Reigniting Engagement with Dynamic Segmentation & Creative Optimization

As with many successful mobile games, maintaining engagement and reactivating lapsed payers is key to sustaining ROI. Mytona sought to re-engage paying users who had become inactive, increase long-term retention, and boost return on ad spend (ROAS).

Since October 2024, YouAppi has partnered with Mytona to execute a high-performing app retargeting campaign focused on paying user segments. Leveraging our proprietary DSP and predictive audience modeling, the campaign was designed to reactivate users lapsed for 7 days while maintaining efficiency across creative and audience tiers.

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Implementing a high-cadence creative refresh to minimize fatigue and keep engagement high.

Identifying and scaling top-performing formats and types (including interactive Mraid) in real time.

Leveraging rich media to enhance interaction and recall.

Concentrating on paying users to maximize

The campaign surpassed all initial KPIs, driving strong ROI lifts across key milestones:

• 38% uplift in D3 ROI
• 32% uplift in D7 ROI

YouAppi’s dynamic segmentation and creative iteration strategy enabled Mytona to reconnect with long-lapsed, high-value users, resulting in sustained engagement growth and measurable revenue uplift.