How Kohort helped TapNation confidently push UA spend to increase revenue by 15%

TapNation acquired Wordling to expand into hybrid-casual gaming. Kohort helped them build a structured UA framework that aligned investment with sustainable growth and profitability targets.

15% monthly revenue increase

TapNation acquired Wordling to expand into hybrid-casual gaming — part of their continued focus on the acquisition and hybrid acquisition-publishing of casual and hybrid-casual games.

While TapNation have a strong track record in hyper-casual UA, their existing models focused on rapid payback cycles—often within days. Scaling hybrid-casual required a longer-term approach to forecasting user value and optimising spend allocation.

TapNation needed a structured UA framework that aligned investment with sustainable growth and profitability targets.

Key Contributions

Real-time LTV predictions & scenario planning

Kohort introduced real-time LTV predictions, allowing TapNation to track cohort performance beyond the short payback windows of hyper-casual models. Scenario planning simulated multiple payback periods (6 to 12 months), validating 6 months as the most profitable threshold for scaling UA while maintaining ROI.

Data-driven UA strategy

Kohort helped define clear early ROAS targets and LTV benchmarks, ensuring that UA budgets were optimised based on long-term value rather than short-term returns. By embedding structured forecasting models into TapNation's UA strategy, Kohort helped shift decision-making from reactive adjustments to proactive budget allocation.

Paid & organic growth integration

Kohort quantified the impact of paid acquisition on organic performance, ensuring TapNation had a more holistic view of blended ROAS. By refining how TapNation tracked and projected overall revenue impact, Kohort helped improve confidence in UA investment across different channels.

Faster testing & optimisation

Kohort's platform enabled TapNation to iterate on UA strategies quickly, reallocating budgets based on real-time performance data. Within weeks of ingesting data, Kohort delivered actionable insights, reducing time-to-validation and accelerating growth.

Key Results

• Marketing spend nearly doubled with a clear UA roadmap
• 15% increase in monthly revenue from optimised spend allocation
• Stable ROAS targets, reducing variance around Day 180 payback models
• Validated 6-month payback period as the optimal profitability window
• Shortened time-to-validation from months to real-time insights
• Transitioned from static to adaptive UA budgeting for sustainable scaling

Scaling UA with Confidence

Kohort's structured, data-driven approach provided TapNation with the clarity needed to scale spend while maintaining profitability. By introducing real-time LTV forecasting, structured budget allocation, and a refined view of blended ROAS, Kohort helped TapNation confidently transition to longer payback models without sacrificing growth.