Unlocking Level-5 Milestones: Scaling Worldwide User Acquisition for a Casual Mobile Game

Campaign Objective

A casual mobile game publisher wanted to expand their global player base. Rather than optimizing for simple, cheap installs that churn instantly, they needed to acquire players who would actively engage with the gameplay and clear early milestones. The brand needed high-retention players who would cross the core early-stage milestone (Level-5) where monetization begins. They tasked us with delivering 120,000+ active players verified at Level-5.

Our Approach

• 1

  Built and deployed custom HTML5 playable ad units that let users experience the actual core gameplay mechanics directly within the ad environment, filtering out passive clickers.

• 2

  Created lookalike target audiences built off current level-5 players across major worldwide gaming inventory systems and video networks.

• 3

  Offered a completely risk-protected structure where the client paid nothing for installs, paying only when a player successfully unlocked Level-5.

• 4

  Utilized multi-variant creative testing on tutorial hints to increase the percentage of players who transitioned from download to active play.

The Results

By matching targeting relevance to real-time performance indicators, the campaign delivered major performance increases that were fully verified directly inside our client's internal marketing database.