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What is Appvertiser AI?

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Gaming

Jun 12, 2026

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.

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.

REGION

US, UK

CHANNELS

Multi-channel UA

CAMPAIGN GOAL

D180 ROAS Optimization

+107%

Average D180 ROAS

-6.3%

CPA Reduction

$2.1M+

Total Spend Managed

Ad Channels

01 / CHALLENGE

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.

02 / STRATEGY

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.

03 / EXECUTION

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.

04 / RESULTS

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.

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-powered platform for mobile user acquisition. It connects your ad channels, MMP, and internal data sources into one workspace, then uses AI to analyze performance, recommend the next best action, predict the outcome of a change before it's applied, and execute approved changes across every channel — with your team in control at every step. It's built on expertise from managing $700M+ in mobile ad spend across 140+ apps and games.

Mobile gaming studios (casual, midcore, social casino), fintech, subscription, travel, and entertainment apps. Clients range from global brands to growth-stage studios, including Playrix, Voodoo, TikTok, Fortis Games, DeNA, Dave, Airalo, Empower, and Proof of Play.

General-purpose AI tools summarize the data you paste in. They can't access your live campaign data, have no domain-specific decision intelligence, and can't take action. Appvertiser AI connects directly to your channels and MMP, is purpose-built for mobile UA decisions, and executes approved changes across every channel — not just advice, but action with your approval.

Across 140+ apps and games, customers see an average 61% ROAS improvement, 35% CPI reduction, and roughly 70% less campaign-management workload. Dave scaled from $120K to $2.1M in monthly spend in six months while holding ROAS targets. Proof of Play automated 80% of its UA operations with far faster launch cycles. Results reflect downstream events — purchases, subscriptions, retention — not vanity install counts.

Both. Clients include global brands like TikTok, Playrix, Voodoo, DeNA, and PlayStation, alongside growth-stage studios like Fortis Games, Proof of Play, and Whalo. The platform and, where needed, the services team adapt to your spend level, team size, and UA maturity — enterprise-grade decision-making without requiring an enterprise-sized team.

It's not either/or. A single senior UA hire covers one role in business hours; Appvertiser AI unifies your channels, predicts outcomes, and executes approved optimizations continuously, freeing whoever runs UA to focus on strategy and creative direction instead of manual campaign operations. Most teams get more leverage from the platform than from adding one more seat.

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Growth Strategy

US, UK