MATTEL163 × 1ORBIT
Phase 10: Casual Card Game
Mattel163 partnered with 1Orbit to acquire high-quality players for Phase 10 through a non-intrusive Rewarded User Acquisition campaign, focusing on post-install engagement, retention and long-term ROAS.
103%
D30 ROAS
121%
D45 ROAS
42.8K+
Players Acquired
About
Mattel163 is a mobile game developer and publisher formed as a joint venture between Mattel and NetEase, with a portfolio built around globally recognized Mattel brands and original mobile gaming experiences.
Challenge
For an established casual title like Phase 10, the objective was not simply to increase install volume. The campaign needed to acquire users who would continue playing, engage with the game and generate value over time. The acquisition strategy therefore had to balance sustainable CPI with retention, monetization and ROAS.
Solution
1Orbit's in-house growth team ran a dedicated Rewarded User Acquisition campaign tailored to Phase 10's audience and lifecycle stage.
- Built a rewarded acquisition strategy focused on US Android users and voluntary offer engagement.
- Optimized beyond installs using post-install signals including engagement, retention and IAP activity.
- Monitored cohort performance at D7, D14, D30 and D45 to understand how user value developed over time.
- Refined traffic allocation toward sources and placements generating stronger downstream performance.
Results
Across the campaign, the illustrative cohort profile delivered a D30 ROAS of 103%, continuing to improve to 121% by D45. The campaign acquired 42,800+ players, while D30 retention reached 14.8%.
Outcome
The campaign demonstrates the role rewarded acquisition can play for a mature casual/card title when success is measured beyond the install. By combining rewarded engagement with post-install optimization, 1Orbit's approach focused on acquiring users who could contribute to engagement, retention and long-term monetization.
