Introduction

Alphabet Shooter – Rocket

Alphabet Shooter is a horizontal-format shooting game that initially faced difficulties scaling on TikTok due to limited data, restricted placements, and inconsistent creatives. Despite achieving acceptable ROAS at low budgets, performance dropped sharply whenever spend exceeded $100/day. Mega Digital collaborated with the publisher to rebuild a scalable UA structure through Smart+ campaigns, expanded creative production, multi-account testing, and structured bid–placement optimization.

Overview

Industry: Shooting Game
Platform Objective: ROAS and budget scaling
Website / Store Link:
https://play.google.com/store/apps/details?id=com.htt.alpha.shooter.fps

Ad Budget (tracking period):

No specific budget limit, as long as scaling maintains ROAS.
Mega Digital’s operating budget ranged from $300 to $600.

Campaign Active Period:

From August 26 to present.

Customer's info

About Alphabet Shooter – Rocket

Alphabet Shooter is a mobile shooting game designed in a horizontal layout, published by the Rocket team. The product had limited historical user data on TikTok due to low ad spend and previously ran only on Pangle placements, which restricted its ability to reach broader audiences. As a result, the publisher required a more robust, scalable system to unlock higher spend while maintaining ROAS stability.

Objectives

What's Alphabet Shooter – Rocket Expecting from Us

Maintain stable ROAS while scaling ad budget beyond $100/day.
Expand placements beyond Pangle to reach new user segments on TikTok.
Build a consistent creative production pipeline specifically tailored for horizontal gameplay.
Use multi-account operations to separate testing and scaling.
Improve performance predictability and maintain flexibility within 10–20% of ROAS targets.

Challenges

The current situation of Alphabet Shooter – Rocket

Market & user challenges: The game lacked sufficient user data on TikTok due to low spending levels, making it difficult for machine learning to optimize. Running only on Pangle further limited reach and prevented audience expansion across other placements such as TikTok.
Technical challenges: Although ROAS met expectations at low budgets, the game could not scale because ROAS dropped significantly when daily spend increased beyond $100. Creative output was inconsistent and limited in number, especially since the game required horizontal-format videos, making alignment between concepts and gameplay more difficult.

Solutions

A Multifaceted Strategy to Scale efficienty

A combined Smart+ bidding, creative templating, and multi-account testing strategy designed to stabilize ROAS and unlock scalable spend for Alphabet Shooter.

Campaign Setup

Used Smart+ campaigns to test additional placements beyond Pangle
Applied tROAS bidding using D0 ROAS KPI as the target
Operated with two or more ad accounts to separate scaling and testing

Creative Strategy

Developed a horizontal video template specifically for the game
Tested new creative concepts weekly to maintain 20–30 creatives per week
Aligned creatives with seasonal events such as Halloween for better engagement

Technical Optimization

Phase Testing (on a dedicated testing account):
- Step1: Test placement (Smart / TikTok)
- Step2: Test creative and bid combinations
- Step3: Combined testing (creatives, bid, placement)
Phase Scale-up: Maintain stable performance on the optimized account while allowing ROAS to fluctuate flexibly within 10–20% of the weekly target

ROAS Stability and 200–400% Daily Budget Scaling

Results

After implementing Smart+ campaigns, creative templating, and multi-account testing, Alphabet Shooter achieved significant improvements in scalability. Daily ad budgets increased by 200–400% while maintaining stable ROAS. At certain stages, ROAS exceeded the target KPI by 10–20%, demonstrating the effectiveness of the combined strategy in unlocking higher spend without sacrificing profitability.

What Clients Are Saying

Customer experience is our top priority

The client decided to significantly scale up the advertising budget for Alphabet Shooter, opening the next phase of collaboration and expansion into new markets.

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