However, as Huuuge Games’ marketing efforts increased, so did its operational overhead. The company began running multiple CPE ads concurrently. In 2018, Huuuge began testing Cost Per Engagement (CPE) campaigns and found that they “outperformed video, display, and other rewarded formats in terms of ROAS,” according to Huuuge Games Networks Media Buyer Dominika Pawlasiuk. That meant targeting high-quality users and engaging them at a deeper level. The user experience team needed a creative solution that would boost install volume and retention, and by extension, improve ROAS. On top of that, the company’s steady growth accelerated the need to scale user acquisition in key markets. While Huuuge Games’ popular casino games were racking up hundreds of thousands of downloads every month, retaining those users was an entirely different challenge.
Retaining High-Quality Users While Scaling UA
