In the mobile gaming industry, standing out isn’t just about creating a great game—it’s about delivering an experience that captivates users from the first interaction. Aethir, a pioneer in distributed GPU cloud compute solutions, is revolutionizing this space with its innovative decentralized cloud system. Designed to handle the most demanding GPU tasks like AI and machine learning, Aethir’s decentralized cloud computing technology also unlocks new possibilities for cloud gaming. Aethir is redefining how games are developed, accessed, and played–offering a seamless, interactive experience similar to streaming services like GeForce Now.

Challenge overview

The mobile gaming market is more competitive than ever, with developers fighting for market share in a saturated landscape where user acquisition (UA) costs are skyrocketing. Traditional UA strategies rely on getting players to click and add, go to an app store, download the game, and hopefully stay engaged. To stay competitive, game studios must find new ways to engage users and reduce the cost per install (CPI). Aethir aimed to validate its value proposition by demonstrating that allowing players to experience a game before downloading it could lead to better engagement metrics, reduced CPI, and increased conversion rates.

The goal of this case study was to assess whether Aethir’s cloud streaming technology could enhance user acquisition performance by allowing potential players to interact with a game before committing to a download or purchase. This approach aimed to not only improve engagement but also to prove that Aethir’s technology could lower acquisition costs for game developers.

SuperScale’s approach

To help Aethir achieve these goals, SuperScale conducted a comprehensive game performance assessment using Aethir’s cloud streaming technology. The experiment was designed to explore the benefits of streaming games directly within an advertisement, allowing users to play the game before being redirected to the app store.

For this case study, the mobile game Tiny Tower was selected as the test subject. SuperScale created specific UA campaigns that directed potential players to a landing page where they could immediately stream and play Tiny Tower. After a few minutes of gameplay, a pop-up redirected users to the Google Play Store, encouraging them to download the full game.

The primary goal of this UA test was to prove that this streaming approach could increase engagement and conversion rates, ultimately leading to a lower CPI.

Implementation

The two phases of the case study were distributed using Meta campaigns with the campaign runs spanning 4 months and including multiple countries, the US and Tier 3 in particular. In total, we have observed approximately 35 thousand visitors over this period.

SuperScale’s implementation process involved several key steps:

1. Creative development:

Three different creative angles were prepared for the A/B/C testing. These creatives were designed to capture user interest and guide them through the desired user journey—from ad interaction to gameplay and, finally, to download.

2. Landing page setup:

Three destinations were created: “Stream Now”, “Download Now” and “Instant Play”.

  • Download Now: Users were redirected straight to the Google Play Store and could download the game.
  • Stream Now: Users could stream the game immediately upon clicking the ad using Aethir. After playing the full version of the Tiny Tower game players were redirected to Google Play to download the game.
  • Instant Play: Users have been redirected to the landing page resembling the app store. This page will propose novel usage of Aethir technology. “Instant Play” – “Try before you buy”. This would emulate the store environment for players to decide before investing time, money, and data e.g. buying or downloading the game. The option to either play the game instantly or proceed directly to the app store.

Phase 1 – Testing and Results

A/B Testing:

The experiment was divided into two key tests:

  • Experiment 1: A traditional A/B test where 50% of users were directed to the app store after clicking the ad, and the other 50% were directed to Aethir’s streaming platform before being redirected to the app store. In this experiment, we compared “Stream Now” with “Download Now”.

  • Experiment 2: Users were directed to a site resembling an app store that implemented Aethir’s novel concept of “Instant Play,” allowing them to “try before you buy” (or download large amounts of data). Players could either continue to the app store to download the game or play the game instantly on Aethir’s platform.

Data and metrics:

Throughout the campaign, key performance indicators (KPIs) such as click-through rates (CTR), cost per link click, and conversion rates were closely monitored. The data was used to determine which landing page and creative approach performed best in terms of user engagement and acquisition.

Results summary

The initial results from the user acquisition campaigns demonstrated the clear advantages of Aethir’s streaming technology.

  • In Experiment 1, the campaign advertising for Aethir-powered gameplay (“Stream Now”) delivered a significant boost in performance, with a 45% higher conversion rate compared to the baseline approach (the “Download Now” campaign). Additionally, the click-through rate (CTR) for Aethir Instant Play was 35% higher than the baseline (“Download Now”), highlighting its effectiveness in engaging users before directing them to the app store.
  • In Experiment 2, the Aethir-powered “Instant Play” campaign saw 143% more users choosing to play the game instantly on the Aethir platform over going directly to the app store. Moreover, the “Instant Play” campaign achieved the lowest cost per link click (CPLC) at just $0.28 which was 20% lower than the Download Now.

Key takeaways:

  1. “Instant Play” as a winning strategy

Aethir’s try-before-you-download model proved highly effective, driving 143% more users to engage with the game before downloading. By allowing players to stream a game instantly within an ad, developers can capture interest earlier and increase conversion rates.

  1. Enhanced user flow

The seamless transition from ad interaction to instant gameplay and then to the app store resulted in a +35% higher CTR, demonstrating that removing barriers between discovery and play significantly boosts engagement.

  1. Optimization for future campaigns

The initial data strongly supports the use of Aethir’s cloud streaming technology for future mobile game launches. Results indicate that instant access leads to stronger user interest and more cost-effective acquisition, making it a valuable tool for game developers and publishers.

  1. Lower acquisition costs

Aethir’s cloud streaming eliminates the need for costly CPI-based models that necessitate developers to pay for installation regardless of user retention. By eliminating this upfront commitment, developers can reach a massive audience more efficiently, reducing acquisition costs and improving engagement quality and retention.

  1. Higher conversion rates

Aethir’s Instant Play feature resulted in 45% higher conversion rates, along with better user retention and lower CPI (cost per install). This result shows a clear correlation between instant game accessibility and player commitment to purchasing a game.

  1. Increased monetization

The case showed a massive increase of 240% in monetization when using Aethir’s Instant Play compared to the traditional Download game option. Players will decide to make a purchase much easier if they get a taste of the game first.

  1. Improved Ad views

By implementing Aethir’s Instant Play solution, ad views skyrocketed by 220% thanks to users’ views during the Instant Play experience.

 

Phase 2 – Testing and Results

A/B Testing:

The experiment was conducted using a traditional A/B test, where 50% of users were directed to the app store after clicking the ad, while the other 50% were directed to Aethir’s streaming platform before being redirected to the app store. In this experiment, we compared “Stream Now” with “Download Now.” The “Instant Play” method was not utilized in this phase to keep the test simpler.

Data and metrics:

Throughout the campaign, key performance indicators (KPIs) were tracked and analyzed. We focused on early retention (D1 and D7), average revenue per user (ARPU), and return on ad spend (ROAS). Additionally, we examined early engagement in more detail, focusing on tutorial performance and session count.

Results summary

We observed a 60% increase in D1 retention and a similar 80% increase in D7 retention when users played the game with Aethir before installation. Similarly, D7 ROAS increased by 75% with Aethir, while ARPU rose by 93%.

Regarding early engagement, our data showed a moderate 6% increase in the average number of tutorial steps completed by new users with Aethir compared to the standard download campaign. More significantly, these users had, on average, a 77% higher session count, and their average session length was 26% longer.

Key Takeaways

  • Improved Early Retention and ROAS

Aethir’s cloud streaming technology boosts early retention (D1, D7) and significantly improves Return on Ad Spend (ROAS) by engaging players before installation.

  • Higher ARPU

By allowing players to experience the game before downloading, Aethir drives higher Average Revenue Per User (ARPU), as players are more likely to make in-game purchases.

  • Better In-Game Engagement

Aethir enhances player engagement, with increased session count, longer session lengths, and higher tutorial completion, leading to stronger overall player investment.

Conclusion

Aethir’s decentralized cloud system, combined with SuperScale’s strategic user acquisition approach, offers mobile game studios a powerful tool for reducing costs and increasing player engagement. By allowing a try-before-you-buy download experience, Aethir helps reduce acquisition costs and increase engagement–leading to higher conversion rates and lower CPIs. As more data becomes available, Aethir is positioned to become a leading solution for AI-focused GPU services in gaming. The case study clearly shows the benefits of implementing a game-streaming solution that allows players to try out titles before financially committing to a purchase.

Beyond user acquisition, Aethir’s study highlights the value of a try-before-you-buy model to game testing and distribution. The $54B game testing industry currently relies on distributing game builds, which can be costly, inefficient, and vulnerable to leaks. With Aethir’s cloud streaming, developers can securely audience-test games at scale without requiring players to download anything—eliminating piracy risks and accelerating feedback loops.

Studios seeking to optimize their user acquisition can gain significant benefits from partnering with Aethir. SuperScale’s success with the Nimblebit portfolio, including the expansion of the “Pocket” IP, highlights the value of this collaboration.

Looking to improve your mobile game’s user acquisition? Contact SuperScale to explore how Aethir’s cloud technology can help you reduce costs and boost player engagement.