How Pangle and IAA VBO Helped Space Shooter Exceed its ROAS Target by 60%

The objective

Maximizing ad revenue and in-app purchases via the Pangle network

Known for its engaging gameplay, Space Shooter is a flagship title within Rocket Studio's midcore game portfolio.

The game employs a combination of in-app advertising (IAA) and in-app purchases (IAP) to drive revenue, reflecting its dual focus on ad-supported and pay-to-play elements.

To optimize revenue generation and meet financial targets, Space Shooter aimed to enhance both IAA and IAP revenue through targeted campaigns on Pangle's Android platform. Their primary objective was to maximize the return on ad spend (ROAS) by leveraging Pangle's advertising capabilities to reach and engage their core audience effectively.

The solution

Space Shooter adopts IAA VBO Day 7 solution to maximize ad revenue

To maximize ad revenue, Pangle recommended that Space Shooter implement the Pangle IAA VBO Day 7 solution with MinROAS Bidding.

While traditional optimization goals focus on clicks, app installs, or conversions, Pangle IAA VBO identifies and reaches individuals most likely to spend money within a given app. In essence, IAA VBO predicts the ad value of each user and adjusts eCPM bids to obtain users with the highest ad value, thereby collecting higher ad revenue and connecting high-value users with the right ads.

In terms of ad bidding, Space Shooter implemented MinROAS. Rather than using the alternative option of Highest Value (which prioritizes spending the entire daily budget first), MinROAS helps identify high-value users to meet the set Day 7 ROAS bid, which was ideal for Space Shooter given their clear ROAS requirements.

The results

Space Shooter achieves a 7.5x increase in daily budget and 60% increase in ROAS vs. KPI benchmark

The implementation of the IAA VBO solution proved to be highly effective for Space Shooter, aligning seamlessly with the game's hybrid monetization model.

As a result of deploying IAA VBO, Space Shooter exceeded their target ROAS by 60%. Additionally, the strategic ad optimization enabled Space Shooter to amplify their daily ad budget by 7.5 times, thereby scaling their campaign efforts and maximizing overall revenue potential.

This successful integration of IAA VBO not only boosted ad efficiency but also supported substantial growth and profitability for the game.