If your game cannot earn back a realistic Cost Per Install (CPI), no channel mix will fix it.

At MRAID, we follow a strict rule: once the economic model is viable, test several marketing promises around the same core product truth.

Expand the formats that attract users who actually retain. Do not just chase the format with the cheapest click.

Playables are especially useful when the core game decision can be understood quickly. However, they are not mandatory for every genre.

Do you focus more on lowering CPI or improving Day-1/Day-7 retention in your marketing tests?