By S. M. Mehdi Rizvi, ASO, UA & Monetization Consultant for Mobile Games
Most mobile game studios treat User Acquisition (UA) like a slot machine—pour in money, pray for ROI. Result? 80% burn their budgets within weeks.
As a UA, ASO, and Monetization Service Provider, I’ve optimized 100+ campaigns across Hyper-Casual, RPG, Strategy, Casino, and Simulation genres. My data-driven approach has:
✔ Reduced CPI by 30%+ for racing games.
✔ Boosted LTV by 61% for puzzle titles.
✔ Doubled ROAS for mid-core RPGs.
Below, I’ll share real case studies, genre-specific KPIs, and the exact strategies that scaled games profitably.
Why UA Fails: Genre Blindness + Poor Metrics
UA isn’t universal. What works for a Hyper-Casual game fails for an RPG. Here’s proof:
Case Study 1: Hyper-Casual (CPI Drop: 40%)
Problem: High CPI ($0.80) but Day 3 retention crashed to 12%.
Solution:
- Switched from static ads to playable ads (+22% conversion).
- Added a “first-win” reward in onboarding (D1 retention ↑18%).
- Optimized for Tier 2 markets (India, Brazil) to reduce CPI.
Result:
| Metric | Before | After | Growth |
|---|---|---|---|
| CPI | $0.80 | $0.48 | -40% |
| D3 Retention | 12% | 21% | +75% |
| ROAS (Day 7) | 80% | 130% | +62.5% |
Key Takeaway: Hyper-Casual thrives on instant gratification ads.
Case Study 2: RPG (LTV Boost: 85%)
Problem: Low payer ratio (1.2%) despite high ad spend.
Solution:
- Re-targeted players who completed Level 5 (↑ payer ratio to 3.4%).
- Added a “Starter Pack” post-tutorial (↑ ARPPU by 55%).
- Ran UAC campaigns focusing on “epic boss fights.”
Result:
| Metric | Before | After | Growth |
|---|---|---|---|
| LTV | $8.50 | $15.70 | +85% |
| Payer Ratio | 1.2% | 3.4% | +183% |
| CPI | $3.20 | $2.90 | -9.4% |
Key Takeaway: RPGs need long-term engagement hooks.
Case Study 3: Casino (ARPU Up 70%)
Problem: High installs but low monetization (ARPU = $0.90).
Solution:
- Live ops events (e.g., “Weekend Jackpot”) ↑ sessions by 30%.
- VIP tiers for whales ↑ ARPU to $1.53.
- ASO fix: Added “slots” + “real money” keywords ↑ organic by 25%.
Result:
| Metric | Before | After | Growth |
|---|---|---|---|
| ARPU | $0.90 | $1.53 | +70% |
| D7 Retention | 18% | 25% | +39% |
| Organic Installs | 1K/day | 1.25K/day | +25% |
Key Takeaway: Casino games monetize via FOMO and social triggers.
Genre-Specific UA/ASO Strategies
1. Hyper-Casual
- CPI Target: <$0.50 (Tier 2 markets).
- Creative: 5-second “fail” clips.
- ASO Focus: “Addictive” + “One-tap” keywords.
2. RPG
- LTV Target: $20+ (via IAP stacking).
- Creative: Boss fights + loot drops.
- ASO Focus: “Epic battles” + “character upgrade.”
3. Simulation
- Retention Target: D7 > 22%.
- Creative: Base-building timelapses.
- ASO Focus: “Tycoon” + “management” keywords.
4. Casino
- ARPU Target: >$1.50.
- Creative: Jackpot win screens.
- ASO Focus: “Free spins” + “slot machine.”
The 5-Step UA Scaling Checklist
Before increasing spend, ensure:
- CPI < 35% of LTV (e.g., LTV=10→CPI<10→CPI<3.50).
- D1 Retention > 40% (Hyper-Casual) or >25% (RPG).
- 2+ Profitable Ad Creatives (ROAS >120%).
- MMP Integrated (AppsFlyer/Singular for attribution).
- ASO Optimized (Icon, screenshots, keywords).
If you find this valuable, please don’t forget to leave a comment. Your feedback is greatly appreciated. Also, feel free to share it with others who might benefit from it.
2 Responses
Really Helpful Insights.
Yes Mehdi, you are absolutely right. We are firsthand witnesses to the time when our UA, Monetization, and ASO managers used to run campaigns without any clear strategy. As a result, budgets were wasted, and we struggled to justify the outcomes, it was a very frustrating phase for us.
But thanks to your consultancy, our games have grown by up to 350%, and we’ve seen a 70% improvement in IAP (In-App Purchases) solely because of your guidance.
We highly recommend Mehdi Rizvi for User Acquisition and Monetization consultancy.