Boosting rewarded ad views and retention with a new meta

Last year, following a significant rework, Jelly Run 2048 by Goolny Games studio achieved good results. To provide some context, the initial prototype displayed marginal metrics in the USA, including retention rates (R1 34%, R7 5.9%), a high CPI ($0.78), and short playtime (3 minutes). These figures made it challenging for previous publishers to scale the project. Nonetheless, we saw potential in the game and opted to enhance it through several iterations. In the first half of 2022, our efforts focused on expanding content, refining level design, adding new mechanics, introducing new obstacles, and incorporating visual elements that didn’t alter gameplay.

These improvements allowed the project to become profitable, paving the way for further expansion through new features, bonus levels, animations, events, and various metas. Although not every meta experiment succeeded, one particular mechanic significantly boosted nearly all metrics, in some cases doubling them. Today, we’re going to talk about it.