Voidpet Dungeon

The objective

Hatching a winning strategy for global player acquisition

Voidpet Dungeon is an immersive, strategic, turn-based RPG where players hatch, train, and battle emotional monsters. Seeking to expand its digital kingdom in Q2 2026, the Voidpet team wanted to drive higher Day-0 return on ad spend (ROAS) while simultaneously unlocking higher budget spendability across global RPG audiences. The team faced the classic mobile gaming hurdle of creative fatigue, which often drains campaign momentum and limits scale.

TikTok was the ultimate battleground to conquer these challenges, offering a highly active gaming community ripe for discovery. By partnering with TikTok, Voidpet aimed to transition from standard user acquisition to a smarter, automated approach. The objective was to capture immediate, high-value In-App Purchase (IAP) actions and establish a scalable framework for sustainable long-term performance.

The solution

Unleashing automated smart features to conquer creative fatigue

To optimize their global rollout across iOS and Android, Voidpet deployed a Smart+ Campaign utilizing specialized In-App Purchase Day 0 target ROAS bidding. The core engine of this strategy was TikTok's Creative Autoselect feature, which automatically sourced, refreshed, and prioritized their top-performing visual assets to keep the content feeling fresh and engaging.

This automated optimization was paired with a massive library of at least fifteen distinct creatives showcasing dynamic gameplay, drawing players into the monster-battling experience. Creator videos also became a key refresh lever, contributing more than 15% of Voidpet's total video material supply and helping the team maintain a diverse pipeline of fresh assets.

To ensure their budget fought as hard as their emotional monsters, Voidpet activated the Goal-Based Budget Increase (GBBI) tool and utilized Campaign Budget Optimization (CBO). Following TikTok's recommended best practices, the team precisely calibrated their baseline bids against their actual past 30-day ROAS performance. This frictionless setup allowed the automated bidding systems to securely handle the heavy lifting, dynamically funneling resources toward the most efficient and highest-converting ad variations.

The results

Leveling up campaign returns with record-breaking efficiency

The automated campaign delivered clear results, proving that pairing smart tools with platform best practices is a reliable formula for mobile publishers. The Creative Autoselect campaign outperformed the control framework across the board, driving a 230% uplift on Day 0 ROAS and a 253% increase on Day 7 ROAS. This steady efficiency kept click-through rates stable and showed that the creative strategy could steady performance over time.

The campaign also addressed the team's spendability challenge by achieving 100% budget utilization alongside a 189% increase in incremental budget spend via the GBBI tool. By meeting and exceeding the brand's original KPIs, this framework has become Voidpet's standard practice for future global campaigns. When it comes to scaling mobile growth on TikTok, Voidpet found a steady path to success.