FunPlus Casual Games: Scaled User Acquisition in Latin America

Latin America has a large user base and fragmented purchasing power, requiring rapid scale while keeping CPI under control.

Concentrated traffic pools, intense bidding and fast creative fatigue made stable scale difficult.

• A single creative lasted less than seven days
• Install volume had to be balanced with retention quality
• Multi-country currencies and compliant settlement added complexity

Weekly industrialized creative iteration was paired with smart bidding and country-level budget allocation.

• Produced 40+ testable creatives every week
• Set target CPI and retention thresholds by country
• Used multi-currency top-ups to protect funding efficiency

Daily peak installs surpassed 12,000, CPI fell by 35% and seven-day retention stayed above target.