Unlocking Vocabulary, Unlocking Value – Monetization Breakthrough in a Word Game

Key Performance Highlights

• 172% increase in ROAS across top geos

   

• 300k+ net new installs in 6 months

   

• 210+ creatives tested for contextual relevance

   

The Challenge

The word game market is fiercely competitive. Despite being elegantly designed with smooth mechanics and strong educational appeal, this title struggled with monetizing its traffic. Early retention was promising, but ad revenues were inconsistent, IAP was nearly nonexistent, and creative fatigue was a recurring issue.

To grow sustainably, the team needed a creative-led UA overhaul focused on player intent, sharper channel optimization, and monetization experiments that didn’t alienate casual learners or daily wordsmiths.

The Strategy / Solution

RocketShip HQ built a lean but potent UA and monetization strategy tailored to the nature of word puzzle audiences — many of whom value calm, challenge, and progression.

1. Creative Strategy Rooted in Cognition

• Introduced brain-challenge hooks in top-of-funnel ads:
  “9 out of 10 can’t solve this!”
  “How many words can you make from 6 letters?”

   

• Created 5 creative families optimized per platform:

   

  • TikTok/Meta: dynamic letter builds with time countdown

     

  • Unity: playable ads with early-game challenges

     

  • YouTube: soothing ASMR voiceover walkthroughs of daily puzzles

     

Result: CTR jumped by 63%, especially among 35+ female segments.

2. Localized Language Campaigns

• Launched geo-specific creatives for English, Spanish, German, and Turkish regions

   

• Localized not just the copy, but the complexity of puzzles in ad demos

   

• Adjusted install event optimization based on LTV curves per language group

   

Result: ROAS doubled in LATAM and EMEA markets in 45 days.

3. Monetization Layering With Minimal Disruption

• Introduced optional rewarded hints via video ads

   

• Launched “Pro Mode” for advanced players — with IAP-only access

   

• Bundled weekend puzzle packs as limited-time offers for higher urgency

   

Result: ARPDAU rose by 2.5x, and IAP contribution to revenue increased from 8% to 31%.

Results

Conclusion

By combining cognitive-style creatives with strategic localization and subtle monetization nudges, this word game transformed from a stalled organic title to a global, revenue-optimized success story — while staying true to its calm, intelligent gameplay loop.