I already run UA. Why do I need retargeting?

The average app loses 77% of its DAUs within the first 3 days after install. Without implementing retargeting campaigns, 77% of that app’s UA budget is essentially going down the drain (Appsflyer study).

Do you provide creative services?

We offer custom creatives and custom pre-launch analysis. Our in-house studio can develop ads of any format but specializes in playable and video ads to maximize performance.

Why is retention important to growth?

Users try out a lot of apps but decide which ones they want to stop using within the first 3-7 days. The key to success is to get users hooked during that critical first 3-7 day period, and then keeping them engaged long term.

September 23, 2026

How we helped Goodville beat its ROAS targets by up to 23% on Connected TV

By Abhilasha Mishra · 1 minute read

crea 1

“With Adikteev, CTV became an incremental acquisition channel that reached new high-value households while staying above our ROAS goals.

Stanislav kolotilov,
Head of Marketing, GoodVille

Download it

background

Goodville is a hybrid casual game with a broad audience, combining farming simulation with wellness and self-care mechanics. After strong performance across traditional user acquisition channels, the team looked to Connected TV (CTV) as a new, incremental acquisition channel

objective

The goal was to test CTV as an incremental acquisition channel: reaching high-value households, complementing existing mobile UA, and building brand awareness, all while hitting ROAS targets.

results

campaign strategy

Performance-first, category-relevant audiences:
Rather than optimising for reach, the campaign prioritised the audience models generating the strongest D7 and D30 ROAS, using a mix of audiences built around Goodville's core gaming category and its farming-simulation mechanics to concentrate on the users most likely to install and stay.

Progressive, performance-gated scaling:
Investment was increased step by step, but only once performance had stabilised above both the D7 and D30 ROAS targets, protecting efficiency as volume grew.
Incremental reach beyond mobile:
CTV was used to reach high-value households outside traditional mobile channels and drive genuinely incremental installs.

TAKEAWAY

CTV proved to be more than a branding play. Treated as a performance channel, with continuous creative testing and audience optimisation, it delivered above-target ROAS while scaling. The wider lesson for hybrid casual and simulation games is that CTV works as an upper-funnel acquisition channel that complements mobile UA rather than replacing it, reaching high-value new audiences while still hitting performance targets.

LEARN MORE ABOUT CTV ADVERTISING