We worked with Leniu Games to re-engage churned users for their top-grossing MMORPG game I9: Inferno Nine on Android. The game stands out for its engaging gameplay, cutting-edge graphics, and medieval stylization.
Results at a Glance
4.8x
Outperforming the ROAS D7 KPI
>100%
Campaign recoup by D14
30%
ARPPU growth by month 5
Campaign Goal
The goal of the campaign was to bring back churned payers (users who had previously made in-app purchases) to play I9: Inferno Nine and to motivate them to make additional in-app purchases. We received a ROAS-based KPI to measure the success of the campaign.
“Persona.ly is an excellent DSP partner, offering seamless collaboration and outstanding performance. Their team is highly responsive and proactively shares valuable insights to optimize results, enabling us to deliver strong outcomes together. We look forward to strengthening our partnership with Persona.ly, particularly in light of their remarkable success with the I9 retargeting campaign.”
Leniu Overseas Marketing Department
Programmatic Re-engagement Process
At the beginning of our collaboration, using first-party data received from the client and our proprietary Live Audiences tool – an audience segmentation engine available to our clients at no cost – we generated a segment of Payers: users who had previously made in-app purchases and stopped using the app.
Having access to first-party data allowed us to create segments based on users’ purchase history and intent, enabling us to refine our targeting strategy and drive stronger performance across the audience.
Due to high demand and competition for the targeted audience segment – the main challenge was to ensure the campaign budget was directed toward users most likely to re-engage (re-install or re-open the app) and make in-app purchases.
As we received more positive signals and the learning phase progressed, our ML-driven bidder was able to target these audience segments with greater precision, allowing us to scale the campaign rapidly.
By strategically allocating budget to the highest-intent audience segments – those most likely to make additional in-app purchases – we continuously optimized the campaign performance.
Campaign Results
ROAS Progression
Thanks to our deep expertise in the gaming vertical, we exceeded Leniu’s D7 ROAS target twice as early as Day 1. By prioritizing segments with the highest probability of making additional in-app purchases, we outperformed the D7 ROAS KPI by almost 5x.
Precise targeting, combined with the game’s outstanding quality, drove strong progression in I9: Inferno Nine, achieving full campaign recoup by Day 14 and continuing to improve.
ARPPU Growth
By concentrating spend on users with the strongest purchase intent, we kept refining the campaign and delivered steadily improving results.
Even after consistently exceeding KPIs, we kept optimizing the campaign, driving a 30% increase in Average Revenue per Paying User (ARPPU) by month 5.
About Leniu
Leniu Games, founded in 2015, is a Chinese high-tech mobile game developer and global publisher specializing in premium MMORPG titles. Its flagship games include Divine W: Perfect Wonderland, Flame of Valhalla, Age of Ashes: Dark Nuns, distributed worldwide with multiple titles achieving massive commercial success.
“We are extremely pleased with the results of our campaign with Leniu Games. Their team is highly professional, deeply data-driven, and relentlessly focused on performance.
As we continue to expand in the Greater China region, we’re proud to bridge East and West by bringing our world-class, ML-powered DSP to the market – empowering developers with cutting-edge user acquisition and retargeting capabilities to scale globally.”
Vicky Mao, General Manager, GCR 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.
