Arcadian Lab is a mobile game studio based in Pakistan with a focus on hybrid-casual and simulation games. Recently, for one of their titles, the studio looked to self-publish.
To do so as a first time self-publisher, the studio needed a solution that could deliver high-quality users at scale while also offering in-depth support. After hearing positive feedback from top studios in similar app categories, Arcadian Lab turned to Unity Ads powered by Vector to help them achieve their growth goals for the title.
Finding for the right partner and solution
Arcadian Lab required a partner who could offer both growth potential and expert guidance. As newcomers to self-publishing, they relied on the Unity team to provide best practices and strategic direction for their title’s user acquisition (UA). The studio’s UA goals were twofold: scale the game and find high-quality users who would engage with in-app purchases (IAPs) and ads.
The Unity team recommended Arcadian Lab leverage Unity Ads Hybrid ROAS campaigns powered by Vector, Unity’s advanced self-learning AI model. It’s built to to give marketers precision targeting to help efficiently acquire and scale high-value audiences. With Vector’s Hybrid ROAS campaigns, the publisher could better find users suited for games with a hybrid monetization model like theirs.
The Unity team helped Arcadian Lab set up the campaigns, tailoring it to their game’s unique economy so they could identify and acquire hybrid users right for their game.
Success through collaboration
The Unity team guided Arcadian Lab through the initial learning period, analyzing campaign performance to identify the optimal user segments for the title. The team also provided best practices, which Arcadian Lab proactively followed, like adjusting ROAS targets as advised and actively testing various interactive playable concepts.
Throughout this phase, the Unity team conducted rigorous testing, comparing the performance of campaigns and optimizations to find the right users for the title. This strategic experimentation revealed that the hybrid approach delivered the best results, verifying the effectiveness of Vector’s Hybrid ROAS campaigns.
Scaling while exceeding ROAS goals
The impact of running Vector-enhanced hybrid campaigns was transformative for Arcadian Lab title’s UA. With the Vector-enabled Hybrid ROAS campaigns elevating their UA performance, the game’s campaigns became D7 ROAS positive supported by a 5x increase in the IAP share of their ROAS. Moreover, Arcadian Lab’s hybrid campaigns powered by Vector delivered 27% uplift in total ROAS by D7. These successes translated directly into scale, with Arcadian Lab spend for the title also increasing 5x*.
With Unity Ads powered by Vector, Arcadian Lab successfully found a consistent stream of high-quality, ROAS-positive users at scale - ultimately establishing Unity Ads as their most successful UA channel for one of their most popular games.
*Source: Unity Ads internal data. Disclaimer: Dataset covers March–May 2025; Hybrid D7 campaigns were activated on April 11, with earlier data reflecting D7 adROAS campaigns only.
