Rocket A

In Japan Mobile UA, Installs Might be a Trap

aix

August 21, 2026

Rocket A

If your Japan UA dashboard is telling you installs are up, you might be celebrating the wrong number. Across the hypercasual genre, campaigns that generate 20% of all installs in Japan are producing just 1% of all sessions in the same market. In other words: users are downloading the game, opening it once (or not…
Rocket A Week 2 August — Performance Comparison Case [Game / Genre: Simulation]

aix

August 13, 2026

Rocket A

From a client’s perspective running CPE campaigns, CPA directly impacts overall campaign performance and CV volume. Using Doom’s Day as a reference, the data below illustrates how performance changes when accessing local media directly with the same budget. App Overview Doomsday: Last Survivors is a mobile simulation game set in a zombie-infested world where players…
Rocket A Week 1 August — Performance Comparison Case [Game / Genre: Strategy]

aix

August 7, 2026

Rocket A

From a client’s perspective running CPE campaigns, CPA directly impacts overall campaign performance and CV volume. Using Puzzle & Survival as a reference, the data below illustrates how performance changes when accessing local media directly with the same budget. App Overview Puzzles & Survival is a mobile game that combines puzzle mechanics with stategy game…
Rocket A Week 4 July — Performance Comparison Case [Game / Genre: Simulation]

aix

July 31, 2026

Rocket A

From a client’s perspective running CPE campaigns, CPA directly impacts overall campaign performance and CV volume. Using [商人放浪記 – あきんどの成り上がり道] (A Tale of a Merchant) as a reference, the data below illustrates how performance changes when accessing local media directly with the same budget. App Overview [商人放浪記 – あきんどの成り上がり道] (A Tale of a Merchant) is…
Rocket A Week 3 July — Performance Comparison Case [Game / Genre: RPG]

aix

July 24, 2026

Rocket A

From a client’s perspective running CPE campaigns, CPA directly impacts overall campaign performance and CV volume. Using Evertale as a reference, the data below illustrates how performance changes when accessing local media directly with the same budget. App Overview Evertale is a Japanese mobile RPG centered around monster catching and training. With a low barrier…
Rocket A Week 2 July — Performance Comparison Case [Game / Strategy]

Rocket A

July 9, 2026

Rocket A

From a client’s perspective running CPE campaigns, CPA directly impacts overall campaign performance and CV volume. Using Lord Mobile as a reference, the data below illustrates how performance changes when accessing local media directly with the same budget. Campaign Overview Campaign Data (Average values based on user experience) Completion Days Daily Workload Difficulty Reward Amount…
Games Got All the Attention. Non-Gaming Apps Were Always the Point.

Rocket A

July 6, 2026

Rocket A

There’s a common assumption among global advertisers entering Japan’s reward UA ecosystem: reward-based campaigns are for games. That assumption is wrong — and it’s costing non-gaming apps one of the most effective acquisition channels available in Japan. Japan’s point site ecosystem — platforms like Moppy, Gendama, and Point Income — was never built around games.…
IAA Games and Reward UA: Monetizing Without Charging Users

Rocket A

June 29, 2026

Rocket A

It is easy to consider the goal of reward-UA campaigns as a purchase. Set up a CPE task, get the user to engage, and make them pay IAP.. For ad-monetized games, that entire framework may not be the most profitable approach. An IAA (in-app advertising) game doesn’t need the user to take out their wallet.…
The Anatomy of a Reward Campaign in Japan: From Offer Post to MMP Verification

Rocket A

June 23, 2026

Rocket A

Most global advertisers understand reward UA as a simple exchange: a user completes a task, the user gets a reward, the advertiser gets a verified install. In Japan, the same exchange runs through a longer and more procedural chain than most overseas teams expect — one shaped by the country’s point-mall ecosystem, its publisher review…
You’re Not Buying Installs. You’re Buying Time.

Rocket A

June 15, 2026

Rocket A

There’s a trap that UA managers for IAA games — games that monetize through ad revenue — fall into more often than they realize. Treating installs and ad impressions as the same metric. When a campaign is run on CPI, “installed user” and “user who watches ads” get conflated. But CPI is a model where…