Epic Games × AYMI

Epic came to AYMI with a unit-economics problem dressed up as a creative one. UA spend was efficient at the top of the funnel — installs were cheap and plentiful — but in-game monetization had plateaued. Players were arriving, sampling, and bouncing before the first purchase moment.

The internal team had iterated on creative for nine months. The problem wasn't creative quality; it was creative-to-cohort fit. We were brought in to rebuild the funnel from media-mix to in-game moment — not to make more ads.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Cohort analysis across 14 player segments; mapped purchase-trigger moments by playtime quartile to find the real conversion windows.

2. Step 02Strategy

   Re-architected spend allocation: pulled 35% out of broad UA, redirected to mid-funnel re-engagement and tutorial-completion remarketing.

3. Step 03Creative

   Built 60+ asset variants tied to four player archetypes; tested gameplay-cutdowns against UGC-style and character-driven angles.

4. Step 04Launch

   Rolled out across Meta, TikTok, programmatic, and in-app networks. Instrumented post-install events with deterministic IDs for clean cohort attribution.

5. Step 05Optimize

   Weekly cohort reviews; killed two archetypes by week three; doubled budget on the two that compounded. The cadence is still live.

Inside the campaign window, in-game purchases lifted 1,600% — driven not by more players, but by better-matched players hitting the right monetization moments. Signups climbed 520% as the new creative system attracted higher-intent installs. D30 retention lifted 78%. CPA on paid UA dropped 41% even as spend scaled, because the cohorts we were buying were converting at materially higher rates.

Player LTV — the metric Epic cared about most — climbed 3.4×. The system has run continuously since launch, with Optimize cadence baked in as a weekly ritual.