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100% D14 ROI in 3 Weeks: How Aarki Turned Around Performance for Funvent Studios’ IAA Puzzle Game
Android
Global
Gaming (Puzzle, IAA-heavy)
Retargeting
Tiledom is a puzzle game from Funvent Studios where 99% of revenue comes from ads, not in-app purchases (IAP). While Aarki had already proven results on IAP -heavy titles, this campaign mattered for a different reason: proving that retargeting can scale profitably for in-app advertising (IAA)-first games
The Goal
Achieve 100% D14 ROI consistently on Android retargeting.
Pain Point
Aarki Advantage
Low retention beyond Day 7 made late-stage monetization unreliable
Shifted retargeting earlier to lapsed Day-3 cohorts, recovering ad revenue sooner in the user lifecycle
Creative fatigue reduced engagement over time
Delivered end-to-end in-house creative with frequent refreshes driven by live performance data
Why It Matters
This case proves that retargeting is not just for IAP-heavy games.
IAA apps can hit profitability
01
with the right revenue models and optimization approach
Creative refresh cadence
02
directly impacts long-term ROI, especially in retention-challenged genres
Retargeting can meaningfully improve late-stage retention,
03
even in low-retention genres like puzzle
100%+
D14 ROI Achieved consistently post-optimization
2-3
weeks to recover performance
8+
weeks at target D14 ROI with zero regression
x
The core challenge: retention. Like many puzzle games, Tiledom saw sharp drop-offs after the early lifecycle, with minimal retention by D30. To hit profitability targets, users needed to be re-engaged early and monetized efficiently through ad views, but standard retargeting models weren’t built for this.
Early RT performance lagged behind D14 ROI targets
Rebuilt audience strategy across geo, creative, and supply-path cuts to isolate profitable cohorts
Pain Point vs Advantages
The Strategy That Turned Performance Around
Custom model deployment + strategy reset
IAA-heavy monetization made standard purchase-based ROI models ineffective
Deployed a custom ad view model built specifically for IAA-first games
Week 1
Week 2
Week 3
Week 8
+
Hit 100% D14 ROI target
Sustained performance with zero regression
Performance Timeline
A. Ad-View Optimization Model
Aarki deployed a custom ad-view based model designed for IAA-heavy apps. Instead of optimizing bids for purchase events (which barely existed in Tiledom). The model prioritized predicted ad revenue- the actual driver of LTV.
The model also prioritized users with higher session time, where ad exposure and monetization potential were strongest. This allowed Aarki to value users correctly and pace spend toward cohorts that consistently returned ad revenue.This shift was the inflection point that moved performance from inconsistent to stable.
B. In-House Creative, Built and Refreshed End to End
All creatives were developed entirely in-house by Aarki, from concept to storyboard to production. No client-side creative work required.
Key creative principles:
→ Fast, gameplay-forward hooks to re-capture attention immediately
→ Clear visual payoff loops aligned with puzzle progression to show tangible reward
→ Frequent creative refreshes based on live performance signals
Creative was not a one-time input. It was a continuous optimization lever that kept engagement high and prevented fatigue.
“Aarki didn't just improve our numbers—they completely rebuilt our retargeting approach from the ground up. The custom ad-view model was exactly what we needed for our IAA business.”
- Funvent Studios