Scaling Monetization & UA for an Arcade Game in Tier-1 Markets

1. About the Arcade Game

A fast-paced mobile arcade game published in early 2024, targeting casual users aged 13–35. Released on both iOS and Android, it quickly gained organic traction in global markets, including the US, UK, Canada, and Australia. The client wanted to grow installs sustainably while monetizing efficiently using a mix of ad formats and IAP.

2. The Challenge

Despite strong early install numbers, the arcade title faced core monetization inefficiencies and retention gaps:

• CPI in Tier-1 markets ranged from $0.52 to $0.61, making it hard to maintain positive ROAS on scale.
  
  
• eCPM on interstitials was stagnating at $8.40 (global average).
  
  
• Ad fill rate dropped to 82% on Android in SEA markets.
  
  
• Day-7 ROAS remained under 29%, failing to reach breakeven by Day 30.
  
  
• Monetization was limited to a basic ad stack with no in-app bidding, resulting in missed high-bid opportunities.
  
  

The publisher needed to optimize both user acquisition efficiency and ad revenue performance—without harming retention or increasing churn.

3. The Strategy / Solution

User Acquisition Strategy

• Ad Networks Deployed: Unity Ads, Mintegral, and Bigo Ads were used to access global inventory.
  
  
• Creative Strategy: Short-form 6–12 second playables and vertical video ads were created for A/B testing across platforms. CTA-focused creatives showed 23% better CTR.
  
  
• Geo Optimization: Split campaigns between North America, MENA, and SEA using bid modifiers and language-matched creatives.
  
  
• Cohort Bidding: D7 ROAS targeting was implemented in Unity and Mintegral, with bid adjustments based on LTV prediction models.
  
  
• Sub-source Filtering: Sub-publishers with D2 ROAS <10% were paused weekly, increasing average LTV by 16%.
  
  

4. Monetization Strategy

The app integrated a hybrid monetization system via MAX mediation:

• SDKs Added: AdMob, Unity Ads, Mintegral, Bigo, and Adjoy.
  
  
• Ad Formats Used:
  
  
  • Rewarded Video: Offered for revives and bonus spins
    
    
  • Interstitials: Triggered after every 3 failed attempts
    
    
  • Banners: Passive, placed on the bottom edge (muted)
    
    
• In-App Bidding Setup: Enabled across all major partners; waterfall fallback applied to Adjoy and Bigo in Tier-2 regions.
  
  
• Dynamic Floor Price Testing: Weekly floor adjustments based on traffic heatmaps. SEA floors raised by 12%, improving fill rate by 8.5%.
  
  
• A/B Tests: Tested three different reward tiers for video ads. Tier 2 (50 coins reward) delivered best ROI with 28% higher completion rate and stronger re-engagement.
  
  

5. Results

6. Conclusion

Through strategic ad network partnerships, bidding optimization, and hybrid monetization via rewarded and interstitial ads, the arcade game achieved significant revenue and UA improvements. Fill rates rose, ROAS nearly doubled, and installs scaled with consistent quality. This campaign proved that even simple arcade titles can deliver strong performance with the right targeting, creative testing, and bidding intelligence.