Gamelight doubles ARPU while tripling Scale for Cat Snack Bar

OVERVIEW

In a focused effort to drive long-term profitability and rapid scale, game publisher Treeplla partnered with Gamelight to promote their top-tier hybrid casual game Cat Snack Bar. The campaign targeted Gamelight’s five strong geos: US, JP, UK, DE, and FR, across both Android and iOS platforms.

The goal was clear: reach large-scale user acquisition while meeting strict ROAS targets and achieving full campaign profitability.

Title: Cat Snack Bar

Geos: US, JP, UK, DE, FR 

Platforms: iOS, Android

Monetization model: 40% IAP, 60% IAA

“With Gamelight, we were able to scale quickly. However, the most impressive aspect was that they maintained the quality of users and even improved it as we expanded the campaign. They demonstrated high ROI and retention not only in our core US market but also in Europe and Asia. Overall, Gamelight exhibited outstanding performance and provided effective communication, which truly highlighted the potential of a reward media platform.”

Irene Chung
UA Manager

RESULTS

Thanks to Gamelight’s advanced campaign structure and strategic bidding approach, ROAS targets were not only achieved but surpassed. By increasing CPI by 30%, the campaign unlocked premium traffic and saw the following performance improvements:

User acquisition volume grew by 2.78x, fueling rapid market penetration

ARPU increased by 97%, reflecting higher value users

Retention improved by 44%, boosting long-term engagement

ROAS increased by 52%, exceeding profitability milestones

Higher app store rankings led to higher quality users, while boosting retention, engagement and ROAS.

Gamelight’s approach focused on precision, scale, and long-term ROI:

Smart competitive bidding: The campaign increased CPI strategically to rank higher within the platform to gain access to higher quality users.

Granular ROAS goals: Gamelight implemented detailed ROAS benchmarks from D0 to D120, ensuring each campaign phase delivered on profitability:

D0 ROAS Goal: 20%
D7 ROAS Goal: 45%
D120 ROAS Goal: 100%

Advanced event setup: 21 in-app events were tracked and optimized, including 3 high-frequency recurring events to capture deeper engagement signals

BACKED BY GLOBAL RECOGNITION

The success of this hybrid casual campaign is part of a bigger story. Gamelight’s ability to deliver high-quality users at scale has been recognized in the latest AppsFlyer Performance Index, where it ranks in the Top 2 for Casual games in key markets like Western Europe, Japan, and Korea.

On top of that, Gamelight was named the #1 rewarded UA source globally across all genres. These results highlight how effective rewarded traffic can be, not just for driving installs, but for bringing in users who stay, spend, and make campaigns profitable.

CONCLUSION

With just a 30% CPI increase, Treeplla’s campaign with Gamelight drove 2.78x higher user volumes, 97% ARPU growth, 44% stronger retention, and a 52% ROAS uplift, proving Gamelight’s unmatched ability to scale hybrid casual games profitably through premium rewarded user acquisition.