By identifying untapped opportunities, Kohort helped 52 Entertainment achieve a 13% lift in ROAS

52 Entertainment, the global evergreen games leader, partnered with Kohort to optimise UA across their gaming portfolio — achieving a 13% increase in ROAS in just 4 weeks and a 3.5x improvement in campaign efficiency.

13% increase in ROAS in just 4 weeks · 3.5x improvement in campaign efficiency

52 Entertainment, the global evergreen games leader, partnered with Kohort to optimise UA across their gaming portfolio. Having previously worked together on a due diligence exercise, 52 Entertainment sought Kohort's expertise to refine their UA strategy, improve spend efficiency, and scale high-performing campaigns.

The Problem

80% of campaigns failed to reach ROAS targets, and these campaigns only delivered 75% ROAS, leading to $6m a year of unprofitable UA Spend.

The first priority for the 52 Entertainment team was to understand what % of their UA spend was not meeting their ROAS targets, and if there was any opportunity to increase revenue from within their current UA spend portfolio.

By using Kohort's platform, the 52 Entertainment team were presented with a breakdown of their current UA spend portfolio. The team could see their UA spend portfolio broken down by segment, so they could easily identify networks and campaigns which failed to reach their ROAS target.

Examples of Inefficiency

1. The UA team were spending on D7 campaigns under the assumption it was performing in a similar way to Google based on extrapolated performance curves. Once plugged into Kohort, they were able to see the extent of the inefficiency by looking at their true predicted gross margin. This gave the team confidence to pull back spend on the D7 campaigns to a breakeven level.

2. Using Kohort's prediction engine, 52 Entertainment's true projected D730 gross margin was analysed, revealing that some campaigns were materially unprofitable over a two-year period. Spending adjustments would therefore be necessary to ensure campaigns met long-term profitability targets.

Re-balancing UA Spend

Re-balancing current UA Spend has led to a 13% increase in ROAS. Key steps included:

• Reducing loss-making expenditure by reallocating budgets within the existing UA portfolio
• Giving confidence to scale high-performing campaigns where additional spend drove measurable revenue growth
• Using segment-level predictive analytics to monitor future revenue potential, ensuring long-term profitability

Key Results

• +13% Increase in ROAS in just 4 weeks: Achieved through waste elimination and strategic budget reallocation.
• 3.5x Improvement in campaign efficiency: Increased the percentage of campaigns hitting D730 ROAS goals from 20% to 70%.
• Significant revenue growth at minimal additional cost: Revenue increased substantially with only a marginal increase in UA spend, driving higher gross margins.