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How Digidarts Cracked User Acquisition for Zupee Through Smart Optimization

About the Client

Background

Zupee is one of India’s fastest-growing online gaming companies, holding a 95% market share in the casual & board game segment. The platform offers "games of skill," where success is determined by a player's knowledge, experience, and strategic thinking.
To further expand its user base, Zupee partnered with Digidarts to enhance user acquisition while ensuring an efficient cost structure.

Objective

Drive high-quality user sign-ups from key focus states.
Maintain strong conversion rates while ensuring sustainable campaign performance.

Challenge

After capturing 95% market share, the greatest challenge for the client was retention.

Our Approach

To drive high-quality user sign-ups, we focused on targeting users most likely to engage with Zupee’s gaming platform:
Casual & Board Game Enthusiasts: Users who actively engage with skill-based games.
Competitive Gamers: Individuals looking for real-money gaming experiences.
Regional Targeting: Prioritized core states where user engagement and retention were historically strong.
By refining the audience segmentation, we ensured our campaigns reached users with a higher likelihood of conversion.

To ensure cost efficiency and high retention rates, we implemented:
Creative & Messaging Testing: Experimented with multiple ad formats to identify the most engaging creatives.
Click-to-Install Optimization: Focused on maintaining a Click-to-Install rate above 0.1% while improving downstream metrics like registrations and first-time deposits (FTD).
These ongoing micro-optimizations allowed us to maximize performance within the inventory constraints.

To increase scale while maintaining efficiency, we tested multiple ad inventories across:
Affiliate Networks: Partnered with high-quality affiliates to drive installs while ensuring compliance.
OEM Apps: Leveraged direct placements on device manufacturer platforms to capture high-intent users.
Direct Apps: Targeted gaming and entertainment apps where users are more likely to engage.
Programmatic (DSPs): Used demand-side platforms to refine targeting based on user behavior, interests, and gaming activity.
By combining multiple inventories with continuous monitoring, we ensured the right users saw the right ads, driving both installs and high-value registrations.