6 Secrets to Scaling a High-CPI Game
by Hüsamettin Yüzer / Growth Manager
A high-CPI game can be a challenge to scale.

However, there are a few strategies you can try. The ones we’re about to introduce have been tested by Sunday time after time, and we can say with confidence, they work!

ASO: Icons and Screenshots

The first thing users see when entering your store listing — icons and screenshots — matter. Make sure they’re polished, attention-grabbing, and A/B tested for best performance.

They also have to be true to your high-IPM creatives in order to increase the conversion rate. Show users that they’re getting exactly what they want!

ASO: Text

Make sure the name of your app is memorable, easy to search for, and — even better — optimized with keywords. When it comes to descriptions and other app store copy, keep them engaging, grammatically correct, and enriched with relevant keywords for higher traffic.

Together with optimized graphics, ASO-friendly copy can significantly increase your IPM and reduce your CPI.

Expand Your Creative Inventory

Videos and playables have the most impact on your campaign. However, to drive your IPM up and CPI down even more, make sure to use a wider variety of creatives.

Well-made static images, like banners or icons, shouldn’t be underestimated. Add several variations of them to your creative package and you’ll see a boost in your installs.

Aim for High-Scale First

When you start with the high CPI in the first scaling phase, proceed with the source level bidding through API to get better quality of users from different sources.

With source-level bidding, you can target the best sources directly to create a more effective strategy. By reaching the right audience in the right place, at the right time, and on the right platform, you’ll be able to maximize the value of your advertising investments. 

Use Device Targeting

You can get different quality of users from different devices — beyond the simple iOS/Android division. Look deeper into the performance of your ads within smaller device categories, for example by device brand or device type.

Some device groups will by default give you a higher LTV, even with the same CPI. Target separate device groups to improve your overall KPIs and spend your ad budget more efficiently.

Target Non-English-Speaking Countries

Most of the time, the US market is the best for hyper-casual. However, if the US market doesn’t work for your game, it doesn’t mean it’s not scalable at all!

Some games simply perform better in other markets, so try localizing your creatives to see a higher impact outside the US and English-speaking countries. There are lots of other opportunities outside of the US market — go for it!

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