Uncover the secrets behind our most successful campaigns, from launch day to legend status.
Driving Campaign Success with Precision
through advanced targeting, AI-enabled fraud prevention, and real-time insights, Appxem optimizes performance for mobile game developers globally.
Reviving a Tactical Fantasy RPG for Hardcore Gamers
Dragon Champions is a strategy-based RPG offering real-time squad battles in a fantasy universe. Despite compelling mechanics and deep gameplay, the game lacked visibility in key markets. Our challenge was to ignite installs and in-game engagement for long-term monetization and loyal player retention.
We implemented a country-specific audience targeting method, optimizing for user behaviors and gaming affinities in Tier 1 geos. Our strategy included granular targeting on social and programmatic platforms, coupled with campaign optimization focused on retention and LTV metrics.
Multi-Variant Creative Testing
We ran A/B tests on 30+ static and video creatives, showcasing gameplay highlights, upgrade mechanics, and combat skills. CTR improved by 31%, with fantasy-themed creatives outperforming humor-based variants.
Global Rollout with ASO
Localized creatives in 5 languages (EN, FR, DE, ES, IT) + in-store optimization boosted conversion.
Custom app descriptions by country
Store A/B testing via Google Play Console
Increase in install-to-store-view conversion by 17%
Scaling Profitably
Revenue Generated: $128,000
Media Spend: $53,000
ROAS: 2.4X
Efficient budget distribution across platforms ensured profitability from Week 2 onward.
Focused on Retention & LTV
Retention (D7): +46%
High LTV cohorts identified in Tier 1 markets
21% uplift in repeat sessions
Regional Wins
🇺🇸 USA: 2.4x ROI 🇫🇷 France: +68% retention 🇩🇪 Germany: 45% lower CPI 🌍 Overall CTR up by 31%
Campaign Summary
A data-driven user acquisition campaign that scaled profitably across geographies while exceeding performance benchmarks in ROI, CTR, and retention.
Installs
40,000+
ROAS
2.4x
CPI Decrease
45%
CTR Increase
31%
Languages
5
Top GEOs
US, FR, DE
Gold & Goblins: Scaling a Mining Adventure to Millions
Discover how Appxem helped Redcell Games achieve 6M+ installs, cut CPI by 40%, and unlock $7M in revenue through data-driven user acquisition and creative innovation.
Market Context & Reach
Multi-Platform UA Blueprint
Campaigns ran concurrently across Facebook, Unity Ads, AppLovin, and later TikTok, optimizing for ad views, purchases, and ROAS. High-volume campaigns were used to test funnel stages, followed by value-based optimization and automation with TikTok Smart Performance & Marketing API
Monitoring retention vs. CTR trade‑off helps avoid churn from misleading ads
Blending ad monetization with purchase funnels sustained long‑term growth and LTV
Goldmine of Results
Driving 6M+ users with powerful creatives, smart targeting, and optimized ROAS across global campaigns
Tier-1 Installs
40,000+
ROAS
+50%
CPI Decrease
40%
Users
6M
DAU
760K
Top GEOs
US, GB, CA, RU, DE, AU
ARPU
+30 %
Revenue
$7 M
CTR
+19%
OFF ROAD TRAVEL
Driving Open-World Success with Simulation Fans
Discover how Appxem partnered with DogByte Games to supercharge user acquisition, elevate ROAS, and expand a physics-based off-roading game across 7+ countries.
Campaign Objectives & Client Needs
Acquire high-quality users from sim-racing and off-road audiences
Maintain CPI below $1 across major geos
Balance ad monetization with IAP conversion
Optimize creative strategy based on terrain types and physics realism
Realism Meets Reach
Off The Road is known for stunning graphics and accurate physics. This realism appealed to sim and racing communities, providing a niche but high-value install base. Appxem’s challenge was to scale across platforms without compromising targeting precision.
Multi-Platform UA Blueprint
We implemented a blend of acquisition strategies across Facebook, Unity Ads, TikTok, and Chartboost. The campaign emphasized terrain‑based creative segmentation and funnel testing.
Balanced CPI & ROAS targeting
Split test based on terrain types (forest/desert/mountain)
Focused on long-term D30 ROAS with high session durations
Maximizing Ad Revenue Without Compromising Experience
Appxem redefined Off Road’s ad strategy with improved placements, eCPM optimization, and real-time A/B testing — driving a 216% surge in eCPM and a significant increase in ad views.
eCPM Optimization → +216% eCPM via waterfall & floors
Ad View Volume → +40% Increase in Impressions
Placement Strategy → 20% of views now from new formats
Turning Players into Payers with Smarter Monetization
Through strategic offer redesigns, pricing experiments, and compelling starter packs, Appxem boosted in-app revenue by 45% and increased conversion rates by 50%, making IAP a core revenue driver for Off Road.
By identifying top-performing GEOs, testing 150+ creatives, and leveraging the power of platforms like Facebook, Google UAC, and Snapchat, Off Road achieved 1.5M+ installs with industry-leading ROAS and LTV.
1.5M installs driven by Appxem
GEOs: USA, France, Germany, UK, Canada, Austria, Czech Republic
Store listing optimization impacts install conversion
Creative and UA strategies blended for long-term LTV & ROI
Driving Impact with High-Octane Performance
Off Road accelerated from an indie title to a monetization powerhouse — achieving 1.5M+ installs, 200% LTV, and 154% ROAS through strategic optimization, creative innovation, and precise UA execution.
Installs
1.5M+
achieved
ROAS
154%
increased
LTV
200%
boosted
eCPM
216%
increased
Ad Views
40%
increased
Top GEOs
5
US, FR, DE, UK, CA, AT, CZ
Creatives
150+
created
Revenue
45%
added
Icon Variants
30+
designed and tested
Turning Low Interest into High Demand
No Power-Up, a Vietnamese game studio, faced difficulty attracting partners for Idle Light City—until metrics began to shift. With promising results after testing, we committed to full-scale support.
IDLE LIGHT CITY
Stronger Ad Yield Through Mediation & Placement Optimization
Idle Light City’s ad revenue was unlocked through mediation enhancements, new ad slots, and rewarded video placements—achieving competitive eCPM in Tier-1 markets.
Starter packs, price testing, and timely offers doubled ARPU and drove a 6X increase in paying users—from 0.5% to 3%.
From Pilot to 8M Installs: User Growth Engine in Action
Phase 1: 30 creatives/week
Phase 2: 60 creatives/week
Phase 3: 90 creatives/week
Translated game in 10 languages for wider reach
We scaled rapidly, driving 2.8M installs in the first 2 months and 8M in total, powered by a high-velocity creative production pipeline.
Creative Strategy Timeline:
Continuous ASO Testing for Sustained Visibility
Every week, we tested icon, video, and screenshots to maximize visibility and conversion across regions.
Weekly ASO tests
Optimized video, icons, screenshots
Improved CTRs and download rate
The Outcome: Massive Scale. Real Revenue.
A creative-first approach, supported by deep monetization work, drove Idle Light City’s remarkable success story.
Gross Installs
8M
in 10 months
Initial Installs
2.8M
in 2 months
In-app ARPU
100%
increased
Paying Users
500%
increased
From Low eCPMs to Monetization Mastery
See how Appxem partnered with Aged Studio to transform underperforming rewarded video ads into a high-revenue channel through A/B testing, optimization, and innovative placements.
Precision Meets Opportunity in Apple Search Ads
Aged Studio, a PRC-based mobile publisher managing five game titles, had seen success with Apple Search Ads but needed advanced tools to automate, scale, and control acquisition costs.
Operating 5 mobile games
Focused on Apple Search Ads across 30+ EU markets
Goals: Growth, Automation, KPI Optimization, and Budget Control
Smarter Campaigns Through Automation & Insight
Aged Studio adopted Appxem in November 2020 to elevate their Apple Search Ads strategy with keyword intelligence, competitive insights, and 40+ custom automation rules.
Built campaign structure around keyword themes
Used Appxem’s keyword planner to monitor competitor campaigns
Deployed 40 automated rules to optimize bidding and performance
Tap-Through Rate (TTR) Momentum with Smarter Keyword Strategies
By refining keyword themes and leveraging automation through Appxem, Aged Studio experienced a consistent rise in TTR—peaking at 13.49% and maintaining over 11% into the following quarter.
Focused campaign structure based on keyword groups
Expanded high-performing search terms
Maintained download rate above 60% across 3 months
Download Rate Surges with Targeted Store Presence and Bid Control
Strategic bid adjustments, refined keyword targeting, and improved ad relevancy led to a 63%+ sustained download rate, with a peak at 66.44%.
Focused campaign structure based on keyword groups
Expanded high-performing search terms
Maintained download rate above 60% across 3 months
Automated Optimization = Scalable Success
Aged Studio’s performance skyrocketed by focusing on data-backed automation, keyword intelligence, and granular campaign control across countries and titles.
Performance Gains That Speak Volumes
With automation and strategic insights from Appxem, Aged Studio achieved remarkable performance lift across all major KPIs.
TTR
+33.75%
Install Rate
+27%
Conversions
+77.08%
CPE
-50.76%
Automated Rules
40
Covered GEOs
30+
Spinning Success: How Ciliz Boosted Conversions by 19.4%
Discover how Appxem’s strategic icon optimization and testing helped Spin The Bottle engage millions and elevate store listing performance by 10X.
Ciliz: Social Gaming with a Massive Daily User Base
Ciliz, a creative force in social and mobile games, needed to improve Spin The Bottle’s conversion rates to match its strong user engagement. With over 1 million daily users, they turned to Appxem to unlock further growth.
Design-Led Experiments for High-Converting Store Presence
Appxem helped Ciliz run structured icon tests with real users, focusing on visual appeal, clarity of game mechanics, and psychological triggers.
Replaced drawn elements with real people
Added a “New” sticker to icons
Enlarged key icon elements for clarity
Switched to vivid colors for appeal
Ensured the icon reflects game mechanics
Ran A/B tests to select the best performer
After implementing the new icon strategy on August 6, Appxem tracked the conversion rates before and after, revealing a clear uptick in performance.
Icon Update = Conversion Lift
Quantifiable Gains from Visual Precision
Store listing optimization directly translated to better performance metrics, lifting both engagement and conversion rates at scale.
Daily Active Users
1 M+
Conversion Rate
+19.4%
User Engagement
+1000%
1.7M Players and $1.6M Added Revenue—Fueled by Events & Ad Optimization
Idle Space Farmer scaled aggressively with Appxem through creative UA, event-driven monetization, and behavioral optimization—delivering results that went far beyond initial goals.
Indie Studio, Intergalactic Growth Goals
Originally launched in 2019 by Anxious Otter, Idle Space Farmer struggled to scale revenue and installs on its own. Partnering with Appxem was the catalyst for unlocking exponential growth.
Subtle behavioral nudges via well-timed LTEs and smarter ad placements led to better metrics across user journeys.
iAPs: 1/3 of all purchases occurred on LTE days
Conversion to Payment: 0.8% ➝ 1.1%
Conversion to Payment: 0.8% ➝ 1.1%
From Indie Idle Game to Intergalactic Revenue Machine
Anxious Otter’s partnership with Appxem delivered both reach and revenue gains at scale, anchored by strategic product and marketing synergy.
Total Players
1.7 M
added
Additional Revenue
$1.6 M
boost
Ad Spend
500%
Increased
iAP Spike (Weekend LTE)
+50%
on Event Days
ROI on Event Users
1.5x–2x
Improvement
CPM Growth
10%–15%
Growth
Casino Creative Optimization That Pays Off: +31% Installs
Empire City Casino transformed its app store performance through strategic A/B testing of screenshot templates—proving that even small visual changes can drive big conversion gains.
Design Simplicity Wins: Focus on the App, Not the Background
Appxem guided Empire City Casino through a disciplined A/B testing process. Rather than overhauling entire creatives, they tested small, focused elements—starting with background tone, then refining caption positioning and screenshot orientation.
Bold, bright vs. gradient backgrounds
Caption placement and emphasis
Single-variable changes only (to ensure statistical clarity)
By isolating the most impactful UI variable and executing clean A/B tests, Empire City Casino achieved a 31% increase in installs with a 98.6% confidence level—setting a strong precedent for future seasonal and campaign-based creative testing.
Install Growth
+31%
Confidence Level
98.6%
300% Surge in Installs with a Bold Rebrand and Smart A/B Testing
Lab Cave partnered with Appxem to transform My High School Summer Party into Love & Dating Story, aligning with their true user base and achieving a 10X increase in Android installs.
Reaching the Real Audience Behind the Numbers
Lab Cave, with 300M+ organic downloads and 700+ apps launched, discovered their teenage-themed game wasn’t resonating. A demographic analysis revealed that older female players were more engaged—prompting a bold repositioning.
By integrating emotionally charged words like desire, seduction, and betrayal into visual assets, Lab Cave saw a 43% conversion lift, with an extra 14.2% gain from creative refinements.
Supporting Metrics:
Engagement Rate: 89.9%
Avg. Time on Page: 13.8 seconds
Changing the name from My High School Summer Party to Love & Dating Story perfectly matched user expectations—turning an underperformer into a success story.
A Title That Tells the Story
A Complete Turnaround Powered by Data & Emotion
Strategic rebranding and A/B testing fueled a powerful relaunch, with conversion, engagement, and installs spiking across both Android and iOS.
Android Installs
+1000%
iOS Installs
+49%
Engagement Rate
89.9%
Avg. Time on Page
13.8 sec
Conversion Uplift (Keywords)
+43%
Conversion Uplift (Assets)
+14.2%
Launch Your Gaming App into the Future with Appxem
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