Top Troops Case Study Reveals Global UA Secrets

This analysis examines the global launch and user acquisition (UA) strategy of Top Troops, an adventure RPG developed by Socialpoint and published under Zynga. The core thesis suggests that while the game successfully diversifies its UA channels, its reliance on merge-mechanic creatives may be driving prohibitively high costs per install (CPI). By analyzing the game’s transition from a two-year soft launch to its October 2023 global release, the study highlights the challenges of scaling a mid-core title in a competitive market.

Key findings indicate that Top Troops reached approximately 300,000 installs and $1 million in total revenue within its first two weeks of global launch. Financial estimates suggest a revenue split of roughly $800,000 from in-app purchases and 20-25% from advertising. Geographically, the United States and South Korea are identified as primary markets. The UA channel mix is notably diverse, led by Google—specifically YouTube placements—followed by TikTok Spark Ads and Facebook. Notably, the use of Chartboost mediation, due to Zynga’s ownership, appears to limit the initial scale on competing networks like Applovin.

The methodology relies on market intelligence tools and comparative analysis against similar titles like Battle Legion. A critical observation is made regarding the "Merge" genre's high CPIs, which can exceed $40-$50 in the US for optimized campaigns. The analysis concludes that Top Troops could decrease these costs by shifting creative focus away from merge mechanics toward battle-centric gameplay. Furthermore, while the team utilizes "fake" or narrative-driven ads inspired by competitors like Top War, the lack of corresponding onboarding experiences or custom product pages may hinder conversion efficiency. The study recommends aggressive implementation of playable ads and weekly creative refreshes to maintain healthy campaign scaling.