Introduction
Rooster Games is a global mobile game studio known for developing high-quality, engaging titles across multiple genres. With millions of downloads across the Middle East & North Africa, Turkey, India, and Southeast Asia, the studio has built a strong reputation for delivering polished, competitive gameplay experiences that attract a loyal player base spanning casual to core gamers.
One of their standout successes is Offroad League Online, a competitive racing title that has built a strong community of players and continues to scale across key markets. As the studio grows, Rooster Games relies heavily on data-driven performance marketing to fuel expansion and maintain the strong international traction their games have achieved.
Overview
Rooster Games faced three major roadblocks to optimizing their growth: fragmented channel data, limited visibility into post-install behavior, and time-consuming manual reporting. These gaps made it difficult to understand which campaigns brought in high-value players or how users moved through key in-game milestones.
However, Airbridge solved these by consolidating all of Rooster Games’ acquisition data into one dashboard, giving them clear visibility into installs, SKAN, ROAS, and costs. With unified funnel and cohort insights, the team quickly identified high-LTV channels and optimized the player journey, leading to stronger retention and campaign efficiency.
Challenges
Fragmented data across multiple ad channels
Running campaigns on Meta, Google, TikTok, and regional ad networks created reporting silos. Each platform claimed attribution independently, leading to overlapping data, inconsistent ROI figures, and wasted ad spend. Rooster Games lacked a single source of truth for campaign performance.
Limited visibility into the player funnel
The team couldn’t clearly see how users progressed after install, from onboarding to first purchase, thus making it difficult to identify drop-off points and optimize game design for retention and monetization.
Manual reporting and poor cohort insights
Aggregating data from multiple dashboards and spreadsheets consumed hours each week. Without automated cohort analysis, the marketing team couldn’t distinguish high-value players from casual ones or measure lifetime value accurately.
To overcome these challenges, Rooster Games turned to Airbridge’s cross-platform measurement suite.
Solutions
Unified cross-channel attribution with Airbridge’s dashboard
Using Airbridge ID, the team could trace device ID and user-level actions accurately, eliminating duplicate claims and providing a single source of truth for ROI and LTV.
Rooster Games also leveraged this unified Airbridge dashboard to monitor ROAS cohorts, track SKAN installs, and centralize cost data from multiple ad networks. The platform allows them to quickly identify top-performing channels and creatives based on retention and revenue outcomes.
“We achieved better cost accuracy, improved cost-to-revenue alignment, and stronger consistency between SKAN and non-SKAN data. These enhancements allowed us to make more reliable decisions in budget optimization and channel performance analysis.” – Batuhan Demir, Product Manager of Rooster Games
Once attribution and cost visibility were unified, Rooster Games moved deeper into understanding player behavior inside the app.
Custom funnel tracking and post-install event analysis
The Airbridge SDK, which was integrated seamlessly in advance, automatically logged standard and custom events to enable granular tracking of in-game and in-app events without manual tagging.
After that, with Airbridge’s Funnel Report, Rooster Games built a visual map of player progression, from install, onboarding, and tutorial completion to first purchase and repeat engagement.
By defining custom funnel stages, from mini-game creation to purchase actions and daily reward claims, Rooster Games pinpointed exactly where users dropped off. This allowed them to refine creative messaging and in-game monetization strategies while staying compliant with Apple’s ATT and Google’s Privacy Sandbox.
With the full player journey mapped, the next step was understanding the long-term value of those users.
Automated Revenue Report and Cohort Analysis
Airbridge’s Revenue Report and Cohort Analysis provided time-based insights into retention and monetization. Each cohort was grouped by a shared “Start Event” (e.g., tutorial completion) and tracked across “Return Events” and “Revenue Events” over time.
These tools revealed not only how long users stayed engaged, but also how much revenue they generated on specific days (e.g., Day 3, Day 7, Day 30 cumulative ROAS) and their LTV or predictive LTV. This insight helped Rooster Games prioritize ad creatives that brought in users with the highest long-term LTV, not just early engagement spikes.
“Using Airbridge’s cohort analysis, we identified that Google Ads campaigns were driving strong early engagement but lower long-term retention. Based on this insight, we refined our creatives and onboarding flow, which led to a noticeable improvement in D7 retention and ROAS.” – Batuhan Demir, Product Manager of Rooster Games
Results
By centralizing all acquisition data, clarifying the full post-install journey, and automating cohort-level insights, Airbridge turned fragmented reporting into an actionable growth engine, becoming a core part of Rooster Games’ UA and analytics workflow. With this, the team unlocked measurable improvements across their core KPIs, including a 5% lift in D7 retention, 15% ROAS uplift, and 30% CPI improvement.
Airbridge ultimately empowered Rooster Games to scale their performance marketing with precision, as they plan to expand into performance networks to further diversify their acquisition sources and optimize cross-network performance.
