Re-Engage With Lapsed Word Game Users!

Reactivation Campaign

Reactivating your mobile user base is a key strategy to maintaining the longevity of your app. Using mobile programmatic media, you can target previous users of your app to do a specific action or become active app users again. Whether these users haven’t opened their app in a given period or have uninstalled the app, the goal is to re-engage these previously active users.

Segmentation Strategy

Audience segments are one of the most important pillars in retargeting campaigns. User segments based on historical behavior, such as spend and days lapsed, are used to inform ad messaging to retarget users. The creative ads are tailored to targeted segments. Each intersection list is a Targeting Group with a corresponding Creative Group.

In a Word Game app, you can segment your audience based on activity level and last open. We'll work with you to create an ad strategy that is optimized for high engagement.



The Challenge

The app publisher needed a retargeting partner to reach users who have stopped engaging their Word Game app. Additional requirements included: support for multiple ad formats, global market scale, various devices for ad display, and creative personalization.

Performance Results


Decrease in Cost-Per-Reactivation 


Increase in Return on Investment


Increase in
Install Rate


Increase in Click Through Rate

Creative Iterations

Display Ad

Video Ad

Key Takeaways

Getting back the loyalty of lapsed users can sometimes be a challenge. Though, with the right reactivation campaign, you’ll be able to gain high lifetime value (LTV) users that will engage with your word game app more so than before. 

After a retargeting campaign for a word game that Aarki has done, the results showed that mobile ads using messages that engage with users’ emotions perform better than other creative approaches. A display ad which used the aforementioned approach surpassed the ROI by 6x the established goal while also performing better in terms of CPI, CTR, and IR. There are different ways to appeal to users’ emotions through ads. Based on various data we’ve gathered, this approach works very well for reactivation campaigns. To know more about this strategy, read about this article.

Benefits of Engaging Lapsed Users

Group 13

Drive more

Retention Icon

Boost retention

value users icon

Gain more high
lifetime value users

Did You Know?

Percentage of monthly users that play word games each day during 2018

Day 7 retention rate for a typical word game app of 2018

Market share of word game apps during 2018 on Android

Group 248


About Aarki

Aarki helps companies grow and re-engage their mobile users, using machine learning (AI), big data, and engaging creative. We strive to deliver performance at scale across different marketing objectives to meet the target return on investment.

Stronger-ROI (1)

Our data offer deep insights into user intent and usage habits. To drive performance, we activate our data assets through proprietary machine learning algorithms and engage users in real time with personalized creative.


For more information, please visit or follow us on Twitter: @aarkimobile.


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