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Real-money Gaming

Pocket52

One of India's fastest 1M-download gaming apps — CAC cut, LTV lifted and organic ranking improved.

Yearly Budget ₹3 Cr
App MarketingASOCRM & Retention
45%
CAC reduction
20%
Organic installs lift
18%
LTV improvement

Challenges

  • Pocket52 was unable to reduce CAC despite scaling spend.
  • Player LTV needed improvement and ASO was untapped.

Strategy & execution

  • Top-down approach: segmented channel revenue share across the media mix.
  • Scored channels on QoQ growth, LTV, ARPU and CAC — identified low-growth, high-CAC channels.
  • Optimised Google BOF campaigns with better creatives — 3% CAC reduction.
  • Revamped affiliate marketing framework, paused unprofitable affiliates, scaled high-value ones.
  • Rebuilt FB targeting with LTV-based audiences — scaled profitably with CAC under 17%.
  • Built rich media images, revamped description, on-page + off-page ASO — overall CAC down 45%.
  • RFM analysis and CRM nudges lifted LTV 18%; in-app offers for loyalty customers lifted ARPU 7%.
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