Z Survivor: Backpack Shooter is an action-packed mobile shooter game combining survival mechanics with strategic inventory management. The game focuses on engaging gameplay loops, progression systems, and monetization through both ads and in-app purchases.
Tapped.io had already achieved solid scale but faced challenges in maximizing profitability. While revenue was growing, inefficiencies in spend allocation and campaign structure were limiting overall returns.
Key challenges included:
• Difficulty maintaining strong margins while scaling
• Inefficient budget distribution across channels and campaigns
• Lack of clear decision-making framework for scaling vs. optimization
• Missed opportunities in creative performance and testing structure
They needed a strategic partner to help improve profitability without sacrificing growth.
We approached this through a structured UA consulting framework focused on profitability-first growth.
1. Profit-Driven UA Strategy: We shifted the focus from pure scale to profit optimization by redefining success metrics and aligning all UA activities with margin improvement.
2. Budget Reallocation & Spend Efficiency: We analyzed performance across channels and campaigns, identifying underperforming segments and reallocating budget toward higher-return opportunities. This reduced wasted spend and improved overall efficiency.
3. Campaign Structure Optimization: We simplified and restructured campaigns to improve signal quality and decision-making speed. This allowed for faster optimization cycles and more stable performance.
4. Creative Performance Focus: We identified gaps in creative performance and introduced a more structured approach to testing and iteration, helping scale winning concepts more effectively.
5. Clear Decision-Making Framework: We implemented a clear framework for when to scale, pause, or optimize campaigns, removing guesswork and enabling more confident, data-driven decisions.
The Results
Within the first month of collaboration, Tapped achieved:
• Significant increase in overall profitability
• Strong improvement in revenue efficiency relative to spend
• More stable and predictable performance across campaigns
• Better control over scaling decisions without sacrificing margins
This demonstrated that with the right strategy, it’s possible to increase both efficiency and profit without necessarily increasing spend.
Tapped is a London-based mobile games studio founded in 2018. The studio brings a background rooted in the flash games era and has since evolved to focus on producing high-quality mobile titles for a growing audience.
