Summary
Mobile game publisher Panteon faced the challenge of scaling user acquisition while maintaining revenue growth for their new title Raid Rush. Initially using AppDiscovery for IAP-focused ROAS campaigns, they shifted to a hybrid model with MAX mediation and blended ROAS campaigns. This allowed them to target both high-value IAP users and ad-engaging users, leading to a 15% increase in D0 and D7 ROAS, a 220% rise in total campaign spend, and higher ARPDAU across all regions, especially T2 markets.
The dual-campaign approach ensured sustainable growth without cannibalizing existing IAP performance. Key takeaways for developers include leveraging MAX for blended ROAS campaigns to unlock new user segments and regions, balancing IAP and ad revenue streams, and achieving global scale more effectively.
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