Case Study
How King’s Throne increased ROAS D7 by 4x and scale by 2x with ironSource

Goat Games is the Chinese developer behind the RPG game, King's Throne: Game of Conquest. Keep reading to learn how Jiayi Deng, Performance Marketing Manager at Goat Games, used ironSource’s ROAS optimizer and creative management solution to increase ROAS D7 by 4x and scale by 2x.

Massive efforts to manually optimize bids

In the past, we were manually optimizing the bids for UA campaigns, and at a very granular level. The problem was, that with the time it took us to sufficiently crunch the numbers and adjust our bidding strategy, we weren’t able to optimize fast enough. Often, by the time we got the insights we needed, we'd already wasted budget on bids and channels that weren’t providing the ROAS we wanted.

Increasing ROAS 4x with automation

The ironSource account management team understood these challenges, analyzed our situation, and presented optimization solutions just for us. When we learned that their automated UA optimizer could help us reach our ROAS goals while eliminating all our manual efforts, it was clear we needed to give it a try.

ironSource’s ROAS optimizer automatically optimizes our bids towards ROAS, and makes constant auto adjustments to hit the KPI - enabling us to bid more efficiently, pay the right amount for each user, and ultimately scale our campaigns.

Since activating the optimizer, we’ve seen incredible results:

  • Within two weeks, our ROAS D7 quadrupled
  • Within a few months, purchase rate doubled - showing we were acquiring relevant users who went on to make in-app purchases within the game
  • Additionally, installs increased by 477% - far beyond our expectations

Thanks to all this, we’ve been able to increase our user LTV as well, a key KPI for our game.

In addition to the great results, we’ve saved a huge amount of time and resources in the process. With the time we’ve freed up, our team could now focus on creative optimization to scale our campaigns even more.

"ironSource’s ROAS optimizer automatically optimizes our bids towards ROAS, and makes constant auto adjustments to hit the KPI - enabling us to bid more efficiently, pay the right amount for each user, and ultimately scale our campaigns."

- Jiayi Deng, Performance Marketing Manager at Goat Games

Doubling IPM with ironSource playables

ironSource’s in-house creative team researched ad creative trends in the RPG category and recommended we use playable ads to really give users a feel for our game during the ad experience. They made several variations of playables and interactive end cards, A/B testing and optimizing each one until they found the highest performers.

Thanks to all the ad creative optimization, we significantly improved our ads’ conversion rates and nearly doubled the IPM of our campaign - helping us obtain a large number of high-quality users while maintaining a stable CPI. The interactive end card helped boost the creative’s IPM by 30% in just a month.

Combining products for super scale

Throughout this growth journey, the ironSource team has been highly professional - whenever we asked questions about the optimizer or wanted to discuss new creative strategies, they were quick to respond and always gave us useful feedback.

As for ironSource’s products, using both the optimizer and creative management solution together produced amazing results, and we’re looking forward to continuing our growth journey together.

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