Sketching Success – Unlocking Profitable Scale for a Draw Puzzle Game

Key Performance Highlights

• 132% increase in d30 ROAS

   

• 3.4x user base growth over 6 months

   

• 240+ creatives tested across 5 channels

   

The Challenge

This draw-based puzzle game launched with a compelling mechanic but faced early monetization and scalability issues. While organic installs trickled in from the “brain training” category, paid acquisition struggled to sustain ROAS beyond Day 3.

The team needed a better understanding of their most resonant creative themes, and a more sophisticated media buying approach to capitalize on the game’s unique, visual hook.

The Strategy / Solution

RocketShip HQ deployed a dual-pronged strategy: optimizing visual storytelling in ad creatives, and refining LTV prediction models based on early behavioral signals.

1. Creative Ideation Focused on Curiosity

• Explored “unfinished drawing” concepts that encouraged viewer participation

   

• Created challenges like “Draw the missing bridge” or “Can you rescue her?”

   

• Prioritized vertical video and TikTok-native gestures

   

These ads improved Hook Rate by 68% and CTR by 2.7x in the first month

2. Data-Driven Optimization Models

• Used early indicators (draw error rate, hint usage) to cluster users by LTV segments

   

• Fed this back into Meta and Unity Ads for value-based lookalikes

   

• Paused non-performing segments with <50% d7 ROAS to reduce budget waste

   

Overall cost per purchase dropped 38% while retention remained stable

3. Creative Stress Testing & Iteration

• Ran weekly battle tests with 8-12 variants per concept

   

• Soft-launched first in Tier-3 markets to validate without overexposing Tier-1 audiences

   

• Introduced audio-on/off A/B tests to capture silent scrollers

   

Monetization Strategy

• Incentivized hints via rewarded videos (25% higher opt-in than native prompt)

   

• Bundled custom brushes and themes into seasonal IAPs

   

• Integrated “Undo” packs as one-time purchases at level choke points

   

IAP revenue lifted by 147% while ad revenue grew through higher session depth

Results

Conclusion

Through curiosity-led creative testing, smarter segmentation, and monetization nudges designed around real user behavior, the draw puzzle game turned into a global hit. A blend of psychology and precision media buying made all the difference in helping this title draw in serious revenue.