Case study

3× ROAS for SIEGE: World War II

Imperia Online, a Stillfront Group studio, had a popular game and an unprofitable user-acquisition programme, and no clear read on why. In 2024, when we ran UA for Imperia, we rebuilt the data underneath it and took ROAS from 50% to 153%.

3×

ROAS

50% to 153%

−78%

Cost per install

$2.80 to $0.60

4 mo

To breakeven

on UA campaigns

The situation

A popular game losing money on every install

SIEGE: World War II is a free-to-play mobile game published by Imperia Online, a studio under the Stillfront Group. The game had players. Its user acquisition was unprofitable, and the reasons were unclear from the inside. Two problems turned out to sit underneath it.

Data setup that could not support optimisation

Tracking had not been rebuilt for the post-IDFA world, so the campaign data underneath every decision was unreliable. Nothing downstream of that can be fixed while it stays broken.

Campaign territory left unexplored

Campaign types, GEOs and optimisation goals had not been tested widely — and testing them without a trustworthy data setup would only have produced more unreadable results.

Why they called us

"We heard about SuperScale's expertise in revitalizing underperforming games, and it was exactly what we needed for our title, 'SIEGE: World War II'. Pleased with the results, we have expanded our cooperation to other titles, and SuperScale is currently our most important partner for scaling our growing portfolio of titles."
Cvetan Rusimov · CEO, Imperia Online · on the 2024 engagement

What we did

Fix the data first, then spend against it

Accurate data is what every other decision rests on, so it came first. Everything after it was possible because of it.

Audit the data, then keep auditing it

A full data audit came first, then continuous automated health checks so tracking breakages — a new release, an ad-network change — surface in real time instead of quietly distorting a month of reporting. An advanced SKAN model went in alongside it, so the iOS picture was as precise as the platform allows.

Find where the budget was going wrong

A review of the existing marketing strategy against the now-trustworthy data, and a set of recommendations for reallocating paid media spend.

Predict, then act on the prediction

SuperPlatform supplied LTV predictions to target high-value players, D365 ROAS predictions per daily cohort so the team knew when to stop a campaign or add spend, and a UA-factor that accounts for the organic installs paid spend pulls with it.

Diversify the network mix

With the data setup fixed, spend was tested across Meta, Google Ads, TikTok and IronSource, with Apple Search Ads planned on top.

On SuperPlatform

"SuperScale's SuperPlatform has provided us with complete visibility into the campaigns, ensuring full transparency in our partnership. We can monitor the cohort view daily and observe how changes in the game impact profitability. This allows us to make more informed decisions for future strategy and planning. Additionally, the platform's automated data checks help us identify and resolve issues at an early stage in real time."
Mario Vasilev · Product Lead, Imperia Online · on the 2024 engagement

Results

What the twelve months produced

Measured over the 2024 engagement, against the programme as we found it.

ROAS went from 50% to 153% — a 3× improvement, reached while spend hit a record for the trailing twelve months. The programme became profitable.

Average CPI fell from $2.80 to $0.60, about 78%, within three months.

UA campaigns reached breakeven in three to four months, generating profit after that.

Growth scaled profitably per day rather than in bursts that had to be unwound.

LiveOps and feature updates could be judged on business impact, with the higher LTV that followed allowing further budget scaling.

Comparing breakeven before and after, the twelve-month run produced the studio's highest revenue in two years.

Figures as originally published by SuperScale, 2024. The UA programme described here ran in 2024; SuperScale continues to work with Imperia Online on creative.

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