Survival Games Ltd, a mobile app publisher with an impressive portfolio of popular gaming apps, faced a common challenge - how to effectively scale user acquisition while focusing on high-value users.
The company needed to move beyond simply acquiring installs and focus on increasing ROAS. To do so, they leveraged the ironSource Ads network and the ironSource Ads IAP ROAS optimizer, achieving a 5X increase in unique purchases*.
Transitioning to the IAP ROAS optimizer with the Unity team’s support
Following a comprehensive analysis of Survival Games Ltd’s campaigns and goals, the Unity team pinpointed the publisher’s core challenge: effectively scaling their campaigns while ensuring they acquired users most likely to make in-app purchases. The Unity team recommended transitioning from CPI campaigns to the ironSource Ads IAP ROAS optimizer.
The IAP ROAS optimizer offered the publisher a pathway to bid and optimize based directly on projected IAP revenue, ensuring every marketing dollar directly contributed to their bottom line.
Implementing the optimizer showcased the data-driven partnership between Unity and Survival Games Ltd. The process began with an incremental pilot program, starting with one of Survival Games Ltd’s titles in a single tier-1 geo, the US.
This initial test quickly demonstrated convincing results, showcasing a 5X increase in unique purchases - Survival Games Ltd’s top priority. This early success built confidence in the IAP optimizer for the publisher, leading to broader adoption.
Expanding campaigns to include more titles and geos
Survival Games Ltd expanded their UA on the ironSource Ads network with the IAP ROAS optimizer, onboarding two more of their top titles. Campaigns were then extended to include more countries, leveraging the optimizer's global capabilities, and Unity Ads were strategically integrated to diversify demand sources and further drive scale.
Throughout this expansion, the Unity team provided hands-on support and tailored best practices. The Unity Ad Design Studio, a Unity team of creative consultants who provide support to Unity partners, became a valuable asset, producing multiple high-performing playable creatives for the publisher.
The Unity team assisted with setting optimal ROAS targets, provided weekly recommendations, continuously added new playable creative sets, and updated targets by geos to assist with performance. This support, combined with a unique strategy tailored for each app, ensured that Survival Games Ltd could both exceed their ROAS goals and scale effectively.
Empowering sustainable growth with the IAP ROAS optimizer
The results achieved were transformative for Survival Games Ltd’s campaigns. Since implementing the IAP ROAS optimizer, the publisher has consistently exceeded their ROAS goals, achieving a 5X increase in unique purchases.
This growth was not confined to a single title or region, the increase in unique purchases and the scaled spend were realized across Survival Games Ltd's entire portfolio of titles, underscoring the IAP ROAS optimizers’ impact across diverse apps. Survival Games Ltd’s success demonstrates how the ironSource Ads IAP ROAS optimizer, bolstered by expert support from the Unity team and Ad Design Studio, can effectively drive efficient, revenue-focused UA.
*Source: ironSource Ads. Disclaimer: The reported increases are based on Unity data from February-June, 2025.
