ORCA Ads · Mobile gaming
ORCA Ads is a mobile DSP for global gaming advertisers and media-buying teams. We connect incremental inventory in independent apps and games worldwide, predict player value on every ad request, and complete the bid in milliseconds. More of the budget goes to people more likely to retain, pay, or contribute ad revenue.
01 · The Growth Challenge
Gaming growth depends on whether players later progress, pay, and stay. Buy installs at the lowest cost, and spend easily lands on people who churn quickly. What actually supports a game is often a small set of high-value players, plus the active users monetized through ads. ORCA scores every ad request by predicted player value, so acquisition aims at people who will contribute.
02 · How ORCA supports gaming growth
Score every ad opportunity by predicted player value. In-app purchase revenue, ad revenue, or both in a hybrid-monetization game, can enter the bid. The system compares, across a massive volume of requests, who is more likely to stay and contribute, then completes the bid in real time.
Optimize events live teams already track: tutorial complete, level or chapter milestones, first purchase, session count. The target event decides how the system scores every request. New games can start with earlier progress events; mature games can aim optimization at purchases.
Bring sleeping players back for a season, event, or update. Trigger remarketing campaigns against the inactivity window you set, so budget aims at people more likely to return and keep contributing.
Hybrid-monetization games can send both in-app purchase and ad revenue back as outcome signals. Acquisition optimizes total player value. Monetization contribution from non-payers also enters the next bid.
When entering a new market, make campaign judgments on that market's own conversion and value signals. Launches, season events, and cross-market expansion can all rest on the same acquisition, remarketing, and ROAS logic.
04 · Business Outcomes
Put budget toward players more likely to progress, retain, and complete key actions. Bids aim at user value; the install is only a step on the funnel.
Optimize toward in-app purchase revenue, ad revenue, or mixed value. Spend concentrates on requests more likely to return value, and ROAS becomes a goal campaigns can keep aligning to.
Players who do not pay can still contribute ad monetization. Once that revenue signal enters value prediction, acquisition no longer orbits only around payers.
New-game launches, live-ops moments, and new-market campaigns can all adjust budget and goals on actual conversion signals. Expansion rests on the read.
05 · Customer Proof
A hybrid-casual studio had been buying on install cost. High-volume, low-value players took most of the spend, and an ad-revenue-led game also struggled to send monetization signals back into acquisition. Campaigns switched to bidding on predicted player value, putting in-app purchases and ad revenue into the same judgment. Players who watched rewarded video often, and players who paid directly, both entered the auction.
"Payers and ad-monetized users used to be two logics. After they were composed into one value signal, acquisition finally bought against the whole player contribution." — Head of User Acquisition
A mid-core RPG studio used season events for remarketing, then sent return and purchase signals back into acquisition. Inactivity windows triggered campaigns ahead of a new season, and the media-buying team used the same event data to decide which markets to increase next. Live-ops and UA started making decisions around the same player-value signals.
"Live-ops and UA used to be two meetings and two spreadsheets. Now season signals tell acquisition where to put budget, and cross-market campaigns follow that loop." — Director of Growth
Next step
Prefer email?business@orcamobile.net
