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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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

The team at Kohort have been amazing, as they have a very strong LTV projection model. Having them on board helped reassure our finance team, as well as our CEO and CFO, on how much we can invest today, knowing we’ll still be profitable with those users while increasing our spend.

Vincent Février

CMO at TapNation

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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