We partnered with RisingWings to re-engage lapsed users of their Golf King app on Android in the US. RisingWings is a top-grossing Korean game developer specializing in multiplayer simulation games enjoyed by hundreds of millions of users worldwide. Golf King is a real-time 1v1 golf duel game featuring customizable characters, clubs, realistic courses, and weekly leagues.
Results at a Glance
35%
Uplift in D30 ROAS within 3 months
27%
Decrease in D30 Unique Purchase cost by month 3
16%
Growth in Average Number of Purchases per Paying User by month 3
Campaign Goal
The goal of the campaign was to bring churned users back to the app to make either a new in-app purchase (Payers segment) or their first in-app purchase (Non-payers segment), with D30 ROAS being the KPI.
“Persona.ly has been an incredible partner in keeping our campaigns running smoothly. The team is reliable, truly committed to our goals, and takes the time to understand our game’s needs, building smart, performance-driven strategies around them.
We’ve seen consistent improvements in results, and their knack for handling both technical and budget challenges while keeping our priorities front and center makes them a partner we can always count on. We’re excited to keep working together and explore new ways to drive even more value.”
Yee Seul Hwang 황이슬 – UA Team Lead at Rising Wings
Programmatic Re-engagement Process
At the beginning of our collaboration, using first-party data received from the client and our proprietary Live Audiences feature (audience segmentation engine available to our clients at no cost), we generated two audience segments: – Payers: Users who had previously made in-app purchases and stopped using the app. – Non-payers (NPUs): Users who played Golf King in the past, didn’t make any in-app purchases, and churned later.
Having access to first-party data allowed us to generate the segments based on users’ purchase intent and refine our targeting strategy to drive better performance across both audiences.
Our extensive experience in the gaming vertical allowed us to reach and outperform the customer’s ROAS-based KPI in the first month of running the campaign. As we received more positive signals on which users are more likely to re-engage (re-install or re-open the app) and make in-app purchases, the learning progressed, and our ML-driven bidder was able to target those audience segments more precisely.
Our programmatic ML-driven DSP is integrated exclusively with tier-1 ad exchanges and processes over 4 million ad requests per second. This allows us to quickly gather data for our bidder to optimize the campaigns and bring high-quality traffic at scale.
By strategically allocating budget toward the most prominent audience segments with the highest intent to make in-app purchases, we continued optimizing and improving the performance of the campaign.
The steady growth in D30 ROAS, coupled with a decrease in D30 Unique Purchase Cost and an increase in the average number of purchases per paying user, demonstrated the effectiveness of our segmentation and optimization strategy. This success quickly built confidence in our ability to deliver scalable results, fostering a lasting collaboration with RisingWings.
Campaign Results
D30 ROAS Growth Trend
From the outset of the campaign with RisingWings, we quickly managed to reach and outperform the D30 ROAS KPI. As the learning progressed, our programmatic bidder was able to distinguish between users who would re-engage and make in-app purchases (in both Payers and Non-payers segments) and those who wouldn’t.
We continued optimizing the campaign, yielding performance 35% above the KPI by month 3.
Decrease in Unique Purchase Cost and Growth in Average Number of Purchases per Paying User
As soon as we identified users with a higher intent to make in-app purchases in both segments (unique repurchases for the payers segment and first-time deposits (FTD) for the non-payers segment), the cost of unique purchases started to decrease. By optimizing toward the ROAS-based KPI, our programmatic bidder leveraged the growing dataset to target user cohorts more likely to make multiple purchases. As a result, the average number of purchases per paying user increased.
By continuously optimizing the campaign towards the most prominent audience cohorts, by month 3 we achieved:
16% growth in the average number of purchases per paying user
27% reduction in the cost of unique purchases (both redeposits and first-time deposits)
About RisingWings
Founded in 2011, RisingWings has established itself as a leading mobile game developer known for its accessible and competitive gameplay. The studio released hit games like Golf King, Castle Craft, Archery King, and Bowling King. RisingWings has surpassed hundreds of millions of users across the globe, with several titles consistently ranking in global top charts.
“We are excited to partner with innovative Korean gaming leaders like RisingWings, empowering them to surpass their goals by boosting LTV through our re-engagement solutions for Android and iOS. Collaborating with RisingWings has been a true pleasure – they embrace data-driven strategies and machine learning-powered targeting, and consistently share valuable insights that fuel our mutual success.”
Rachel SEO – Business Development Director, Korea at Persona.ly
About Persona.ly
Persona.ly is a data-driven product company specializing in mobile user acquisition and retargeting, powered by proprietary machine learning algorithms and a robust first-party data management platform.
We help leading mobile companies including King, Tencent, Papaya, NextNinja, Tilting Point, Nexon and many others reach and exceed their growth goals by accurately predicting which users are most likely to engage and convert. Our machine learning models are optimized to target high-value users based on predicted LTV, driving strong ROAS and long-term user quality.
Our in-house programmatic DSP is directly integrated with top-tier ad exchanges and OEMs, processing over 4 million ad requests per second globally.
By combining real-time predictive analytics with programmatic scale, we empower our partners to unlock smarter growth, higher LTV, and measurable incremental impact.
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Galia Lahav
Digital Marketing Manager at Persona.ly. Can talk for hours about comedy series, can't live without her morning coffee, has a superpower of being in three places simultaneously.
