Gamelight delivers an impressive 213% ROAS growth for JOYCITY’s Gunship Battle: Total Warfare

Mobile game publisher JOYCITY partnered with Gamelight, a leading rewarded marketing platform to promote their strategy game Gunship Battle: Total Warfare. The aim was to scale the mobile game in both Japan and The UK using the Gamelight game recommendation platform to reach both short-term and long-term ROAS objectives.

Gunship Battle: Total Warfare is an MMO Strategy game using the IP of Gunship Battle that challenges you to plough through expansive seas to find and attack enemy ships and planes. If you want to experience intense battles in the open sea, this game will provide you with a high dosage of thrill and action. One of the strongest aspects of Gunship Battle: Total Warfare is its super-detailed 3D visuals.

During the campaign, a strategy was implemented that combined Gamelight’s AI algorithm with open targeting. This approach allowed for vast amounts of data input into the algorithm, which helps to reach new audiences effectively. The algorithm was designed to connect with users who are most likely to engage and convert.

Image via Gamelight

The algorithm focused on key performance indicators such as Return on Advertising Spend (ROAS), Average Revenue Per User (ARPU), Engagement Rate, and Retention Rate, which were crucial for the success of the promoted titles. The ROAS D30 goal for both JP and the UK was to reach 26.05% in their separate geos.

Gamelight as we know, stands as the world’s largest rewarded mobile marketing platform. Their acclaimed AI algorithm delves into user behaviors, playing patterns, and demographic data to customize game recommendations for players with similar interests. This tailored approach not only enriches the gaming experience but also drives optimal ROAS, ARPU, and retention rates for their partners.

JOYCITY experienced a massive ROAS boost as a result of Gamelight’s effort

By integrating the AI algorithm with open targeting,  a substantial overperformance was observed in ROAS across the two markets over 30 days. The AI-driven approach proved particularly effective in Japan, where a D30 ROAS of 38.71% was achieved, surpassing the initial target by 48%.

Image via Gamelight

In the UK, the performance was equally impressive, with a D30 ROAS of 35.37%, exceeding the goal by 35.78%. These results clearly show how the personalized algorithm helped optimize advertising spending and how effectively the platform adapted its targeting to meet campaign goals.

The platform also managed to achieve outstanding growth rates from Day 7 to Day 30. In Japan, a ROAS growth of 213% was observed, indicating a significant uptick in advertising effectiveness as the campaign matured. Similarly, the UK showed a robust growth of 143%. These figures illustrate the strength of the data sets and continuous learning, which significantly enhances user engagement and conversion over time.


Gamelight successfully promoted JOYCITY’s title, Gunship Battle: Total Warfare, achieving exceptional growth from Day 7 to Day 30, with a 213% increase in Japan and a 143% increase in the UK. Leveraging Gamelight’s advanced AI algorithm, the campaign not only surpassed significant ROAS milestones but also effectively engaged the target audience.

The strategic use of data-driven insights and tailored game recommendations significantly enhanced user engagement, contributing to outstanding campaign results. Additionally, JOYCITY is continuously developing and researching new technologies based on the recent campaign results, production, development optimization, as well as operation and service advancement. If you are further interested in Gamelight’s full case study on the campaign, you may visit the official website here.

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