Nightmare Puzzles: $0.1 CPA on TikTok Mini Games
Falcon Game Studio – OneSoft launched its puzzle game Nightmare Puzzles: The Unknown on TikTok Mini Games and achieved a 10% CTR, a $0.1 CPA (Active) and a Day 0 ad revenue ROAS of 100% or more, with campaigns run by Ecomdy Global Gaming, the gaming and app division of Ecomdy Media.
10%
CTR
100%
achieved Smart+ Target D0 ROAS bid
$0.1
CPA
Who is Falcon Game Studio and what is Nightmare Puzzles?
Falcon Game Studio – OneSoft is a fast-growing mobile game developer with more than 500 launched titles and over 3 billion downloads. Falcon Game Studio monetizes many of its games through in-app advertising (IAA).
Nightmare Puzzles: The Unknown is Falcon Game Studio’s atmospheric puzzle game. Nightmare Puzzles combines puzzle-solving, mystery and dark, immersive storytelling. With short, easy-to-understand levels and many natural ad moments, Nightmare Puzzles was a strong fit for TikTok Mini Games.
Game detail | Information |
|---|---|
Developer | Falcon Game Studio – OneSoft |
Game | Nightmare Puzzles: The Unknown |
Genre | Puzzle |
Markets | US and rest of world (ROW) |
Monetization model | In-app advertising (IAA) |
Platform | TikTok Mini Games |
2. What was the goal of the Nightmare Puzzles campaign?
Falcon Game Studio used TikTok Mini Games for more than player acquisition. The main goal was to measure and optimize Day 0 ad revenue ROAS, meaning the ad revenue a new player generates on their first day compared with the cost of acquiring that player, from the very start of the campaign.
How did Ecomdy Global Gaming optimize Nightmare Puzzles for ad revenue?
With support from the TikTok Gaming & Apps team, Ecomdy Global Gaming ran the Nightmare Puzzles campaign using three TikTok solutions focused on revenue, not just installs.
TikTok Growth Max: Mini Games
Ecomdy Global Gaming used TikTok Growth Max: Mini Games to use on-platform player behavior signals, drive immediate in-app advertising revenue, and optimize toward revenue goals.
Value-Based Optimization for ad revenue
Ecomdy Global Gaming added Value-Based Optimization – Ad Revenue so TikTok’s system prioritized players likely to generate higher ad revenue, instead of focusing only on install volume or basic activation.
Day 0 Highest Value and Target ROAS bidding
Ecomdy Global Gaming combined Day 0 Highest Value and Target ROAS bidding to reach players who create the most value on their first day while keeping ROAS on target.
TikTok solution | Role in the campaign |
|---|---|
TikTok Growth Max: Mini Games | Uses on-platform behavior signals to drive in-app ad revenue |
Value-Based Optimization – Ad Revenue | Prioritizes players likely to generate higher ad revenue |
Day 0 Highest Value & Target ROAS Bidding | Targets players with the highest first-day value while meeting ROAS goals |
How did Nightmare Puzzles balance ad revenue and player experience?
Falcon Game Studio designed the monetization of Nightmare Puzzles to earn ad revenue without hurting gameplay:
Ad format | How Nightmare Puzzles uses it | Benefit |
|---|---|---|
Rewarded Ads | Players watch an ad to get hints, extra lives or bonus levels | Helps players progress while supporting monetization |
Interstitial Ads | Shown only after a player completes a level | Earns ad revenue with minimal gameplay disruption |
What results did Nightmare Puzzles achieve on TikTok Mini Games?
Metric | Result |
|---|---|
CTR | 10% |
CPA (Active) | $0.1 |
Smart+ Target D0 ROAS bid | 100% achieved |
Day 0 Ads Revenue ROAS | ≥100% (KPI met) |
Nightmare Puzzles reached a 10% CTR and a $0.1 cost per active player on TikTok Mini Games, while meeting its Day 0 ad revenue ROAS target of 100% or more.
What can IAA game studios learn from Nightmare Puzzles?
TikTok Mini Games works for IAA games. Games with short, simple gameplay and natural ad moments, like Nightmare Puzzles, can grow revenue on TikTok Mini Games.
Optimize for revenue, not just installs. Value-Based Optimization and Target ROAS bidding helped Nightmare Puzzles reach players who generate real ad revenue from Day 0.
Good ad design protects the player experience. Rewarded Ads that help players and Interstitial Ads shown only after a level let Falcon Game Studio monetize without frustrating players.
Want to grow your IAA game on TikTok Mini Games?
Ecomdy Global Gaming would like to thank Falcon Game Studio – OneSoft and the TikTok Gaming & Apps team for their trust and partnership. Ecomdy Global Gaming helps game studios launch and optimize TikTok Mini Games campaigns for real revenue, from player acquisition to Day 0 ROAS. Explore our game and app services.
