Sprint to Scale – Creative-First UA Strategy for a Hypercasual Runner Game

Key Performance Highlights

• 5.1x increase in scale across top UA channels

   

• 162% ROAS improvement within 90 days

   

• 180+ ad creatives tested across 4 geos

   

The Challenge

This hypercasual runner game launched with early momentum but hit a performance plateau just weeks after global rollout. User acquisition efforts lacked consistent creative wins, and CPIs fluctuated heavily by region. While initial installs came cheap, ROAS was unsustainable — especially in Tier-1 markets.

The team needed to overhaul its creative pipeline, implement high-frequency testing, and control spend volatility to build a long-term UA engine.

The Strategy / Solution

RocketShip HQ deployed a hyper-agile creative testing and scaling framework built specifically for hypercasual runner mechanics.

1. High-Velocity Creative Ideation

• Tested over 60 concepts in the first 6 weeks

   

• Focused on “oddly satisfying” mechanics like perfect obstacle dodges and slow-mo collisions

   

• Introduced UI-free gameplay recordings to reduce cognitive load for new users

   

CTR rose by 72% and install rate improved by 45% in first 30 days

2. Playables and Instant Previews

• Rolled out HTML5 playables on Unity and Mintegral

   

• Built fast-cut vertical previews for TikTok + Meta (under 10 sec)

   

• Used loss aversion headlines like “Only 3% reach the finish line”

   

Playable creatives produced 2.8x higher install-to-play rate vs. video-only formats

3. Geo-Specific Scaling Strategy

• Tiered campaigns by CPI volatility

   

• Soft-launched creative tests in Tier-3 (Philippines, Egypt)

   

• Scaled top performers into Tier-1 with automatic budget shifts

   

Reduced average global CPI from $0.42 to $0.23

Monetization Strategy

• Optimized interstitial frequency based on rage-quit triggers

   

• Added rewarded revive video after mid-run failures

   

• Created a “VIP Speed Skin” pack for a one-time IAP unlock

   

ARPDAU increased 2.4x while keeping retention stable

Results

Conclusion

By leaning into fast-paced creative testing and building a global scaling blueprint, the runner game evolved from a short-burst title to a sustainable revenue generator — proving that even the simplest mechanics can sprint to the top with the right UA formula.