Boosting Retargeting Performance for Spades With Engagement-Focused Traffic

Founded in 2009 in San Francisco, ZiMAD is a premier mobile game developer and publisher renowned for its data-driven approach to sustainable growth in the competitive casual gaming market. It operates a massive ecosystem of over 10M monthly active users, with flagship games like Magic Jigsaw Puzzles, Spades, and Domino Online, surpassing 170M lifetime downloads. To maintain this scale, ZiMAD continuously explores sophisticated marketing solutions to improve campaign efficiency and drive high-quality user activity. This retargeting collaboration centers on Spades, a classic card game specifically designed for highly engaged and competitive mobile players.

As their marketing goals evolved, ZiMAD prioritized the long-term profitability of their user cohorts. This strategic shift resulted in a 20% increase in their D7 ROAS targets across all marketing channels. While RTB House’s campaigns were consistently hitting their initial benchmarks, a 20% increase in ROAS required more than incremental optimization. To hit these aggressive new KPIs, RTB House needed to fundamentally shift its strategy—moving beyond standard re-engagement to focus on the down-funnel quality of users re-entering the game.

To capture high-value players, RTB House deployed Quality Traffic—an engagement-focused solution powered by a 100% Deep Learning bidding engine and advanced LLM technology.

While standard campaigns are highly effective at driving volume and conversions, meeting a 20% higher ROAS target required a deeper level of predictive precision. Quality Traffic provides exactly this by natively analyzing post-click behavior. Instead of simply predicting the likelihood of a click, the algorithms actively target users with the highest probability of in-app engagement. By utilizing this enhanced precision to focus on in-app behavior, RTB House successfully delivered higher-LTV players and drove the efficiency needed to meet ZiMAD’s elevated profitability goals.

Shifting the campaign to prioritize predictive engagement quality drove a massive performance leap for ZiMAD.

A +120% increase in Day 7 Return on Ad Spend significantly exceeded ZiMAD’s elevated profitability benchmarks, and a near halving of cost per reactivation, at 49%, was achieved while driving higher-value users.

Ultimately, RTB House’s Quality Traffic solution allowed ZiMAD to recapture high-intent players with greater LTV potential, strengthening the entire performance funnel. Following this success, the model was rolled out across ZiMAD's other active titles.