like “chicken” theme outperformed polished, cinematic visuals.

• Speed over perfection: Multiple quick iterations beat one “ideal” creative.

• Preparedness enables scale: True volume follows when segmentation, messaging, and backup plans are ready.

What Glory Partners didn’t do

• The team didn’t rely on a single creative until exhaustion—regular rotation and updates kept performance consistent.

• Glory Partners didn’t pursue the cheapest clicks at the expense of traffic quality.

Conclusion

Chicken Road was far from a secondary product. Under the right framework, it became a sustainable, high-volume acquisition platform. Glory Partners’ success wasn’t built on luck or a single viral hit—it was the result of disciplined, methodical work: segmentation, relevance, iteration speed, and strict creative hygiene.

When all of these elements align, the “fun little chicken” stops being just entertainment and becomes a true workhorse for long-term growth.

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