Rocket Game Studio

The Objective

Maximizing Ad and In-App revenue for Space Shooter

Space Shooter is a key mid-core game from the prominent Vietnamese game studio Rocket Game Studio. The game has been running successful Android campaigns on TikTok with a hybrid monetization model combining both in-app ads (IAA) and in-app purchases (IAP).

Previously, Rocket Game Studio had been running App Event Optimization (AEO) campaigns, delivering ads to identified users who performed key in-app actions. However, they wanted to focus on long-term, sustainable monetization through both IAA and IAP.

To maximize ad revenue while achieving their target return on ad spend (ROAS), they adopted Pangle's IAA Value-Based Optimization (VBO) Day 7 solution with MinROAS bidding.

The Solution

Optimizing targeting and revenue with TikTok and Pangle's advanced advertising allocation strategy

Pangle's IAA VBO Day 7 Solution selects a user base that is likely to yield the highest return based on both in-app ads and IAP, measured on a 7-day post-install basis. This, coupled with MinROAS bidding, ensures that the campaign generates enough value to meet the desired ROAS.

TikTok recommended comparing the test campaign's performance against the client's established KPIs to ensure alignment with broader revenue targets. Furthermore, based on Pangle's recommendation, Rocket Game Studio focused on key markets in Brazil (BR), Mexico (MX), Turkey (TR), Indonesia (ID), Saudi Arabia (SA), Japan (JP), South Korea (KR), Canada (CA), and Australia (AU), ensuring that the campaign was optimized for high-value user segments in these regions.

With in-house creatives, the client leveraged TikTok and Pangle's precise targeting capabilities to reach the most relevant audience and maximize both ad and in-app revenue.

The Results

Increased investment based on 60% increase in ROAS

By implementing Pangle's IAA VBO Day 7 solution in combination with MinROAS bidding, Rocket Game Studio achieved a 60% increase in ROAS compared to the client's KPI. This resulted in a substantial lift in both ad and in-app revenue.

Based on the success of the campaign, they decided to increase their ad spend by 7.5x and continue investing in Pangle's IAA VBO to create a sustainable, long-term advertising model.