Case Study: 37GAMES boosts ROAS and installs with Liftoff

Liftoff Exceeds ROAS Goals for Gaming Titan

37GAMES, part of 37 Interactive Entertainment, wanted to grow its hit mobile title Puzzles & Survival and improve monetization from in-app purchases. The company partnered with Liftoff to acquire high-quality users and focus on its key performance metric: D7 return on ad spend (ROAS).

Liftoff used its Cost Per Revenue (CPR) model to optimize campaigns for higher-spending players, drawing on learnings from similar midcore and match-3 games. It also tested creative formats, finding that 3D, narrative-driven ads with core gameplay performed best. The result was a 264% lift in installs, D7 ROAS exceeding targets by 40%, and ad spend scaling 200x since the first month.

37Games

Della Lee

Marketing Director