Falcon Game Studio hits 100% of its Day-0 ROAS target for Nightmare Puzzles

Mini games live or die on launch-day economics. Falcon Game Studio needed "Nightmare Puzzles: The Unknown" to generate immediate in-app-advertising (IAA) revenue and reach a profitable Day-0 return on ad spend from the very first cohort of players. That first-day window is the hardest to get right: there is no historical performance signal to optimize against, and acquisition budget is easy to overspend before the game proves it can monetize.

Ecomdy Media's read was that, for an IAA mini game, the objective is not raw installs but players whose predicted ad-revenue value clears the Day-0 ROAS target on day one. The campaign therefore had to optimize toward monetization value rather than volume, and lean on TikTok's value-based signals to find high-value players from the moment the game launched.

Ecomdy Media, as a TikTok Marketing Partner, owned the campaign end-to-end. Ecomdy deployed TikTok Growth Max for Mini Games — TikTok's automated growth product built for the mini-game vertical — and configured Value-Based Optimization (Ad Revenue) so the system optimized toward players likely to generate ad revenue instead of just installs. Ecomdy set Day-0 Highest Value and Target ROAS bidding to tie the bid strategy directly to the studio's launch-day profitability goal, and structured the placement mix around rewarded and interstitial ad formats — the monetization surfaces that drive IAA revenue in casual and mini games. Throughout, Ecomdy used onsite behavioral signals to steer optimization toward high-value users from Day 0 and managed the day-one ramp so spend stayed aligned to the ROAS target.

100% DAY-0 ROAS TARGET ACHIEVED

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