Key Performance Highlights
- 5.1x increase in scale across top UA channels
- 162% ROAS improvement within 90 days
- 180+ ad creatives tested across 4 geos
The Challenge
This hypercasual runner game launched with early momentum but hit a performance plateau just weeks after global rollout. User acquisition efforts lacked consistent creative wins, and CPIs fluctuated heavily by region. While initial installs came cheap, ROAS was unsustainable — especially in Tier-1 markets.
The team needed to overhaul its creative pipeline, implement high-frequency testing, and control spend volatility to build a long-term UA engine.
The Strategy / Solution
RocketShip HQ deployed a hyper-agile creative testing and scaling framework built specifically for hypercasual runner mechanics.
1. High-Velocity Creative Ideation
- Tested over 60 concepts in the first 6 weeks
- Focused on “oddly satisfying” mechanics like perfect obstacle dodges and slow-mo collisions
- Introduced UI-free gameplay recordings to reduce cognitive load for new users
CTR rose by 72% and install rate improved by 45% in first 30 days
2. Playables and Instant Previews
- Rolled out HTML5 playables on Unity and Mintegral
- Built fast-cut vertical previews for TikTok + Meta (under 10 sec)
- Used loss aversion headlines like “Only 3% reach the finish line”
Playable creatives produced 2.8x higher install-to-play rate vs. video-only formats
3. Geo-Specific Scaling Strategy
- Tiered campaigns by CPI volatility
- Soft-launched creative tests in Tier-3 (Philippines, Egypt)
- Scaled top performers into Tier-1 with automatic budget shifts
Reduced average global CPI from $0.42 to $0.23
Monetization Strategy
- Optimized interstitial frequency based on rage-quit triggers
- Added rewarded revive video after mid-run failures
- Created a “VIP Speed Skin” pack for a one-time IAP unlock
ARPDAU increased 2.4x while keeping retention stable
Results
| Metric | Pre-Engagement | After 4 Months |
| CPI (Global) | $0.42 | $0.23 |
| ROAS d7 | 61% | 162% |
| Playable CTR | 1.8% | 5.4% |
| Ad Revenue (Monthly) | $22,000 | $57,000 |
| IAP Conversion | 0.5% | 2.1% |
| Creatives Tested | 40+ | 180+ |
| Scale (Ad Spend Growth) | – | 5.1x |
Conclusion
By leaning into fast-paced creative testing and building a global scaling blueprint, the runner game evolved from a short-burst title to a sustainable revenue generator — proving that even the simplest mechanics can sprint to the top with the right UA formula.