Strategy - Funzy Games
Funzy Games, a mid-sized mobile gaming studio known for its engaging, colorful and casual titles, faced a unique challenge: they needed to launch multiple games simultaneously while growing daily active users (DAU) across each title. The team struggled to define clear KPIs for every new game and ensure consistent user acquisition (UA) performance. By focusing on core retention metrics (D1, D7, D30), refining creatives around gameplay and “metaplay,” and strategically prioritizing the most effective ad networks, Funzy Games successfully launched four titles. Two of these reached significant scale, with budgets growing by 5x and ROAS hitting 50% on D30.
The Challenge
Funzy Games was juggling multiple game launches at once, making it difficult to maintain focus on each title’s unique goals. The team needed to:
- Establish realistic KPIs and expectations per game, specifically around retention rates.
- Identify the right audience segments without wasting spend on underperforming channels.
- Drive DAU growth sustainably across multiple titles in a crowded marketplace.
“We were trying to expand our portfolio without losing sight of each game’s potential,” the Funzy Games UA lead explained. “It was a balancing act between quality and quantity.”
The Solution
Our approach centered on pinpointing retention KPIs and iterating on creative and network strategies:
- Retention-Driven Focus – We prioritized D1, D7, and D30 metrics, using these benchmarks to guide UA decisions.
- Creative Optimization – Ads were split into two core themes: main gameplay and “metaplay.” This helped reduce CPIs by 30% in the US by clearly showcasing each game’s unique features.
- Network Testing – Funzy Games ran ads on both Google and Facebook, then concentrated efforts on the network that delivered the strongest returns.
- Continuous Iteration – Daily content tests and event optimizations ensured each game’s KPIs improved steadily, laying a solid foundation for broader launches.
The Outcomes
By systematically honing in on retention metrics and creative best practices, Funzy Games was able to:
- Launch Four Titles – All hit initial KPIs, with two scaling rapidly to 5x their original budget.
- Reach 50% ROAS on D30 – An indicator of long-term profitability for newly launched games.
- Expand to Four Additional Networks – Building on proven success, the team diversified effectively without diluting performance.
“We now have a blueprint for launching games efficiently while keeping our DAU on the rise,” the CMO shared. “These insights have fundamentally changed how we approach multi-game rollouts.”
Armed with these learnings, Funzy Games is positioned to sustain its growth trajectory, refining creative strategies and network selections to meet evolving player demands.