Angry Birds 2 is part of one of mobile gaming's most enduring franchises. Sustaining growth for a major title at this stage requires more than maintaining brand recognition. It requires precision acquisition of high-value users on iOS, re-engagement of lapsed players on Android, and a DSP partner capable of scaling spend without sacrificing ROI. That's a high bar. RZR cleared it.
Rovio started with Android retargeting. Strong performance on that foundation opened the door to iOS user acquisition. Within one year, both products were scaling together, with RZR achieving the #1 partner position on iOS for UA and a top 5 partner position on Android for retargeting.
Target: Re-engage lapsed Angry Birds 2 players, with custom strategies for paying users (Spenders) and non-paying users (Non-Spenders).
Execution highlights:
Consistent on-target D7 ROI performance across geos on a monthly basis
Campaign-level gains driven by model refinements and continuous publisher-level optimization
Despite operating retargeting campaigns exclusively, RZR’s Android performance placed them in the top 5 Rovio partners by spend.
Target: Acquire high-LTV users for Angry Birds 2 across geos, with consistent performance against D7 ROI targets.
Execution highlights:
Launched August 2025; scaled to #1 iOS partner in under 4 months
Deep neural network (DNN) model upgrade deployed, incorporating non-attributed data specific to the App Store ID for more accurate impression valuation
Separate prediction layers based on click behavior, enabling more comprehensive prediction of installs and down-funnel behavior.
Win rate model improvements drove higher quality bids at exchange level
From One Market to Many
RZR's iOS UA scale didn't happen all at once. It was built market by market.
A multi-market campaign spanning geos established the foundation. With consistent above-target D7 ROI performance, the model accumulated app-level learnings that transferred directly into new geographies. Weekly spend grew more than 4x over the course of Q1, with D7 ROI holding above benchmark throughout.
With that foundation in place, the strategy sharpened. RZR moved from a single international campaign to three geo-specific campaigns targeting high-priority markets across Europe, Latin America, the Middle East, and APAC — with the model dynamically allocating spend toward the highest-performing countries in each cluster.
The DNN model upgrade was the performance engine behind iOS UA scale. By incorporating non-attributed data by App Store ID and separating prediction based on click behavior, the model built a more accurate picture of user value at the impression level. Bid quality improved. Win rates improved. ROI followed.
Scaling while maintaining ROI targets requires constant refinement. RZR’s team ran weekly publisher and exchange-level optimizations, adjusted bids by country and user segment, and deployed parallel model tests to keep performance on target as spend grew.
Rebuilt audience strategy across geo, creative, and supply-path cuts to isolate profitable cohorts
New banner creatives, playable formats, and native ad tests are in active planning for both iOS and Android, building toward additional scale in the next campaign phase.
RZR built a performance foundation that has expanded with every campaign phase:
DNN model precision impression-level valuation that improves as data compounds
LTV-based segmentation custom retargeting strategy built around spend behavior
Multi-product trust Android retargeting success supported iOS user acquisition, which is now supporting CTV expansion
Weekly optimization discipline exchange and publisher-level refinements kept ROI above target at every spend level
Long-term partnership one strong product became the case for the next
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