“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
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.