March 11, 2026
About Devsisters
Devsisters is a global gaming company that has been consistently delivering beloved games and services to over 300 million users worldwide, centered around the “CookieRun” IP. Building on its strong portfolio of mobile game titles, the company continues to expand its presence across diverse platforms, while also venturing into new business areas such as physical card games and licensing.
Challenge
The primary goal for CookieRun: Kingdom was to scale new user acquisition while achieving stable ROAS within the target payback window.
Although Devsisters sought to diversify marketing channels, they found few new channels were able to meet ROAS targets and scale sustainably. The team needed a new, performance-driven channel that could reach people where they’re spending time and deliver measurable returns in key growth markets.
The U.S. market was a key growth priority. As connected TV viewing continues to grow rapidly across the US, Devsisters identified CTV as a strategic channel to reach high-value audiences, and Moloco as the partner to help them do it.
Solution
Through prior mobile app campaigns, Devsisters saw consistent performance driven by Moloco’s data-driven optimization. Building on this success, the company expanded into CTV in the U.S. with Moloco.
1. Performance-Driven CTV Beyond Brand Awareness
Moloco’s CTV solution made sense for Devsisters because it goes beyond traditional brand-focused TV to drive real performance with AI-powered, user-level intelligence. Moloco’s AI-powered model evaluates billions of bid opportunities daily, optimizing campaigns to acquire users most likely to install CookieRun: Kingdom. Ads were delivered across premium, brand-safe CTV inventory in the U.S., including news, entertainment, and sports channels, targeting high-intent users to drive efficient user acquisition.
2. Measurable Attribution and Continuous Optimization
Unlike traditional TV advertising, Moloco’s CTV campaigns were measured and optimized using MMP data.
Devsisters was able to identify mobile app installs within the same household or IP environment following big-screen CTV exposure, clearly validating CTV’s contribution to performance against the KPI. Moloco’s AI engine continuously learned from MMP signals to further optimize campaign delivery.
3. Strategic Support to Enhance Performance
CookieRun: Kingdom releases monthly updates and first-week revenue and user acquisition are key performance indicators. Rapid campaign setup and timely optimization were therefore critical.
Moloco provided end-to-end support, from MMP integration and creative guidance to campaign setup and launch, enabling stable execution in a new channel. Ongoing support across creative strategy, budget allocation, ROAS targets, and CPI management contributed to sustained performance.
Results
Through Moloco’s CTV campaigns, Devsisters achieved strong performance in the U.S. market, with their results validating CTV as a long-term performance channel.
- ~20 percentage points above D7 ROAS target (Campaign period: Oct ’25 – Jan ’26)
- 100%+ cumulative ROAS within five months of launch
- 57% lower CPI compared to CTV campaigns on other media channels (Campaign period: Oct ’25 – Jan ’26)
“Through our partnership with Moloco, we successfully expanded into the CTV channel in the U.S. market. With ongoing support across budget management, creative strategy, and user-level data insights, we were able to continuously optimize performance and consistently meet our KPIs, leading to sustained campaign execution.” — Jinhyeok Yang, UA Marketer, Devsisters
Customer
Devsisters
Headquarters
South Korea
Industry
Gaming
Product
Moloco Ads
