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“Adikteev’s cohort-driven approach allowed us to scale retargeting profitably while significantly strengthening ROAS across both payers and non-payers”
Lidor feldman, Retargeting Lead @Gamestory
background
Solitaire Stash and Bingo Bling by Game Story are casual real-money skill games where users compete in card or bingo tournaments, win cash, and progress through increasingly challenging levels. Both titles focus on early value capture by re-engaging existing players quickly.
The goal was to increase LTV, maintain strong ROAS, and drive revenue from both IAP and IAA from the earliest stages of the app’s lifecycle.
the objective
The objective was to build an efficient early-stage retargeting strategy that captured value from both payers and non-payers. The team set out to:
- Re-engage users after 3 days of inactivity
- Increase user retention and conversion rates
- Scale retargeting volume profitably across both PU and NPU audiences
strategy
The strategy paired a 3-day inactivity window with clear value-based segmentation.
Newly launched apps can benefit from early retargeting when segmentation is structured correctly. Value-based cohorts outperform broad lifetime audiences, and well-optimized NPUs can deliver meaningful revenue.
iOS probabilistic traffic further expanded reach and supported ROAS goals, while close collaboration enabled quick iteration and strong early performance for Game Story.
