Sparks Info Increased ROI by 30% with XMP Through Smarter UA Operations

Sparks Info: Rapid Global Growth Meets Rising Pressure on UA Efficiency

Sparks Info is a Singapore-based mobile game studio focused on casual games, with flagship titles such as Hunting Sniper gaining strong traction in global markets and achieving rapid growth since its launch, delivering a year-over-year revenue increase of over 290% and ranking among the global top 10 shooting mobile games.

Despite these achievements, as competition in the casual gaming market intensified and UA channels became increasingly saturated, Sparks Info faced growing pressure to optimize traffic and improve creative performance and advertising efficiency.

What Worked Early No Longer Scaled Across Channels

Fragmented Multi-Channel Operations Slowed Campaign Execution

Sparks Info was running user acquisition campaigns across multiple advertising platforms, including Meta, TikTok, Mintegral, and AppLovin. Each platform followed different ad set logic and creative asset requirements, requiring the team to manually create campaigns channel by channel. Launching new campaigns across European or American markets often took one to two days, impeding the team to react quickly to performance changes and optimization opportunities.

Limited Creative Insights Increased Trial-and-Error Costs

Casual game creatives typically have short lifecycles and require frequent iteration. While Sparks Info recognized the need for more granular creative analysis, the rapid growth in campaign volume made it difficult to sustain this level of evaluation through manual workflows. As a result, creative optimization relied heavily on repeated testing and manual judgment, increasing production costs and slowing down iteration speed.

Inefficient Traffic Optimization Wasted Budget

Casual games typically attract a specific audience segment that values fast-paced combat and responsive gameplay. However, with traffic fragmented across numerous sub-channels, Sparks Info struggled to accurately identify placements with both low competition and high user relevance. As a result, acquisition budgets were spread across inefficient traffic sources, leading to higher spend, limited scale, and lower-quality users, ultimately reducing overall ROI.

Using XMP to Restore Speed, Insight, and ROI at Scale

Unified Cross-Channel Operations to Improve Efficiency

To resolve fragmented multi-channel operations, XMP provided Sparks Info with a unified management dashboard that supported the entire workflow, from campaign creation to performance monitoring. Using XMP's Cross-Channel Ad Management feature, the UA team could select multiple channels, target regions, and compatible creatives in a single setup, while applying different bidding strategies as needed.

For example, through this dashboard, Sparks Info has reduced campaign launch time from one to two days to within one hour, improving overall operational efficiency by 80%. At the same time, XMP consolidated media performance data and user conversion data across channels into a single visualized report. Data latency was reduced from 24 hours to real-time, enabling the team to quickly evaluate creative performance across channels and make timely optimization decisions.

Tagged Creative Management for Faster Iteration

To keep up with the rapid iteration of casual games, Sparks Info leveraged XMP to implement a structured Creative Tagging System. For example, creatives of Hunting Sniper were tagged not only by basic dimensions such as narrative type, visual style, and gameplay, but also by key elements including first-person shooting perspective, outdoor hunting environments (forest and snowfield), conflict-driven storylines, and real-world scenari/o integration. All creatives could be shared and reused across channels and media buying accounts, reducing repetitive upload work by 80%, and enabling the team to avoid manual adaptation and focus more on refining creatives that resonated with global hunting and shooting game audiences.

In addition, XMP's Creative Report enabled the team to identify high-converting creative elements and extract reusable creative patterns. By avoiding blind trial and error, Sparks Info significantly shortened creative production cycles and improved creative conversion rates by 40%.

Granular Sub-channel Optimization to Maximize Spend Efficiency

In casual game UA, SDK networks and open gardens such as Mintegral and AppLovin are widely used to access entertainment-driven audiences that closely overlap with casual game users, often at relatively lower acquisition costs. However, the large number of sub-channels makes optimization challenging, and without clear visibility, budgets can easily be spent on low-activity traffic.

XMP provides Sparks Info with Traffic Pool capabilities, enabling granular analysis across SDK network sub-channels by consolidating key metrics including rankings, eCPM, CPI, IVR, ROAS, and LTV. With this visibility, Sparks Info could identify low-competition, high-fit traffic sources, pause underperforming placements, and scale high-performing ones, achieving more efficient budget allocation and improved acquisition quality.

Measurable Gains Enabled by XMP

70% ↑ in Campaign Operation Efficiency

With XMP, Sparks Info significantly streamlined campaign creation and performance tracking across channels.

80% ↓ in Creative Management Time

Thanks to XMP's Creative Library and tagging system, Sparks Info dramatically reduced the time spent on creative management.

30% ↑ in Advertising ROI

With more efficient operations and optimization, Sparks Info achieved a 30% increase in overall advertising ROI.

“From fragmented multi-channel operations and unclear creative direction to limited accuracy in traffic optimization, the key challenges that once constrained our growth have been effectively resolved through our partnership with XMP. It has enabled us to focus more on creative quality and user value, and to build a more efficient growth path in an increasingly competitive market.”

— Sparks Info Team

By consolidating multi-channel operations, improving creative discipline, and refining traffic allocation, Sparks Info built a more scalable and data-driven UA workflow with XMP. The results highlight how structured execution and clearer visibility can directly improve efficiency and ROI. Moving forward, XMP will continue to support teams by simplifying execution, strengthening visibility across campaigns, and enabling more consistent, data-informed acquisition decisions.