This IQ-based puzzle game was already engaging users organically through brain-teasing levels and daily logic challenges. But growth had plateaued, and user acquisition costs were creeping up. The team had tested a few creative variations internally but lacked a scalable process for paid growth. ROAS was inconsistent, and retention drop-offs after Day 3 made it difficult to unlock real lifetime value from paid cohorts.
They needed a full-funnel strategy — one that would attract thinkers, not just clickers, and align monetization with long-term cognitive engagement.
The approach kicked off with deep analysis of user behavior, segmenting top-retaining users by creative entry points, geography, and gameplay patterns. From there, a focused strategy was built around 3 pillars:
Metric | Before | After (6-month period) |
Day-7 ROAS | 42% | 118% |
Ad Spend Profitability | Limited to Tier 3 | Scaled across Tier 1-2 (5.3x) |
Installs | ~55k/month | 350k+ over engagement |
Average Playtime (d0) | 6m 12s | 11m 08s |
Retention (Day-3) | 24% | 41% |
This IQ puzzle game transitioned from a clever indie release into a performance-backed mobile product with global traction. By aligning user acquisition with core gameplay psychology — and backing it up with consistent creative testing — the team achieved full-funnel efficiency without compromising on brainpower appeal.
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