How RZR Scaled CookieRun Kingdom 40X in One Year with iOS and Android

The Five-Year Hit That Still Drives Revenue

CookieRun: Kingdom is Devsisters' main revenue driver. Five years after launch, the free-to-play mobile RPG and city-building hybrid remains their most successful title.

But sustained growth at scale requires more than a great game. It requires precision optimization across platforms, evolving KPIs, and the agility to hit aggressive ROAS targets while scaling spend exponentially.

The Goal:

Maintain high ROI while continuously scaling campaigns across Android and iOS.

Achieving long-term growth in the highly competitive mobile market requires a combination of advanced technology and deep trust with our partners. RZR's sophisticated machine learning optimizations have played a pivotal role in driving the growth and successful scale-up of our CookieRun: Kingdom campaigns. We were particularly impressed by their capability to deliver outstanding results even within the restrictive iOS privacy environment. By aligning seamlessly with our marketing guidelines while proving their performance through solid, data-backed results, RZR has established itself as more than just a media vendor—they are a reliable strategic partner built on mutual growth.

— SOL KIM, USER ACQUISITION MANAGER, DEVSISTERS

‍Built to Scale: Three Products, One Growth Engine

Devsisters started with Android retargeting. Within one year, that single test became a three-product growth engine:

Play 1: Android Retargeting Foundation

Target: Re-engage lapsed players with high LTV potential

Execution highlights:

User segmentation based on LTV predictions
Multiple custom models deployed in parallel
Weekly exchange and country-level optimizations to maximize efficiency

Android RT launched in three key markets with immediate, above-target performance:

USA: Day 7 (D7) ROAS at ~4.5X the target in month one, then held steadily above target
WW (Worldwide): Launched at ~9X the target, sustaining well above target as spend grew
KR (Korea): Launched above target and climbed higher from there

Across all Android retargeting campaigns, monthly spend grew 19X, all while staying above the D7 ROAS target.

With this foundation in place, Devsisters approved iOS expansion.

Play 2: iOS User Acquisition Acceleration

Target: Acquire high-value users against aggressive D0 and D7 ROAS goals

Execution highlights:

Added an earlier-funnel D0 ROAS signal to predict D7 performance sooner
Raised the D7 ROAS bar mid-campaign as confidence grew
Stabilized view-through attribution within Devsisters' guidelines within 1–2 weeks

When Devsisters raised the D7 ROAS bar mid-flight, RZR was already clearing it. Monthly spend scaled 38X while performance stayed above target — roughly a 2.8X improvement from launch.

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Play 3: iOS Retargeting at Scale

Target: Maximize iOS retargeting revenue with probabilistic attribution

Execution highlights:

Probabilistic modeling let iOS RT scale spend efficiently while sustaining strong ROAS
Continuous model testing and LTV-based segmentation refined performance weekly

iOS RT began as a small test, well below target. Within six months it had crossed target and showed clear promise. As spend scaled, D7 ROAS reached ~2X target, then peaked at ~5X target, with view-through attribution kept controlled throughout.

By the end of the campaign period, iOS RT was spending across global markets at a sustained ~3X target, validating RZR's probabilistic attribution approach on iOS.

What Drove the Win

Adaptive KPI Evolution

Rather than set static goals, Devsisters' KPIs evolved as spend scaled:

Started with D7 ROAS only
Added an earlier-funnel D0 ROAS signal to predict performance sooner
Raised the D7 ROAS bar mid-flight

Throughout these shifts, RZR stayed above target.

Weekly Optimization Rigor

Scaling 40X in one year requires constant refinement:

Weekly exchange-level optimizations
Country-level bid adjustments
Parallel model testing across LTV segments
Real-time view-through monitoring and correction

Probabilistic Attribution on iOS

In the face of Apple's privacy restrictions, RZR deployed probabilistic models that inferred user behavior without deterministic signals. The result: iOS retargeting (RT) became one of the campaign's strongest-performing products.

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The proof is in the progression. iOS retargeting climbed from a fraction of target to a ~5X peak, while keeping view-through attribution controlled within Devsisters' guidelines, demonstrating precise control despite iOS privacy constraints.

Why This Isn't Just a 40X Scale Story

RZR didn't just scale spend for Devsisters — it built a repeatable playbook for sustained performance across platforms and products:

Adaptive optimization KPIs evolved, performance kept pace

LTV-driven segmentation Models trained on revenue potential vs. just volume

Multi-product trust Android RT success unlocked iOS UA and iOS RT expansion

Weekly precision Exchange and country-level optimizations refined efficiency continuously

Long-term partnership Confidence in one product led to the next

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