The Challenge: Scaling high-quality UA for casual puzzle titles across new geos while consistently hitting KPIs.
The results:
Based in Dubai, Funvent is a fast-growing mobile gaming studio specializing in casual and puzzle titles, reaching 300 million players worldwide and 27 million monthly active users.* To diversify beyond traditional channels and level up their UA, Funvent chose Aura’s on-device solution for its transparency, premium OEM inventory, and unique ability to engage users at device activation.
In Q1 2025, Funvent began working with Aura, launching a deliberate, low-scale campaign for their puzzle title, Tildom. The team started with a manual campaign in order to deeply understand traffic quality and costs before scaling. Aura began by activating campaigns in strategic markets where they could experiment and optimize budgets.
As early results came in, Funvent saw something compelling: even at modest scale, campaigns were consistently hitting their ROAS KPIs. This validated the potential of Aura as a strong acquisition channel and set the stage for more aggressive growth.
“Aura stood out from our first tests. Strong user quality, clear transparency, and early ROAS wins showed it was a channel we could scale.”
– Kiran Babu, CEO at Funvent
With a strong foundation in place, the focus shifted in Q2 and Q3 from validation to aggressive scaling with Aura’s ROAS Optimizer. The ROAS Optimizer allowed Funvent to continuously scale their campaign across the best-performing audiences and touchpoints and react quickly to performance signals without manual bid changes.
At the same time, Funvent adopted Aura’s Game Spotlight placements, which were purpose-built for gaming discovery. When users onboard a new device, they are asked if they would like to join Game Spotlight, where they can choose the types of games they’re interested in. From there, they see new recommended games weekly, creating a highly relevant and engaged environment for puzzle games.
This combination of ROAS Optimizer and the Game Spotlight helped Funvent attract high-intent players who were actively looking for new games, while ensuring the campaigns were constantly optimized toward ROAS goals.
“Aura’s ROAS Optimizer and Game Spotlight let us scale efficiently by focusing spend on what worked and reaching the right users.”
– Kiran Babu, CEO at Funvent
By Q2–Q3, the strategy’s impact was clear: Funvent scaled aggressively while improving performance. Starting with controlled geo tests for their title, Tildom, they expanded into new regions as ROAS targets were met. Encouraged by this success, Funvent onboarded an additional title, Tilepark, using the same test-and-scale approach, rolling it out to additional markets after strong results. The outcome was a profitable, multi-title, multi-geo growth strategy powered by Aura.
“Aura helped us move from one title in a few markets to multiple titles across many geos, while still hitting the ROAS targets that matter most to our business.”
– Kiran Babu, CEO at Funvent
By working with Aura, Funvent increased D7 ROAS by 30% from Q2 to Q3 while scaling spend 19× over the same period**. What began as a strategic campaign in select geos expanded into broader coverage across key global markets, and growth moved from a single title, Tildom, to an additional title, Tilepark. Supported by Aura’s ROAS Optimizer and Game Spotlight, Funvent built a scalable, performance-driven UA strategy.
Looking ahead, Funvent plans to continue deepening their collaboration with Aura: expanding to additional geos, and further leveraging ROAS Optimizer and the Game Spotlight to sustain profitable, scalable growth.
*Source: Funvent homepage, https://funvent.cc/, 2025
**Source: Internal Unity Data, based on Funvent campaigns. D7 ROAS growth measured January 2025-September 2025.
