Mobile Game
Scaling a puzzle game into eight markets
A puzzle game had strong retention but couldn't scale paid. A playable-led creative program and clean per-market measurement opened the door to profitable expansion.
5.2x
Day-30 ROAS
8
New markets
3.3x
Profitable spend
The challenge
Pixel Reef had retention most studios would envy, but every push to scale paid acquisition broke the economics. The creative was running on a handful of formats, and a single blended ROAS number hid which markets were actually working.
What we did
- Built a playable-led creative program, testing new mechanics-as-ads angles every week.
- Split measurement by market and by channel, so winners and losers stopped hiding in the average.
- Opened new markets one at a time, only where the day-30 maths held up.
The result
The game reached a 5.2x day-30 ROAS, expanded into eight new markets, and more than tripled profitable spend - without the blow-ups that had killed previous scale attempts.
Ready to scale - profitably?
Start with The Performance Plan. We'll tear your funnel apart and show you exactly where the growth is - with the maths attached.