Challenge: Scaling “Calm & Relax” in Competitive Global Markets
Founded in 2015, Rocket Game Studio is one of Southeast Asia’s leading mobile game developers, with a diverse portfolio covering midcore, hypercasual, puzzle, and idle games. Known for popular titles like Space Shooter, Stick War: Hero Tower Defense, and Gym Idle Clicker: Fitness Hero, Rocket is committed to creating global hits and raising the profile of Vietnamese games worldwide.
When launching their casual mini game Calm & Relax, Rocket faced a critical challenge: scaling efficiently in highly competitive markets such as the U.S., Japan, Brazil and emerging markets. High churn rates, weak long-term retention, and inconsistent traffic quality were slowing down their growth trajectory and limiting ROI.
To overcome these obstacles, Rocket teamed up with BIGO Ads to build a smart, performance-driven growth strategy that would unlock scale, sustainability, and high-value users.
Solution: Precision Targeting, Creative Innovation, and Smart Market Diversification
Tailored to Rocket’s performance and retention goals across both Android and iOS platforms, BIGO Ads deployed a holistic growth framework designed to drive results across three core areas: precision targeting, creative innovation, and market diversification.
1. Precision Targeting & Algorithmic Learning
To acquire the right users at scale, BIGO Ads implemented ROAS-optimized bidding models that zeroed in on Rocket’s most valuable user segments. Our team actively monitored and filtered out low-performing traffic sources to maintain campaign efficiency. This precision targeting enabled higher ROI and better retention from Day 1.
2. Engaging Creative Formats to Boost CTR & Stickiness
BIGO Ads introduced high-performing ad formats crafted specially for casual gamers. Playable ads offered immersive, hands-on previews of the game that driving significant lifts in click-through rates(CTR) and eCPM. Also, vertical video creatives aligning with user preference in each target markets has further enhanced user resonance and attention.
3. Iterative Creative Optimization
Ad groups were segmented to rigorously test and optimize creative assets. BIGO Ads customized ad delivery models for Rocket fueled by real-time campaign data, allowing for ongoing optimization and ensuring that only the best-performing creatives were scaled.
4. Market Diversity for Faster Learning
BIGO Ads fast-tracked campaign optimization by launching across U.S., Japan, Brazil and emerging markets. This cross-market approach accelerated algorithm learning, refined bidding strategies, and provided Rocket with a consistent stream of high-quality, market-relevant users.
Results: Optimized Traffic Quality, Retention, and ROAS Performance
The collaboration between Rocket and BIGO Ads delivered strong outcomes across the board:
✅ High-quality, stable traffic demonstrating strong user intent
✅ Over 5.5K peak daily installs across Android and iOS platforms
✅ Surpassed retention and ROAS benchmarks, with 37% Day 1 retention, 48% Day 1 ROAS
✅ Playable ads scaled efficiently, significantly reducing CPI while sustaining strong performance.
"BIGO Ads has been a key growth partner for Rocket. Their AI-powered targeting and hands-on support helped us find the right users and scale efficiently across competitive markets. The results speak for themselves—from Day 1 retention to ROAS, every metric exceeded our expectations."
-- Rocket Game Studio Team
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