Introduction

Mini Games: Calm & Relax – Xgame Studio

A puzzle/casual mobile game that previously grew rapidly from late 2024 to early 2025, Mini Games: Calm & Relax began facing performance decline during Q2–Q3. Although ad budgets remained stable between $500–$1,000, revenue did not meet expectations and ROAS dropped. Mega Digital collaborated with the publisher to rebuild ROAS performance through Smart+ campaigns, deeper placement testing, creative expansion, and weekly optimization.

Overview

Industry: Puzzle / Casual Mobile Game (Android)
Platform Objective: ROAS-focused performance
Website / Store Link:
https://play.google.com/store/apps/details/Mini_Games_Calm_Relax?id=com.uc.minigame.relax

Ad Budget (tracking period):

No specific budget limit, as long as scaling maintains ROAS performance.
Mega Digital’s operating budget ranged from $500 to $1,000.

Campaign Active Period:

From August 26 to present.

Customer's info

About Mini Games: Calm & Relax – Xgame Studio

Mini Games: Calm & Relax is a puzzle/casual mobile game developed by Xgame Studio for Android users. The title gained strong traction at the end of 2024 and early 2025. However, as the trend cooled in Q2–Q3, user acquisition and monetization performance declined, prompting the publisher to seek a more efficient UA optimization strategy on TikTok Ads.

Objectives

What's Mini Games: Calm & Relax – Xgame Studio Expecting from Us

Restore ROAS to meet the expected KPI benchmark, especially at D7.
Identify the most effective placements beyond Pangle to improve performance.
Expand creative volume and maintain a steady flow of weekly tests.
Scale ad spend sustainably as long as ROAS remained stable.
Maintain daily consistency in performance and optimize towards weekly KPIs.

Challenges

The current situation of Mini Games: Calm & Relax – Xgame Studio

Market & user challenges: The puzzle/casual gaming market on TikTok is highly saturated, with many similar products competing for the same audience. User interest had also declined after the trend peak from late 2024 to early 2025, and despite maintaining ad budgets of $500–$1,000, revenue performance did not meet expectations. Compared to other platforms, TikTok’s metrics for this game also underperformed.
Technical challenges: ROAS had not reached the expected level, creatives became repetitive and less effective, and optimization was mostly limited to Pangle placements, which did not deliver the desired performance.

Solutions

A Multifaceted Strategy to Scale efficienty

A structured UA strategy combining Smart+ bidding, creative expansion, and multi-placement testing to restore ROAS performance and stabilize weekly KPIs.

Campaign Setup

Used Smart+ campaigns and expanded testing to TikTok placements
Applied tROAS bidding using D0 ROAS KPI as the target

Creative Strategy

Maintained winning creatives and expanded new variations based on top-performing concepts
Tested new creative concepts weekly, ensuring 20–30 creatives produced each week

Technical Optimization

Phase Testing:
- Step1: Test placements (Smart / TikTok)
- Step2: Test creative and bid combinations
- Step3: Combined testing (creatives, bid, and placement)
Phase Scale-up: Maintain daily performance and aim for weekly KPI targets

Improved ROAS and Stabilized Performance

Results

After optimization, ROAS improved by 10–20%, reaching the customer’s expected KPI at ROAS D7. By testing broader placements, expanding creative volume weekly, and applying Smart+ tROAS bidding, Mega Digital helped the game recover performance during the downtrend phase and maintain consistent metrics throughout scaling.

What Clients Are Saying

Customer experience is our top priority

The client expressed satisfaction with Mega Digital’s UA optimization service. The UA Rocket team continues to discuss and follow Mega’s recommended approaches throughout the ongoing campaign.

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