Mastering LTV: Deconstruction of TapNation AB test process
summary
TapNation describes a workflow that runs quick CPI tests on TikTok-first CPI tests aiming for ≤ $0.40, implements experiments via a Unity SDK into an in-house A/B platform that sets cohorts live and can route 100% traffic to winners. Concrete wins: Giant Rush scales to 95M downloads and ~$12M in six months while day0 LTV climbs from $0.31 to $0.59 and day30 from $0.61 to $1.20 after 5–6 months of A/B work. Specific lifts include moving gauge +40% rewarded impressions, wall slow‑mo +4% D1, boss level +2% D1 +4% D3, and in‑game audio/placements adding ~4–5% revenue. Cohorts target ~1,000 users (min ~200).
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chapters (10)
- 0:00Start
- 1:10The Test Process of Hyper Casual Games
- 1:35Prototyping Phase
- 2:10Cpi Test
- 4:31Final Test
- 5:08Publish Phase
- 10:30Camera Control
- 14:40Test the Integration of New Ad Networks
- 17:30Audio Ads
- 18:12Ad Frequency
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