Key Performance Highlights
- 172% increase in ROAS across top geos
- 300k+ net new installs in 6 months
- 210+ creatives tested for contextual relevance
The Challenge
The word game market is fiercely competitive. Despite being elegantly designed with smooth mechanics and strong educational appeal, this title struggled with monetizing its traffic. Early retention was promising, but ad revenues were inconsistent, IAP was nearly nonexistent, and creative fatigue was a recurring issue.
To grow sustainably, the team needed a creative-led UA overhaul focused on player intent, sharper channel optimization, and monetization experiments that didn’t alienate casual learners or daily wordsmiths.
The Strategy / Solution
RocketShip HQ built a lean but potent UA and monetization strategy tailored to the nature of word puzzle audiences — many of whom value calm, challenge, and progression.
1. Creative Strategy Rooted in Cognition
- Introduced brain-challenge hooks in top-of-funnel ads: “9 out of 10 can’t solve this!” “How many words can you make from 6 letters?”
- Created 5 creative families optimized per platform:
- TikTok/Meta: dynamic letter builds with time countdown
- Unity: playable ads with early-game challenges
- YouTube: soothing ASMR voiceover walkthroughs of daily puzzles
Result: CTR jumped by 63%, especially among 35+ female segments.
2. Localized Language Campaigns
- Launched geo-specific creatives for English, Spanish, German, and Turkish regions
- Localized not just the copy, but the complexity of puzzles in ad demos
- Adjusted install event optimization based on LTV curves per language group
Result: ROAS doubled in LATAM and EMEA markets in 45 days.
3. Monetization Layering With Minimal Disruption
- Introduced optional rewarded hints via video ads
- Launched “Pro Mode” for advanced players — with IAP-only access
- Bundled weekend puzzle packs as limited-time offers for higher urgency
Result: ARPDAU rose by 2.5x, and IAP contribution to revenue increased from 8% to 31%.
Results
| Metric | Before Engagement | After 6 Months |
| CPI (Global Avg.) | $0.54 | $0.29 |
| d7 ROAS | 64% | 172% |
| Monthly Ad Revenue | $18,000 | $51,000 |
| IAP Conversion Rate | 0.7% | 2.4% |
| D1 / D7 Retention | 26% / 12% | 35% / 18% |
| New Installs | ~40k | 300k+ |
| Total Creatives Tested | ~40 | 210+ |
Conclusion
By combining cognitive-style creatives with strategic localization and subtle monetization nudges, this word game transformed from a stalled organic title to a global, revenue-optimized success story — while staying true to its calm, intelligent gameplay loop.