Leading game publisher Mattel163 partnered with rewarded marketing platform Gamelight to drive exceptional growth for its popular mobile card games, UNO and Phase 10. Through its cutting-edge rewarded UA strategies, Gamelight successfully promoted these titles across key geographies, including the US, Japan, UK, Germany, and France, on both Android and iOS.
This case study focuses on Phase 10’s impressive success with Gamelight. Mattel163’s objective was to scale efficiently in key regions while ensuring sustained profitability, long-term growth, and engaged players.
The campaign and results
Using its AI-driven rewarded UA platform, Gamelight leveraged deep user insights — including behavioral patterns, gaming history, and demographic data — to identify high-value users and drive exceptional campaign performance. Gamelight’s targeted approach resulted in significant ROAS growth across all regions, ensuring profitability while maintaining cost efficiency.
Performance by region
- Europe (UK, DE, FR): Exceeded expectations by surpassing D7 ROAS targets by 151%, ensuring long-term profitability.
- Japan: Doubled ROAS from D7 to D30, delivering sustained growth and efficiency.
- United States: Achieved 284% ROAS growth from D7 to D30, showcasing strong scaling potential with highly engaged users.
Given these results, Mattel163 recognized Gamelight as a key driver of success:
“This is a highly valuable and premium advertising channel, offering precise and high-quality traffic. It demonstrates outstanding performance in terms of cost recovery and overall data results, especially in core regions of Europe outside the US. The professional cooperation and service from the channel make it highly promising for long-term collaboration!”
Leon Zhou, UA Team Leader, Mattel163
Industry recognition
Gamelight’s continued success is validated by its rankings in the AppsFlyer Performance Index, where it holds a Top 2 position for Casual titles in Western Europe, Japan & Korea, among other regions. Additionally, Gamelight has also been recognized in the latest AppsFlyer Performance Index as the Top 1 rewarded UA source globally across all genres, solidifying its leadership in mobile game marketing.
AppsFlyer Performance Index
Source: AppsFlyer
Conclusion
Mattel163’s partnership with Gamelight has delivered exceptional ROAS growth, doubling and tripling performance across key markets, with up to 284% ROAS growth in the US. This collaboration highlights Gamelight’s ability to scale efficiently, ensuring long-term success and profitability for top mobile gaming brands.
As the #1 rewarded UA platform, Gamelight continues to empower game publishers with data-driven insights, AI-powered targeting, and highly engaged users.
Want to achieve similar results? Explore the Gamelight dashboard and its unique features here. For inquiries, reach out to partners@gamelight.io.
