The situation

Wordgrams, a unique word-puzzle game from Funcraft, was early in its worldwide launch. The team had a strong, differentiated product and a narrow window to get the early-lifecycle economics right.

They wanted to make the most of that launch window — lift early retention and monetization, unlock more profitable UA, and accelerate their adoption of a culture of rapid experimentation.

The problem

Early in launch, retention and monetization needed a boost to unlock UA scalability.

They were curious if Turbine could accelerate their KPI growth, as well as help jumpstart their experimentation processes.

What we did

We opened with our typical deep teardown — product, data, UA, ad monetization, and the competitive set.

As always, we cross-referenced against our vault of 900+ past experiments for perspective on which interventions were most likely to pay off.

Then we deployed our rapid split-testing playbook and embedded with the team, running 29 product initiatives across FTUE, tuning, LiveOps, economy, IAP, and ads.

We also ran a series of ASO experiments — icon, screenshots, and more — to sharpen the store conversion that feeds UA.

The result

Blended ARPDAU doubled — 2.0× — from the Month-1 launch baseline to Month 7.

Winning experiments included:

Observed per-experiment ARPDAU lifts redacted.

After adopting our testing playbook, the team ran another ~100 experiments in the year that followed. I think that's a record for post-engagement A/B velocity.

Testimonial

"Turbine is a great partner that became an extension of our team. We loved their rigor, which helped us transition to a rapid, experiment-driven development approach — driving measurable results that helped scale our game!"

— Michael Martinez, CEO / Co-Founder, Funcraft

Matt's take

"One of the fastest and most talented teams we've had the pleasure of working with. Their infrastructure and willingness to experiment drove the highest test volume we've experienced with a client. After adopting our testing playbook, they ran another 100 experiments in the year to follow!"