Case Study: Tamatem achieves 7% Day-1 retention lift, 30% LTV growth and 5x marketing scale with Adjust

Using creative level data to scale campaigns

Tamatem, the leading mobile games publisher in the Arabic-speaking market, shifted from developing ad-supported casual games to publishing high-ARPPU titles aimed at regional "super whales." With in-app advertising hitting a revenue ceiling and low eCPMs in the region, Tamatem needed to ramp up user acquisition, adopt a data-driven marketing approach, and accurately measure in-app events, campaign ROI and lifetime value.

Tamatem integrated Adjust to track all key events and creative-level performance, soft-launched Fashion Queen in select GCC countries, and used cohorts and A/B testing to optimize creatives. As a result, Day‑1 retention rose by 7%, LTV increased by 30%, and the marketing budget was scaled 5x following the successful campaigns.

Tamatem

Lamia Shreim

Marketing Manager