Introduction

TikTap Challenge – Xgame Studio

A casual mobile game that previously went viral on TikTok in 2024, TikTap Challenge faced declining UA performance and unstable ROAS in early 2025. Mega Digital partnered with the publisher to rebuild its advertising efficiency through a full-funnel TikTok Ads strategy focused on Smart+ bidding, creative scaling, and GEO testing.

Overview

Industry: Casual Mobile Game (Android)
Platform Objective: App Install and ROAS
Website / Store Link: https://play.google.com/store/search?q=tiktap+challenge&c=apps&hl=vi

The game experienced a strong viral phase on TikTok in 2024. However, entering 2025, TikTap Challenge began facing intense competition from similar titles, resulting in declining ad performance and unstable ROAS. The publishing team needed a new strategy to restore User Acquisition (UA) effectiveness and optimize media spending.

Mega Digital partnered with the publisher to operate advertising campaigns for TikTap Challenge.

Customer's info

About TikTap Challenge - Xgame Studio

TikTap Challenge is a casual Android mobile game published by Xgame Studio. After a period of strong organic traction on TikTok, the game encountered increasing competition from similar casual titles. As a result, acquiring high-quality users at a sustainable cost became more challenging, prompting the publisher to seek a new performance-driven UA strategy.

Objectives

What's TikTap Challenge - Xgame Studio Expecting from Us

Restore stable Day-0 ROAS (target 40%).
Achieve break-even by Day 7.
Identify the most profitable GEOs for user acquisition.
Refresh creative assets to improve CTR and conversion rate.
Scale budget efficiently after determining the winning setup.

Challenges

The current situation of TikTap Challenge - Xgame Studio

Market saturation: A crowded casual gaming market made it difficult to attract players at competitive CPIs.
Limited initial budget: Not enough early data to optimize effectively during relaunch.
Technical constraints: After the viral phase, the game experienced volatile ROAS, declining CTR caused by aging creatives, and lacked GEO segmentation to identify profitable markets.

Solutions

A Multifaceted Strategy to Scale efficienty

Mega Digital implemented a three-part strategy—Strategy, Technical, and Creative—to rebuild TikTap Challenge’s UA performance:

Campaign Setup (Smart+)

Applied tROAS bidding with D0 ROAS KPI as reference
Tested Tier 2 & Tier 3 markets to determine winning GEOs
Target audience 25+
Minimum 10 creatives per ad group

Creative Scaling Strategy

Produced large volumes of gameplay and trend-based creatives
Collaborated with TikTok One creators to generate organic-friendly content
Continuously refreshed ad variations to prevent creative fatigue

Technical Optimization

Phase 1: Identify profitable GEOs based on LTV and bid testing
Phase 2: Test multiple creative types to find high-converting formats
Phase 3: Scale budgets using the winning setup while maintaining ROAS stability

Strong ROAS Growth and Rapid Scaling Across GEOs

Results

Mega Digital exceeded all performance KPIs for TikTap Challenge. Day-0 ROAS reached 60–100%, significantly outperforming the 40% target. The game achieved break-even by Day 4—three days faster than expected. Retention rate increased by 20%, reflecting higher-quality users acquired through optimized targeting and creatives. Initial budgets of $100/day were successfully scaled to $7,000–$10,000 per week while maintaining stable ROAS.

What Clients Are Saying

Customer experience is our top priority

Mega Digital optimized our campaigns faster than expected and helped us achieve ROAS levels that exceeded our initial goals. Their creative testing and GEO strategy were key factors in allowing us to scale confidently into new markets.

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