Reducing Costs by 40% and Achieving 126% D1 ROAS – Flat Ads Empowers Efficient Growth for Casual Games

With the rapid rise of the mini-game ecosystem, IAA casual games have experienced significant growth. Amid this trend, the "play-to-earn + casual game" model has emerged as a standout category, blending lightweight gameplay with user reward mechanisms to create highly competitive products. One innovative dice-rolling game has gained traction, allowing players to earn real rewards while enjoying casual entertainment.

However, as global competition intensifies, rising customer acquisition costs have squeezed profit margins, making it difficult for the game to expand its user base efficiently and achieve timely break-even. Faced with these growth challenges, the game partnered with Flat Ads to launch a cost-effective expansion strategy.

1. Product Introduction

The game features an intuitive dice-rolling mechanic where players move along a "vitality board" by rolling dice, collecting coins and treasure chests to accumulate rewards. Its simple yet engaging design, combined with a well-structured reward system, delivers a "play-to-earn" experience that appeals to users seeking both entertainment and real-world benefits.

Initially, the game focused on Google Ads, AppLovin, and Mintegral, primarily using vertical video ads (90% of ad spend) to target Indonesia and Brazil.

However, increasing acquisition costs and difficulty in meeting ROAS (Return on Ad Spend) benchmarks hindered cost recovery. Additionally, as a play-to-earn product, its ad budget exhibited significant volatility, further complicating optimization efforts.

These factors not only impacted promotional efficiency but also demanded greater stability in marketing strategies. To address these issues, Flat Ads designed a tailored growth solution.

2. Flat Ads’ High-Efficiency Growth Solutions

Exclusive Traffic Pool: 40% Lower Acquisition Costs

In Indonesia and Brazil, Flat Ads leveraged its global network of 700 million exclusive developer traffic to reduce CPI (Cost Per Install) by 40% compared to conventional channels. Its high-activity user base minimized re-engagement costs and wasted ad spend, ensuring cost-efficient scaling.

Creative Optimization: 45% Higher Acquisition Efficiency

Flat Ads’ creative team developed high-converting ad materials by emphasizing:

（1）Clear cash reward displays (enhancing appeal)

（2）Real withdrawal process demonstrations (building trust)

（3）Success stories from real users (emotional engagement)

These strategies boosted click-through rates by over 30%. A dynamic creative assessment matrix allowed real-time optimization, increasing user acquisition efficiency by 45%.

Traffic Refinement: A/B Testing for Optimal Budget Allocation

Flat Ads conducted multi-channel A/B tests, evaluating conversion rates, user quality, and scalability. Low-performing channels were deprioritized, while high-converting ones received increased budget allocation—maximizing both scale and efficiency.

DMP-Powered Smart Targeting: Boosting User LTV

Using its proprietary Data Management Platform (DMP), Flat Ads employed predictive algorithms for hyper-personalized ad delivery. Localized ad creatives, integrating cultural elements, enhanced engagement and long-term user value.

Rapid Scaling & Shortened Payback Period

Leveraging proven high-converting traffic strategies, Flat Ads accelerated the game’s break-even timeline. Real-time data monitoring ensured ROI-maximized adjustments while mitigating budget volatility risks.

3. Growth Results

D1 ROAS Exceeded Expectations:

Indonesia: 112%

Brazil: 126%

Stable Daily Installs:

User acquisition in Indonesia and Brazil showed high efficiency and healthy growth, with improving user quality for better monetization potential.

This collaboration demonstrated Flat Ads’ expertise in solving core challenges for global game expansion. By combining traffic optimization, creative upgrades, channel refinement, and data-driven strategies, Flat Ads delivered a scalable, cost-efficient growth model.

Moving forward, Flat Ads will continue enhancing its intelligent marketing technology to help more global game developers overcome growth barriers and achieve sustainable success.