Supersonic boosts ROAS and expands market reach with AppsFlyer and Meta

Overview 

• Leading mobile game publishing solution Supersonic from Unity is continuously evolving its growth strategy to scale acquisition, improve monetization, and expand into high-growth markets while maintaining efficiency and profitability.
• Scaling efficiently on Meta Ads was complex due to the challenge of balancing in-app ad (IAA) and in-app purchase (IAP) monetization, especially across a broad portfolio of titles leveraging both models.
• By leveraging Meta’s Value Optimization for In-App Ads (VO IAA) and ROI360, AppsFlyer’s cost and revenue measurement solution, Supersonic refined its UA strategy to accelerate global expansion and support sustainable revenue growth.

Background

Supersonic from Unity is a leading mobile game publishing solution dedicated to helping developers grow their games through expertise in user acquisition, marketing analytics, and monetization. With over 6.2+ billion all-time installs and 190 million monthly active users, their team lives and breathes mobile gaming, leveraging data-driven strategies and AI-powered insights to help developers maximize growth and profitability. 

Challenge

Balancing hybrid monetization: IAA vs. IAP 

As CPI rates have risen across the industry, Supersonic has proactively adapted its strategy by focusing on lifetime value (LTV), retention, and hybrid monetization models that combine in-app ads (IAA) and in-app purchases (IAP). This strategic shift, designed to support long-term growth and user engagement, has positioned Supersonic at the forefront of the hybrid-casual genre.

However, optimizing both IAA and IAP revenue streams within a single campaign on Meta had become difficult. While Supersonic understood the value of segmenting users by monetization behavior, available optimization tools on Meta often skewed toward purchasers due to their higher LTV. This limited opportunities to effectively monetize non-purchasing users, who still represented valuable ad revenue potential for Supersonic. 

Scaling profitable user acquisition and expanding into new markets

As a dominant force in the competitive mobile gaming ecosystem, Supersonic is focused on expanding its portfolio and delivering successful titles to a global audience. To support this growth, the team is constantly evolving its approach to acquiring high-value users and improving monetization efficiency. Amid intensifying competition and rising CPIs, maintaining strong ROAS at scale on Meta had become more complex. As Supersonic continued expanding into high-growth regions, the team looked to further enhance performance on Meta by leveraging real-time revenue insights, distinctly separated for IAA and IAP, to better tailor optimization strategies by market. 

Solution

To continue scaling efficiently and improve monetization outcomes, Supersonic adopted Meta’s Value Optimization for In-App Ads (VO IAA) in combination with ROI360, AppsFlyer’s cost and revenue measurement solution. 

Meta’s VO IAA helps advertisers find high-value users for ad-monetized apps by optimizing toward those who generate revenue through in-app ads, rather than in-app purchases. It enables advertisers to share ad impression events (with value attached) with Meta, allowing campaigns to focus on the highest-value users as those events occur.

With AppsFlyer ROI360, Supersonic was able to feed real-time impression-level ad revenue postbacks directly into Meta’s AI-powered model, ensuring that budget allocation was driven by actual revenue rather than install-based metrics or inaccurate mapping of ad revenue to IAP optimization.

Together, these solutions helped the Supersonic team optimize ad spend and improve monetization by reaching high-value users on Meta based on real-time revenue signals. This integrated approach supported their objective of growing ad revenue without impacting IAP performance, demonstrating that hybrid monetization models can scale on Meta without cannibalizing other revenue streams. Supersonic applied this solution across its portfolio of games to support broad optimization on Meta, while tailoring strategies to drive performance by title and market. 

Optimizing ad spend and UA

A key advantage of this approach was the ability to separately optimize IAA and IAP audiences on Meta using distinct in-app events (one for ad impressions and one for purchases), which allowed Supersonic to tailor strategies to each monetization stream. By integrating real-time revenue data from AppsFlyer ROI360,  the team dynamically adjusted bidding to prioritize high-value users in each category. This enabled more precise budget allocation on Meta, especially as rising CPIs called for more efficient spend strategies.

Unlocking growth in new markets

Supersonic also applied this approach to drive growth in high-potential markets, particularly those where ad monetization plays a critical role due to lower IAP engagement. With cost and revenue insights from AppsFlyer ROI360, paired with Meta’s optimization capabilities, the team was able to confidently scale ad spend with minimal risk. 

The ability to optimize separately for IAA and IAP on Meta has been a game-changer, allowing us to fine-tune our strategy for each segment and reach the highest-value users. This not only improved campaign performance but also helped us unlock new revenue opportunities across different regions and scale efficiently in new markets.

Olga Lukashevich, Social UA Team Lead, Supersonic from Unity

Results

By integrating Meta’s VO IAA with real-time revenue insights from AppsFlyer ROI360, Supersonic strengthened its monetization strategy on Meta Ads, improved campaign efficiency, and accelerated expansion into high-growth markets.

Within just six months, campaigns optimized with Meta VO IAA and AppsFlyer ROI360 contributed 53% of Supersonic’s total spend on Meta—a strong indicator of their impact at scale. Total revenue also grew in parallel, confirming that the strategy expanded earnings without cannibalizing existing revenue streams.

Higher ROAS and revenue efficiency

The integration between Meta VO IAA and AppsFlyer ROI360 helped Supersonic improve return on ad spend on Meta by focusing campaigns on users most likely to generate long-term value. In Merge Miners, a popular hypercasual title, VO IAA campaigns achieved a 42% increase in Day 7 ROAS compared to traditional VO campaigns. 

Scalability and install growth

The ability to grow efficiently was particularly evident in Bridge Race, one of Supersonic’s top-performing hypercasual games. VO IAA campaigns drove 4x more installs than traditional campaigns, further enhancing the team’s ability to scale user acquisition and improve performance on Meta.

Geographic expansion and market diversification 

Alongside monetization improvements, Supersonic expanded its footprint in previously underrepresented, IAA-heavy markets. This broader market reach reflects a more diversified and scalable acquisition strategy.

Meta VO IAA and AppsFlyer ROI360 didn’t just help us optimize, they also bolstered our efforts to explore new market opportunities on Meta we hadn’t prioritized before, helping us reach a broader and more diverse audience.

Olga Lukashevich, Social UA Team Lead, Supersonic from Unity

Looking ahead

Supersonic remains focused on evolving its monetization and user acquisition strategies on Meta, testing new campaign structures, and scaling performance across its portfolio. With a strong focus on continuous innovation, Supersonic is well-positioned to drive sustained growth, expand its global footprint, and push the boundaries of performance marketing in the dynamic mobile gaming landscape, supported by solutions from partners like AppsFlyer and Meta.

Collaborating with AppsFlyer and Meta has supported how we scale performance on Meta Ads and continue to evolve our growth strategy. Their solutions help us connect data to decisions and identify new opportunities to drive long-term value across our portfolio.

Olga Lukashevich, Social UA Team Lead, Supersonic from Unity

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