Lilith Games Doubles ROAS With Tapjoy Multi-Reward CPE Offers

Lilith Games, a Tapjoy partner since 2016, was founded in 2013 with a straightforward mission: to create fun games. This corporate philosophy, driven by the twin principles of simplicity and authenticity, has helped establish Lilith as a successful global publisher with titles like Rise of Kingdoms, Art of Conquest, and AFK Arena climbing high on app store charts. As a result, Lilith Games is now China’s third-largest game developer and publisher by overseas revenue. 

• Acquire quality users at scale
• Maximize 7-day ROAS

Lilith Games first tested Multi-Reward CPE in one of their most successful apps: Rise of Kingdoms. Multi-Reward CPE appealed to Lilith because it had all the benefits of traditional CPE – allowing them the flexibility to choose their preferred engagement goals and only paying on goal completion – while delighting users with smaller rewards along the way increasing end goal completion, and ultimately allowed them to scale faster.

Behavioral analytics revealed that most users only made in-app purchases at higher levels in gameplay, however, this reality was at odds with Lilith’s core KPI, which focused on D7 ROAS. Enter Multi-Reward CPE. This new offer type rewards users at multiple touchpoints in-app, encouraging users to stay engaged for longer, within a short time frame.

The team set completion of a higher level than they had on their traditional CPE offer — “Level 17” — as the root event in the Multi-Reward CPE campaign. Lilith also targeted multiple easier events at a lower bid within the same offer to encourage more users to continue gameplay to complete the final conversion. This tactic kept users engaged as they entered the acquisition funnel. Meanwhile, the deeper events propelled high-quality users towards the spending threshold quicker.

After seeing some initial success, Lilith Games has continued to optimize its campaigns finding the perfect mix of events to achieve their ROAS goals.