Rocket Game Studio
Leveraging TikTok's Advanced Dedicated Campaign to improve ROAS
The Objective
Reactivating a key mid-core title to drive IAP revenue
Rocket Game Studio, one of the leading game companies in Southeast Asia with more than 700 games and 5 million daily active users, sought to reinvigorate Space Shooter, a key mid-core title.
The studio aimed to relaunch the game during a key in-game event period, focusing on maximizing in-app purchase (IAP) revenue and improving key metrics like cost per purchase (CPA) and return on ad spend (ROAS).
To achieve these goals, Rocket Game Studio turned to TikTok for a more targeted, data-driven approach to optimize campaign results and improve performance.
The Solution
Leveraging Advanced Dedicated Campaign for optimal results
To meet Rocket Game Studio’s goals, TikTok recommended an Advanced Dedicated Campaign (ADC) combined with iOS Value-Based Optimization (VBO). ADC targets users with high purchase intent, while iOS VBO optimizes for high-value users likely to make in-app purchases. The campaign was structured for retargeting and re-engagement, aiming to drive high-quality installs and maximize post-install activity.
TikTok ensured that proper event mapping and tracking signals were set up and that the campaign was strategically timed during Space Shooter’s in-game events, when player activity and in-game spending were expected to be higher. Additionally, A/B testing was conducted to compare the performance of ADC and non-ADC campaigns.
Rocket Game Studio used its existing in-house creatives and targeted a broad U.S. audience with high IAP potential.
The Results
A significant improvement in key performance metrics
By using TikTok's ADC, Rocket Game Studio achieved a 3.1x lower CPA SKAN purchase than non-ADC campaigns, while increasing ROAS by 23% and generating 26.8% more revenue.
This demonstrated the success of iOS VBO and targeted optimizations. Leveraging TikTok's advanced campaign structure and optimization capabilities, Rocket Game Studio successfully reactivated Space Shooter on iOS, improving both user acquisition efficiency and revenue performance.
Advanced Dedicated Campaigns on TikTok have been instrumental in helping us time our in-game events perfectly to reactivate our Space Shooter title. The results were impressive, with a significant increase in ROAS while maintaining a lower cost per purchase. We look forward to scaling up and expanding to new markets on TikTok.