From Niche to Mainstream – Scaling a Simulation Game with Precision UA

Key Performance Highlights

• 185% increase in d30 ROAS

   

• 3x growth in daily revenue

   

• 9+ countries profitably scaled

   

The Challenge

Simulation games are known for long engagement curves, but this one was struggling to break out of its niche. Despite a loyal player base and a solid gameplay loop, scaling was slow. Most new installs came from organic sources, and past paid campaigns failed to reach profitability.

The core challenge was unlocking meaningful scale while maintaining healthy ROAS. The team lacked the internal bandwidth for creative testing, competitive analysis, or geographic expansion. And as CPIs kept rising, every wrong step cost more.

The Strategy / Solution

The approach combined full-funnel analysis, scalable creative iteration, and surgical UA optimization. The goal: identify what made the top users stay — and then use that insight to find more of them efficiently.

1. Deep Player Archetype Mapping

• Segmented top 5% of payers by behavior, region, device

   

• Mapped session durations, retention curve patterns, and IAP triggers

   

• Used this to build sharper LAL audiences and persona-driven ad angles

   

Enabled smarter targeting across Facebook, Google UAC, and TikTok

2. Creative System Built on Simulation Fantasy

• Created new video formats emphasizing realism, roleplay, and player agency

   

• Used day-in-the-life POVs, branching outcomes, and mock chat overlays

   

• Added visual overlays showing “XP gain”, “Level up” or “Simulation Complete”

   

CTR jumped by 51%, Hook Rate increased 2.2x in top 3 geos

3. Geo Tiering and Budget Segmentation

• Ran budget-controlled tests in low-CPI regions first (Brazil, ID, MX)

   

• Gradually scaled winners to Tier 1 countries with higher LTVs

   

• Focused on cost-effective channels like Unity Ads and Apple Search Ads

   

d30 ROAS crossed 100% in 6 new markets within 4 months

Monetization Strategy

• A/B tested soft vs. hard IAP gates (limited energy vs. premium time skip)

   

• Rolled out “starter packs” with region-specific pricing

   

• Optimized ad placements by introducing skippable rewarded videos mid-task

   

IAP revenue rose 70%, while ad revenue improved 39% per user

Results

Conclusion

Simulation games don’t need a blockbuster launch — they need strategy, iteration, and long-term commitment. With a data-informed funnel and high-volume creative testing, this game became a global performer. From casual dreamers to hardcore fans, the user base expanded, the monetization stabilized, and the revenue engine hit its stride.