Scaling efficiently in Tier 2 markets during the SLG competitive season.
The 4X SLG market in Tier 1 regions (US, UK) is heavily saturated with soaring CPIs ($30+). Frost Frontier, a mid-core survival game, needed to acquire high-quality users without burning budget on expensive direct competition with industry giants.
Instead of fighting in Tier 1, we shifted focus to high-potential Tier 2 markets like Brazil and Turkey. We optimized localized creatives specifically for these cultures, lowering CPI significantly.
Collaborated with 20+ mid-tier gaming YouTubers in the target regions. Their authentic walkthroughs provided higher retention users compared to standard display ads.
The campaign successfully stabilized the user base growth. By avoiding the most expensive markets, Frost Frontier achieved a profitable ROAS of 1.8x within 3 months, securing a loyal community for long-term operations.