2.8x Player LTV With Retention-First Programmatic

Mobile gaming retention campaign with in-app retargeting and rewarded video ads

The challenge

A fast-growing mobile gaming studio with a portfolio of casual and mid-core titles was bleeding players: over 70% of new installs churned within seven days, and rising CPI costs on major ad networks made pure acquisition unsustainable. The studio needed to shift from a volume-first install model to a retention-first strategy that would dramatically increase player lifetime value.

We partnered with the studio to build a programmatic retention engine combining in-app retargeting via Xandr and The Trade Desk, strategically placed rewarded video placements, and AI-optimized push notification sequences. Every re-engagement touchpoint was bought on a CPA basis -- we only paid when a lapsed player returned and completed a qualifying session -- giving the studio full cost predictability while we focused on the players most likely to generate long-term revenue.

Gaming analytics and player retention data

Immersive gaming experience with VR headset

How we delivered it

We built a CPA-based retention engine across Xandr and The Trade Desk that keeps players engaged, spending and coming back -- day after day.

Player lifecycle segmentation

We mapped the full player journey and created dynamic cohorts based on play frequency, in-app purchase history, level progression and days since last session. This segmentation identified the optimal re-engagement window for each player type -- typically between day 3 and day 7 post-lapse.

CPA-based in-app retargeting with deep links

Through Xandr and The Trade Desk, we ran in-app ads targeting lapsed players across the mobile ecosystem. Deep links brought them straight back to their last game state, a pending reward or a new content update. We paid only on confirmed re-engagement, keeping CPA 41% below the studio's target.

Rewarded video for engagement and monetization

We placed rewarded video units at strategic moments, offering in-game currency, extra lives and exclusive items. These placements increased average session duration by 28% while creating positive ad experiences that reinforced retention rather than disrupting gameplay.

AI-optimized push notification sequences

Our machine learning models determined the ideal send time, message content and frequency for each player based on behavioral patterns. The system dynamically throttled notifications to avoid fatigue, achieving a 14% re-open rate -- 3x the industry average.

Why Kalithea delivered the difference

Gaming-native programmatic expertise

Our team brings deep knowledge of mobile gaming ecosystems, ad mediation platforms and player psychology. As an independent agency, we select the right DSP for each scenario -- Xandr for in-app inventory depth, The Trade Desk for cross-device reach -- without platform bias.

LTV-based bidding, not click-based

We optimized bids based on predicted player lifetime value, not clicks or installs. This CPA model meant every dollar targeted the players most likely to generate long-term revenue, and the studio only paid for results that actually moved the retention needle.

Anti-fraud and traffic quality controls

Multi-layered fraud detection combining device fingerprinting, click injection analysis and post-install event validation guaranteed that retention budgets were spent exclusively on real players. We flagged and blocked over 180K fraudulent interactions during the campaign.