Growth Strategy

Gaming

Skillz: Multi-Channel UA Strategy Driving +107% D180 ROAS

Skillz: Multi-Channel UA Strategy Driving +107% D180 ROAS

How Appvertiser AI helped Skillz achieve +107% average D180 ROAS, -6.3% CPA, and manage $2.1M+ across 13 ad channels in 3 months.

How Appvertiser AI helped Skillz achieve +107% average D180 ROAS, -6.3% CPA, and manage $2.1M+ across 13 ad channels in 3 months.

Trusted by teams behind leading apps & games

Trusted by teams behind leading apps & games

EXECUTIVE SUMMARY

Appvertiser AI managed a $2.1M+ multi-channel UA operation for Skillz across 13 ad networks and DSPs over 3 months (August–November 2023), achieving +107% average D180 ROAS and -6.3% CPA reduction in the US and UK markets.

Appvertiser AI managed a $2.1M+ multi-channel UA operation for Skillz across 13 ad networks and DSPs over 3 months (August–November 2023), achieving +107% average D180 ROAS and -6.3% CPA reduction in the US and UK markets.

REGION

US, UK

CHANNELS

Multi-channel UA

CAMPAIGN GOAL

D180 ROAS Optimization

+107%

+107%

Average D180 ROAS

-6.3%

-6.3%

CPA Reduction

$2.1M+

$2.1M+

Total Spend Managed

13

13

Ad Channels

01 / CHALLENGE

The constraint

The constraint

Managing accurate attribution across 13+ channels and DSPs, sustaining a complex UA strategy focused on D180 ROAS (a long-horizon metric requiring sophisticated cohort tracking), continuous competitive pressure, and consistently hitting CPA targets at scale.

Managing accurate attribution across 13+ channels and DSPs, sustaining a complex UA strategy focused on D180 ROAS (a long-horizon metric requiring sophisticated cohort tracking), continuous competitive pressure, and consistently hitting CPA targets at scale.

02 / STRATEGY

The operating model

The operating model

Keyword-level ROAS tracking with structured ad group management across 13 channels. Retargeting strategies, exact audience targeting, Custom Product Page testing, geo expansion, and web-to-app campaigns.

Keyword-level ROAS tracking with structured ad group management across 13 channels. Retargeting strategies, exact audience targeting, Custom Product Page testing, geo expansion, and web-to-app campaigns.

03 / EXECUTION

The system in motion

The system in motion

Implemented keyword-level ROAS tracking per network. Built lookalike audiences from highest-value player cohorts. Tested Custom Product Pages for different user segments. Ran web-to-app campaigns as an additional acquisition funnel. Managed full $2.1M+ media mix across 13 networks simultaneously.

Implemented keyword-level ROAS tracking per network. Built lookalike audiences from highest-value player cohorts. Tested Custom Product Pages for different user segments. Ran web-to-app campaigns as an additional acquisition funnel. Managed full $2.1M+ media mix across 13 networks simultaneously.

04 / RESULTS

Measured outcomes

Measured outcomes

+107% average D180 ROAS. -6.3% CPA reduction. $2.1M+ total spend managed across 13 ad channels. Markets: US and UK.

WHAT ENTERPRISE TEAMS CAN TAKE AWAY

A repeatable growth pattern, not a one-off win.

A repeatable growth pattern, not a one-off win.

For gaming apps with long LTV curves, D180 ROAS is the right metric — but it requires patience and sophisticated multi-channel management. Managing 13 networks simultaneously enables optimization that single-channel approaches cannot achieve.

Frequently Asked Questions

Appvertiser AI is an AI-native mobile growth platform and agency. We deploy autonomous AI agents for user acquisition, ASO, creative optimization, and analytics — trained on $700M in real mobile ad spend. We combine proprietary AI with 14+ years of hands-on UA expertise, across 140+ apps grown.
We offer two main tracks. AI Agents Platform — self-serve access to our UA, ASO, Creative, and Analytics AI agents for in-house teams. Full AI-Native Agency — from $5–7K/month, including UA strategy, all-channel execution, creative production, ASO, and real-time analytics. We also offer Creative Production Only and Starter Consultation as standalone services.
We work with mobile gaming studios (casual, midcore, social casino), subscription apps, fintech apps, travel apps, and entertainment apps. Clients include Fortis Games, Playrix, Voodoo, TikTok, Dave, Airalo, and Empower — from global brands to growth-stage studios.
We run campaigns across Meta, Google UAC, TikTok, Unity, AppLovin, Mintegral, and Apple Ads. We're official Meta and Google Partners. We also test emerging networks like Rewarded Play, Discord, and Reddit. For analytics and recommendations, we support any channel connected to your MMP.
Full Agency includes UA strategy, all-channel campaign execution, MMP and attribution setup, postback audits, creative production (video, statics, playables, UGC, AI-generated assets), ASO, soft launch support, and a real-time performance dashboard. Everything from data ingestion to execution is handled.
It means our operations, decisions, and creative strategy are driven by our own proprietary AI — not a wrapper on top of OpenAI or Claude. Our system uses graph reasoning with causal inference layers, trained on $700M+ in real mobile ad spend. We built the model; we didn't just prompt someone else's.

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