Scaling Monetization in a Horror Game

Smartest techniques in the business.

Service: Monetization

Punchline Highlights

2.9× increase in ARPDAU (from $0.045 → $0.131) within 6 months
63 % lift in IAP depth across global markets
47 % increase in rewarded-ad views per user
‑24 % drop in tutorial abandonment

1. About the Game

A Horror Game designed for suspense-seeking players aged 16–35, combining puzzle-solving, stealth mechanics, and jumpscare-driven narratives. Built on Unity, the game featured episodic level releases and evolving AI antagonists, with immersive audio and low-light visuals tailored for mobile screens.

Key launch metrics (Month 0):

DAU: ~74 000 (49 % iOS / 51 % Android)
D1 retention: 34 %
D7 retention: 19 %
ARPDAU: $0.045
IAP conversion: 2.2 %

2. The Challenge (with Numbers)

Pain‑Point	Baseline Data	Impact
Tutorial bounce	21 % users exited before first chase scene	Weak monetization funnel and retention
Limited IAP engagement	88 % of payers bought a single jump-scare shield	Stagnant revenue with poor LTV prediction
Ad interruptions	Interstitials mid-cutscene = rage-quit spikes	Drop in retention and poor user reviews
Underperforming Tier-3 LTV	43 % installs, only 9 % revenue	Need for localized monetization triggers

3. Strategy / Solution

3.1 Gameplay Flow Optimization

Dynamic Fear Meter: Introduced intensity-based visual/audio effects and rewards based on stealth accuracy.
Episodic Unlock System: Star-based unlock gates after each episode encouraged replay and deeper session loops.

3.2 Monetization Layer

Layer	Implementation Detail	KPI Uplift
First-Time Bundle	$0.99 (jump-scare shield ×3, ad-free for 48 h, rare skin). Offered post Episode 1.	11.3 % CTR, 6.4 % CVR; 58 % buyers returned for Episode 2.
Fear Crates (Loot Boxes)	Themed boxes with hints, tools, and unlockables. Tiered by fear level.	AOV rose to $4.73 (from $2.91 baseline).
Survivor Pass	Monthly $3.99 sub (free revive/day, exclusive story scenes, XP boost).	3.6 % payer opt-in; 88 % monthly renewal.
Rewarded Ads	• “Second Chance Revive” (Unity Ads)
• “Decode Faster” boost (AdMob)
• “Unlock Diary Page” (Bigo)	Daily rewarded ads/user: 0.8 → 1.47 (+83 %).
Interstitial Logic	Only triggered post-cliffhanger or during rest screens. Capped to 2/session.	eCPM rose +27 %; rage-quits −52 %.

3.3 Regional & Thematic Adjustments

Localized Pass Pricing: Adjusted by country using Firebase Remote Config.
Adjoy-based UA Retargeting: Delivered jump-scare highlight videos to retarget mid-funnel users.
Themed Drops: Halloween & Friday the 13th events with regional superstitions boosted daily revenue in Tier-2 markets by 96 %.

4. Monetization Mix (Post-Optimization)

Revenue Source	Share	Networks / Tech
IAP (Crates & Revives)	42 %	Mintegral, Remote Config
Rewarded Video Ads	30 %	Unity Ads, AdMob, Bigo
Survivor Pass Subscription	21 %	Stripe / Google Play Billing
Interstitial Ads	7 %	Capped, post-event only, via AdMob Mediation

5. Results (6-Month Trend)

Metric	Month 0	Month 3	Month 6	Δ %
ARPDAU	$0.045	$0.091	$0.131	+191 %
IAP Conversion	2.2 %	3.8 %	5.3 %	+141 %
Rewarded Ads / User / Day	0.8	1.2	1.47	+83 %
D7 Retention	19 %	25 %	30 %	+58 %
Daily Revenue	$3.5 K	$6.7 K	$9.1 K	+160 %

(All figures net after store fees)

6. Conclusion

This horror game’s monetization scaled by focusing on moment-driven fear mechanics, immersive pacing, and contextual ad design. Strategic bundle timing, opt-in ads, and localized IAP tiers ensured high payer retention and positive review sentiment despite the niche genre. Steady growth across months validated horror as a viable revenue genre when paired with the right ad stack and player respect.