Case Study: Gram Games achieves 4.5X ROI growth with YellowHead

Gram Games - Customer Case Study

Gram Games, the mobile game studio behind Merge Dragons, needed to prove that Google Universal App Campaigns (UAC) could match or outperform its previous Search and AdMob campaigns while scaling across Android and iOS in multiple geos. Working with YellowHead, the team set out to acquire high-quality players and maintain strong performance as they migrated to UAC.

YellowHead implemented UAC campaigns first optimized for installs and Purchase actions, then shifted to optimizing for in-app events with higher bids to drive better-quality users. The team expanded testing with new video creatives, localized assets by geo, and ongoing optimization, delivering a 4.5x increase in ROI, a 4x increase in first-time payer rate, and 3x growth in ARPPU.

Gram Games

Kerem Alemdar

UA Manager