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

15%

monthly revenue increase

Number of employees

50-200

Used by

Marketing, C-Suite

Headquarters

France

Industry

Mobile Games

Use cases

User Acquisition – Using LTV predictions to inform and guide spend and bid optimisation
Transitioning to longer payback periods – Testing and validating extended monetisation windows to scale spend with confidence
Profitability tracking across paid & organic growth – Refining blended ROAS calculations to quantify the impact of UA on total revenue

Snapshot

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 period (6 to 12 months), validating 6 months as the most profitable threshold for scaling UA while maintaining ROI.
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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.
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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.
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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.

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Re-balancing current UA Spend has led to a 13% increase in ROAS

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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.

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