Vita Mahjong
OAKEVER GAMES is a global casual game developer and publisher based in Singapore. Their portfolio features over 30 engaging casual puzzle games appealing to players worldwide, leading to more than 1 billion downloads.
Case Study | Mobile App Retargeting
Vita Mahjong Scaled High-LTV Users with YouAppi’s CTV User Acquisition, ROI by over 30%
Company Overview
Challenge
Having strong appeal among senior players, Vita Mahjong needed a more precise approach to acquire and engage such high-value users. With global interest in mahjong rising across generations, the brand also aimed to attract new quality players and keep them engaged long term -all while scaling efficiently in a saturated market and keeping acquisition costs low.
Strategy
To drive high-quality user acquisition for the gaming app, we activated a multi-faceted Connected TV (CTV) strategy powered by YouAppi’s performance-first platform. Our approach focused on combining precision targeting with engaging creative and a robust optimization framework.
CTV-Centric User Acquisition StrategyWe reach high-intent gamers in a premium, lean-back environment. Leveraging 100% CTV inventory - including Roku, Samsung, LG, Vizio, Fire TV, and more - we ensured top-tier placement and minimal distraction from other mobile or OTT channels.
Advanced TargetingOur campaign utilizes contextual Max User Awareness feature and daypart targeting, combined with LAL targeting to reach highly engaging gaming audiences.
Smart Attribution StrategyWe optimized attribution windows along with the client to ensure we are providing incremental value to them and not interfering with their organic or other marketing activities.
Creative Excellence at ScaleWe deployed multiple 15s and 30s CTV creatives (16:9 format) and optimized them with high-performing elements like strong early hooks, clear CTAs…etc.
Results
The results show the value of applying our historic gaming experience into the CTV strategy, delivering substantial gains in scale, cost efficiency, and return:
- 7X increase in spend within the first 3 months, with continued growth.
- Achieved an average CPI 150% lower than the set goal within 4 weeks, maintaining stability while scaling budgets.
- Achieved over 30% uplift vs. 7-day ROI goal after a 3–4 week learning phase.
KEY TAKEAWAYS
- Precision CTV targeting delivered high-quality users at scale while keeping acquisition costs low, reaching high-intent senior gamers in premium environments.
- Leveraged YouAppi’s machine learning, contextual targeting, and smart attribution, keeping campaigns data-driven, ROI-positive, and measurable.
- Multiple CTV creatives with strong hooks and CTAs helped maximize engagement and conversion impact.
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