Skill gamingSmart Optimization for Zupee User Acquisition
Zupee wanted user acquisition that got better as it scaled, not one that got worse as spend went up.
- Objective
- Improve and scale acquisition
- Approach
- Continuous acquisition optimisation
- Funnel focus
- Efficient user growth
01
The brief
Scale, and get better at it.
Zupee's brief was to improve user acquisition and scale it at the same time — goals that usually pull against each other.
02
The approach
Optimise continuously.
We ran smart acquisition optimisation as a constant process rather than a monthly review: moving budget toward what was working while it was still working.
03
Where the work focused
Efficiency.
The focus was efficient user growth — more users for the money, without trading away the kind of player a skill-gaming app depends on.
04
What it delivered
An engine that keeps tuning itself.
The outcome was a stronger acquisition engine built around continuous optimisation.
Optimisation isn't a phase of a campaign. It is the campaign.
