Scaling casual games today is increasingly challenging. Developers face rising user acquisition (UA) costs, creative fatigue, and difficulty reaching quality users across fragmented markets. According to the Udonis Mobile Gaming Report 2024, casual games accounted for over 70% of mobile game downloads, yet Day 7 retention often falls below 20%, while CPIs continue to rise. Sustaining growth requires more than engaging gameplay—it demands data-driven, adaptive marketing strategies.
That’s where BIGO Ads steps in. As a global mobile advertising platform under BIGO, BIGO Ads delivers agile, performance-driven UA solutions tailored for sustainable growth. Serving a wide range of casual games—from mini-games to card and puzzle titles—the platform leverages creative intelligence, precise audience targeting, and cross-market performance insights to help developers scale globally while maintaining strong retention and monetization.
Driving Success Across Genres and Regions
In partnership with Snail Games, BIGO Ads supported two titles—Solitaire: Classic Deluxe Cards and Bible Word Search—with user acquisition campaigns focused on Tier-1 English-speaking markets. By combining interest-based targeting with continuous creative testing, the campaigns drove high-quality installs and significantly boosted early engagement. As a result, D0 ROAS increased by 150%, D7 ROAS reached 63%, and Day 1 retention improved by 200%. With these strong performance metrics, the campaigns also achieved a 6x increase in daily spend, while maintaining efficiency well below CPI benchmarks.
For Rocket Game Studio, BIGO Ads supported the growth of Calm & Relax, a soothing mini-game designed to relieve stress. Focused on Japan, Brazil, and emerging markets, the campaign leveraged localized creatives and emotion-driven targeting to engage users seeking calming gameplay. The result: above-industry-average Day 7 retention and strong post-install engagement across key regions.
Smarter UA for Casual Games
BIGO Ads’ casual gaming solution is designed for flexibility and scale—ideal for navigating diverse market conditions. From lightweight mini-games to card and puzzle titles, the platform offers self-serve tools, real-time optimization, and creative A/B testing to help developers test quickly, scale efficiently, and drive sustained performance.
“Casual gaming continues to evolve globally, and our goal is to equip developers with the tools to stay ahead of user behavior trends,” said Eden, Global BD Head at BIGO Ads. “These case studies reflect our ongoing commitment to measurable growth and agile UA.”
About BIGO Ads
BIGO Ads is a deep learning-based intelligent advertising platform that helps app developers and brands acquire high-quality users at scale. Through advanced audience segmentation, creative analytics, and AI-powered optimization, BIGO Ads serves advertisers across gaming, e-commerce, and lifestyle verticals in over 150 countries.
After reconnecting with industry leaders at MAU Vegas, and Gamesforum Hamburg, we looking forward to continue our conversation around UA innovation and global growth for casual games.
Let’s talk strategy. Let’s scale smart. For more information, connect with us today!
