Scaling casual games today is more challenging than ever. Developers face rising user acquisition (UA) costs, creative fatigue, and difficulties reaching high-quality users across increasingly fragmented markets. According to the Udonis Mobile Gaming Report 2024, casual games accounted for over 70% of mobile game downloads. Yet Day 7 retention rates often fall below 20%, while CPIs continue to climb. Sustaining growth now requires more than just engaging gameplay — it demands data-driven, adaptive marketing strategies.
That’s where BIGO Ads comes in. As a global mobile advertising platform under BIGO, BIGO Ads offers agile, performance-driven UA solutions designed 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, these 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.
Snail Games testimonial
Source: BIGO Ads
For Rocket Game Studio, BIGO Ads supported the growth of Calm & Relax, a soothing mini-game designed to help players relieve stress. Focusing on Japan, Brazil, and emerging markets, the campaign leveraged localized creatives and emotion-driven targeting to engage users seeking calming gameplay experiences. The result: above-industry-average Day 7 retention and strong post-install engagement across key regions.
Rocket Studio partnership results
Source: BIGO Ads
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 iterate quickly, scale efficiently, and drive sustained performance.
“Casual gaming continues to evolve globally, and our goal is to equip developers with the tools they need 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.”
Let’s talk about strategy. Let’s scale smart. For more information, connect with us today.
