Vertigo Games

The objective

Driving high-value iOS purchasers for an IAP-focused FPS title

Critical Strike, developed by Vertigo Games, is a global first-person shooter monetized through in-app purchases like weapons, skins, armor upgrades, and battle pass content.

Vertigo Games set out to improve iOS campaign efficiency while meeting its D7 ROAS KPI. The goal was to identify users with stronger purchase intent and optimize delivery toward players most likely to generate high-value purchases within the first seven days.

The solution

Combining TikTok iOS SDK signals with IAP D7 Highest Value optimization

Vertigo Games combined TikTok's iOS SDK with IAP D7 Value-Based Optimization Highest Value to strengthen signal quality and optimize toward users with higher D7 purchase intent.

With sufficient daily budget and gameplay-focused creatives, the campaign enabled TikTok's optimization model to better identify high-value purchasers, improving efficiency for Critical Strike's iOS campaigns while supporting the D7 ROAS goal.

Featured products: TikTok iOS VBO D7 Highest Value; TikTok iOS SDK.

The result

Exceeding D7 ROAS goals and improving purchase efficiency

By leveraging TikTok iOS SDK and IAP D7 Highest Value optimization, Vertigo Games successfully met and exceeded its D7 ROAS KPI for Critical Strike on iOS.The campaign delivered +10% higher D7 ROAS vs. the client’s KPI and achieved a +297% D7 ROAS uplift vs. the control campaign. It also improved purchase efficiency, with a 26% lower cost per purchase vs. the control campaign, while driving a 107% uplift in user purchase value vs. the control campaign.These results show how TikTok’s SDK-enabled signals and value-based optimization can help IAP gaming advertisers identify higher-intent users and optimize toward stronger early purchase value. Results are based on internal advertiser data and TTAM, measured from 30 July to 12 August 2026.