Punchline Highlights
- 194% Increase in Monthly Revenue Post-Ad Optimization
- eCPM Improved from $8.3 to $20.6 in Tier 1 Markets
- 48% Boost in Average Session Duration
ARPDAU Doubled Within First 90 Days
1. About the Game
This case study explores an Action Shooting Game focused on intense, level-based gunplay with multiple character classes, fast reflex mechanics, and a PvE campaign progression. Designed for core and mid-core players, the game blends tactical shooting with loot upgrades.
2. The Challenge
- Low Monetization Despite High Engagement: DAU exceeded 400K, but monthly revenue was capped at $95K
- Interstitial Overload: Too many unskippable interstitials causing drop-offs after level 3
- Unoptimized Reward System: Daily login and end-of-match rewards offered no real incentive
- Lack of Geographic Ad Strategy: Single-network reliance resulted in poor fill in Asia and MENA
- Session Volatility: Wide disparity between casual and engaged users led to CTR inconsistency
3. Strategy / Solution
Core Restructure Around Rewarded Ads
- Replaced all between-match interstitials with optional rewarded video upgrades
- Introduced revive-after-death option via Unity Ads + Mintegral
- Deployed Adjoy-sponsored PvP matches on weekends for bonus rewards
- Enabled double loot crates after boss fights through video completion
Engagement Retargeting
- Added Progression-based Ad Skins: Unlockable cosmetics via ad milestones
- Used Bigo Ads for targeted delivery in Southeast Asia and MENA
- Leveraged custom audience segments to present personalized ad bundles
Session Enhancement Mechanics
- Reworked lobby to showcase spin-to-win events with timers
- Weekly sniper tournament monetized with token-based entry earned via ads
- In-game shop offered Ad-Streak Bonuses (watch X ads, get free weapon mod)
- Encouraged replays with time-based loot multipliers unlocked by rewarded views
4. Monetization Strategy
| Revenue Stream | Description | Revenue Share |
| Rewarded Video Ads | Revive, double loot, spin events, entry tokens | 64% |
| Interstitial Ads | Only after failed retries; removed from win conditions | 17% |
| Adjoy PvP Sponsorship | Weekend events with leaderboard and token rewards | 11% |
| Cosmetic Unlock Ads | Ad-based skin collection via progress milestones | 8% |
- Multi-network waterfall setup: AdMob, Unity Ads, Bigo, Mintegral
- Ad placements adjusted by player tier (beginner, engaged, returning)
- Real-time A/B testing with control groups for every change
5. Results (Long-Term Performance)
| Metric | Month 1 | Month 3 | Month 6 | Growth |
| Monthly Ad Revenue | $95K | $183K | $280K | ↑ 194% |
| eCPM (Tier 1 / Tier 3) | $8.3 / $2.6 | $17.4 / $4.1 | $20.6 / $5.9 | ↑ 148% / 127% |
| Average Session Duration | 7m 30s | 10m 50s | 11m 08s | ↑ 48% |
| Video Ad Engagement Rate | 22% | 41% | 49% | ↑ 122% |
| ARPDAU | $0.11 | $0.19 | $0.23 | ↑ 109% |
| Returning User Rate (D7) | 12.4% | 19.1% | 22.7% | ↑ 83% |
6. Conclusion
Through a carefully measured transition from forced interstitials to player-driven rewarded video loops, the action shooting game unlocked both higher revenue and significantly improved player sentiment. Leveraging geographic-specific ad networks and customizing monetization strategies by session behavior allowed this title to scale sustainably while boosting engagement.
Strategic incentives, personalization, and PvP monetization routes created a robust ecosystem for long-term retention and ARPDAU growth.