31% Android D7 ROAS MoM Growth
20% iOS D7 ROAS MoM Growth
About Potato Play
Potato Play is a leading mobile game developer focused on creating accessible, fast-paced casual games. Its popular titles include Merge Restaurant and Spookyville, which appeal to a broad audience ranging from 18 to 55 years old.
Potato Play primarily generates revenue through in-app purchases and advertising.
Despite its strong ability to attract players, Potato Play faced challenges maintaining stable Return on Advertising Spend (ROAS), particularly on Day 1 (D1) and Day 7 (D7). To address these challenges, Potato Play partnered with TyrAds to optimize its user acquisition strategy and improve user retention.
Challenges
Before partnering with TyrAds, Potato Play struggled to maintain stable ROAS performance over longer measurement periods, particularly D7. At the same time, increasing user acquisition volume while improving both short-term and long-term ROAS was a key priority.
Key Challenges
ROAS Fluctuation
Maintaining stable advertising returns across both D1 and D7 was a major challenge.
Balancing Scale and User Quality
Potato Play needed to expand its user base without compromising user engagement and overall traffic quality.
Monetization Efficiency
Ensuring that newly acquired users generated sufficient revenue through in-app purchases and advertising interactions was essential for meeting industry benchmarks.
TyrAds’ Strategic Solution
To address these challenges, TyrAds implemented a series of targeted strategies.
1. Diverse Event Structures
TyrAds developed campaigns with multiple engagement levels designed to appeal to different types of players.
Events were structured around specific time periods to encourage users to engage with the game at different stages of their journey.
Rewards for in-app purchases and advertising interactions were also optimized according to the game’s monetization model.
2. A/B Testing for Reward Optimization
TyrAds used A/B testing to fine-tune reward values and find the right balance between user engagement and campaign profitability.
This approach helped identify the most effective event structures for driving both revenue and user retention.
3. Anti-Fraud System Integration
TyrAds integrated a comprehensive anti-fraud solution covering:
- Geographic targeting
- Carrier identification
- Device characteristics
These measures helped filter fraudulent activity and ensured that the marketing budget was focused on acquiring high-quality users.
4. Creative Updates for Major Festivals
During major holidays and festival periods, TyrAds introduced festive-themed creative assets designed to improve conversion rates.
By aligning creatives with seasonal events, the campaigns were able to generate stronger engagement and retention during important acquisition periods.
Results Achieved
The collaboration between Potato Play and TyrAds delivered strong improvements across both Android and iOS.
1. 31% Increase in D7 ROAS for Android
Over the course of two months, Android campaigns achieved a consistent 31% month-over-month increase in D7 ROAS.
2. 20% Increase in D7 ROAS for iOS
On iOS, Potato Play achieved a 20% month-over-month increase in D7 ROAS, significantly improving on previous performance benchmarks.
3. Consistent D1 and D7 ROAS Performance
During the two-month optimization period, TyrAds maintained both D1 and D7 ROAS above Potato Play’s target KPIs, ensuring a consistent flow of high-quality users.
Key Takeaways
The collaboration demonstrates that diverse event structures, precise reward optimization, and effective anti-fraud measures can play an important role in maximizing ROAS for casual mobile games.
By continuously analyzing real-time performance data and adjusting campaign strategies, TyrAds successfully improved both short-term and long-term performance for Potato Play.
Future Opportunities
Following the success of the campaign, Potato Play plans to further expand its partnership with TyrAds.
Future opportunities include:
- Launching new game titles with flexible acquisition budgets
- Expanding into global markets
- Leveraging TyrAds SDK integration
- Exploring new monetization opportunities
- Scaling user acquisition while maintaining strong performance
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