June 25, 2026
About 111Percent
111Percent is a game developer focused on creating new gaming experiences through original gameplay. The company operates multiple titles, including Random Dice: Defense, Lucky Defense, and Co-op Tower Defense. By leveraging data-driven decision-making and continuous optimization, 111percent delivers engaging experiences to players worldwide.
Lucky Defense is one of 111Percent’s flagship titles and has maintained strong popularity in the Korean market. The game is a cooperative tower defense title in which two players work together to defend against waves of enemies. Its gameplay combines strategic decision-making with the unpredictability of randomly summoned characters.
Challenges
Lucky Defense had already established a substantial user base in the Korean market. As the game approached its first and second anniversaries, the focus shifted beyond new user acquisition to re-engaging previously high-spending users and converting their return into revenue. As growth became difficult to sustain through new user acquisition alone, reactivating proven high-value users emerged as a key priority for driving stable revenue growth.
Solution
Building on its long-term partnership with Moloco, 111Percent leveraged Moloco’s re-engagement (RE) campaigns as a core solution from its first anniversary through its second anniversary promotion, continuously testing and refining a range of strategies.
1. Always-on campaigns with seasonal budget scaling
111Percent launched its RE campaigns during the game's first anniversary promotion and gradually expanded to the second anniversary campaign based on consistent performance. Stable results were maintained through always-on RE campaigns throughout the year, while budgets were significantly increased during seasonal events such as anniversary promotions and major updates to maximize returning user volume. This approach enabled sustained performance while unlocking additional revenue opportunities during key promotional periods.
2. Optimizing Inactivity Windows and Diversifying Campaign Strategies
Performance improved significantly after shortening the inactivity window used to define re-engagement audiences from 30 days to 7 days. Re-engaging users whose activity had recently declined proved more effective than targeting users who had been inactive for extended periods.
Campaigns were also diversified across multiple objectives. ROAS campaigns maximized advertising returns and CPA campaigns drove purchase conversions. This approach enabled more effective reactivation of high-value users.
3. Maximizing Performance on iOS leveraging 111Percent’s 1P data
Stable performance was maintained on iOS leveraging 111Percent's first-party data accumulated through a long-term partnership with Moloco.Moloco's AI identified high-value users with strong purchase intent, helping maximize campaign efficiency even in data-constrained environments.
4. Leveraging Premium Inventory for Korean Audiences
Premium local inventory, including Kakao, helped expand reach while maintaining ad quality. Building on strong performance from user acquisition campaigns, the same placements were leveraged for re-engagement campaigns to reach users at the right moments.
This approach minimized ad fatigue, encouraged natural user return, and supported stable performance throughout more than a year of campaign operation.
Results
From proactively preventing user churn to optimizing for purchase conversions, 11Percent leveraged a phased re-engagement strategy and Moloco's AI-powered optimization to significantly exceed its D7 ROAS targets across both iOS and Android. Notably, all iOS campaigns outperformed their targets, demonstrating strong re-engagement performance even in a data-constrained environment.
2nd Anniversary RE campaign results (May–June 2026)
- iOS ROAS Campaign: D7 ROAS exceeded KPI by 248%
- iOS App Open Campaign: D7 ROAS exceeded KPI by 291%
- Android CPA Campaign: D7 ROAS exceeded KPI by 26%
Since adopting Moloco's re-engagement campaigns during our first anniversary promotion, we've been able to effectively re-engage high-value dormant users and mitigate declines in DAU. We've consistently exceeded our performance goals across both Android and iOS, and the detailed campaign insights have given us the confidence to continue investing in and scaling our re-engagement efforts. - Kyuyoung Kim, UA Marketer, 111percent
Customer
111Percent
Headquarters
South Korea
Industry
Gaming
