The Challenge

Our client, a renowned global developer of midcore mobile games, faced a series of significant challenges:

- Diversifying Paid Traffic
With a successful midcore game that had been on the market for over five years, the client was searching for a new, scalable traffic source to attract fresh users. Traditional traffic channels had been exhausted after years of active advertising campaigns.

- User Engagement and Retention
The core objective of the campaign was to actively engage new users, build a strong gaming community, and retain high-value players ("whales") who spend $1,000+ in the game. Achieving a high level of user loyalty was a major challenge.

- Balancing ROI
An important secondary KPI was ensuring a positive return on investment (ROI) from the acquired audience. Given the complexities of the in-game economy, it was crucial to find a balance between acquisition costs and user revenue.

- UA Expertise Gap
A lack of experience with OEM traffic made it more challenging to identify and effectively utilize new promotion channels.