Lucky Defense had already established a substantial user base in the Korean market. As the game approached its first and second anniversaries, the focus shifted beyond new user acquisition to re-engaging previously high-spending users and converting their return into revenue. As growth became difficult to sustain through new user acquisition alone, reactivating proven high-value users emerged as a key priority for driving stable revenue growth.

Building on its long-term partnership with Moloco, 111Percent leveraged Moloco’s re-engagement (RE) campaigns as a core solution from its first anniversary through its second anniversary promotion, continuously testing and refining a range of strategies.

1. Always-on campaigns with seasonal budget scaling

111Percent launched its RE campaigns during the game's first anniversary promotion and gradually expanded to the second anniversary campaign based on consistent performance. Stable results were maintained through always-on RE campaigns throughout the year, while budgets were significantly increased during seasonal events such as anniversary promotions and major updates to maximize returning user volume. This approach enabled sustained performance while unlocking additional revenue opportunities during key promotional periods.

2. Optimizing Inactivity Windows and Diversifying Campaign Strategies

Performance improved significantly after shortening the inactivity window used to define re-engagement audiences from 30 days to 7 days. Re-engaging users whose activity had recently declined proved more effective than targeting users who had been inactive for extended periods.

Campaigns were also diversified across multiple objectives. ROAS campaigns maximized advertising returns and CPA campaigns drove purchase conversions. This approach enabled more effective reactivation of high-value users.

3. Maximizing Performance on iOS leveraging 111Percent’s 1P data 

Stable performance was maintained on iOS leveraging 111Percent's first-party data accumulated through a long-term partnership with Moloco.Moloco's AI identified high-value users with strong purchase intent, helping maximize campaign efficiency even in data-constrained environments.

4. Leveraging Premium Inventory for Korean Audiences

Premium local inventory, including Kakao, helped expand reach while maintaining ad quality. Building on strong performance from user acquisition campaigns, the same placements were leveraged for re-engagement campaigns to reach users at the right moments.

This approach minimized ad fatigue, encouraged natural user return, and supported stable performance throughout more than a year of campaign operation.