India’s gaming market presents significant growth opportunities, but it comes with challenges—particularly rising customer acquisition costs (CAC) and increasing competition in the real money gaming (RMG) space. The launch of the RummyVerse app, coincided with the implementation of a new Goods and Services Tax (GST) regime on Real Money Games in India, which had impacted the RMG operators and increased pressure on their profitability.

Given these conditions, RummyVerse needed a strategy that would allow them to scale efficiently while keeping acquisition costs under control. Their target was to sustain growth across India’s diverse regions while ensuring long-term engagement and profitability. Specifically, they aimed to achieve cost-efficient user acquisition without compromising on return on ad spend (ROAS) targets, which required a strategic approach to regional tiered structure, targeting, and creative optimization.

Moloco worked closely with RummyVerse to develop a data-driven strategy focused on achieving sustainable growth and improving ROAS. The approach centered on regional targeting, creative optimization, and dynamic campaign adjustments through Moloco’s machine learning platform.

1. Regional Targeting Finds Players Where They are Most Engaged

To maximize the effectiveness of their campaigns, Moloco segmented RummyVerse’s user acquisition efforts by geographic tiers, focusing on both Tier 1 states and broader national outreach.

• Tier 1 states — Karnataka, Maharashtra, and Tamil Nadu: These states are key markets for Rummy advertisers due to the higher returns seen from players in these regions. The strategy in these states focused on scaling both CPA and ROAS campaigns to gain market share and improve profitability.
• Other states: For regions outside Tier 1, Moloco prioritized ROAS campaigns to identify and acquire high-value users. This approach ensured that RummyVerse could extract value from less competitive regions while maintaining a focus on efficient spend.

This targeted approach helped RummyVerse balance reach and performance by focusing resources where they saw the best potential for sustained growth.

2. Optimizing CPFTD and ROAS performance through Moloco’s machine learning

Moloco’s machine learning platform played a central role in optimizing campaign performance. By analyzing real-time data, the platform dynamically adjusted targeting and creative elements to meet specific performance goals, ensuring campaigns remained efficient and impactful.

Moloco’s platform helped RummyVerse optimize bids and adjust campaign strategies to meet these targets. Notably, Moloco proved as the most efficient acquisition channel, delivering consistent and scalable performance.

3. Immersive Creative strategy refinement

In addition to optimizing campaign targeting, Moloco collaborated with RummyVerse on creative strategy. New creatives were ideated, experimented and developed every four weeks to maintain engagement and improve performance across campaigns.

Through continuous collaboration, Moloco provided insights into what types of assets performed best in the RMG category. For instance:

• Testimonial ads showcasing player experiences resonated well with users
• Offer creatives highlighting special promotions and game features helped drive engagement and conversions
• Collaborated to develop a best-practice-driven storyline creative that boosts engagement and downstream metrics

These insights enabled RummyVerse to create more effective ad assets, avoid creative fatigue, and drive better engagement and performance.