Mobile UA · Berlin · est. 2019

Your best ad is six weeks from dead.

Creative fatigue is the tax every app pays: 78% of top-quartile campaigns now refresh creative at least weekly, because the moment a concept stops earning installs, the auction makes you pay for its funeral. We build, test, and bury ad creative on a schedule, and run the media underneath it.

Start a run See the post-mortems

Flat vector illustration of a rocket launching from an arcade cabinet surrounded by ad-frame cards

1,430

creatives shipped, last 12 months

83%

of concepts die in testing. On purpose.

6 days

median time from launch to kill decision

studios and apps on the roster right now

Shop aggregates across current clients; the receipts live in the stories and the Graveyard.

Frames from the test bench

Visit the Graveyard

Concept frames from recent test cycles, winners and casualties both. Scroll sideways; that's what thumbs do.

Flat vector ad frame: rocket bursting out of a phone screen with an install button — Hook test 41-C · IPM 5.2

Flat vector ad frame: puzzle pieces raining into a grid with a fail state — Fail-state hook · CTR 2.8%

Flat vector ad frame: joystick with a level-up bar and coins — Progress-bar concept · killed day 5

Flat vector ad frame: two characters racing, one stuck, with a choice arrow — Choice hook 17-A · winner, 9 weeks

Flat vector ad frame: timer counting down over a treasure chest — Urgency variant · IPM 3.1

Flat vector ad frame: hand swiping a slider that fails on purpose — Slider bait · RIP, see Graveyard

Pick your game mode

Arcade mode

Creative testing

A standing test bench for your ads: 20 to 40 concepts a month, killed or scaled on IPM, CPI, and the retention of the users they actually bring. Fixed monthly fee, full kill-log included.

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Boss level

Playable ads

Playables nearly doubled their share of gaming ad impressions in 2025. We design, build, and iterate them in-house, because the first thirty seconds of gameplay is your best salesperson.

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Campaign mode

Full-loop UA

Creative plus media: Google App Campaigns, Apple Ads, TikTok, and Meta, run against your retention curves rather than your install counter. From soft launch to global.

Continue? →

Post-mortems, played back

All client stories

Puzzle game · Munich studio

Soft launch to global in 11 weeks, CPI $2.90 → $1.70

Nineteen dead hooks, one live one, and a D90 cohort that paid for itself before the global button got pressed.

Subscription app · sleep tracker

Trial cost down 37% in 8 weeks, refresh by refresh

Weekly creative rotation against a 35% ATT opt-in reality. The winning hook was the one the client hated.

Hybrid-casual · racing

4,000 → 30,000 installs a day without breaking D7

A hyper-casual that grew up: scale bought with fail-state hooks, defended with retention gates.

This month on the bench

Three things the test data keeps saying

Video still rules, playables close.Video took 53.7% of gaming ad impressions in 2025; playables nearly doubled to 13.3%. Our bench matches the market: playable variants keep beating their video twins on install rate.

Fail-state hooks refuse to die.The deliberately-lost level remains our most reliable hook family, three years running. Players cannot resist correcting a stranger's mistake.

Weekly refresh is table stakes now.78% of top-quartile campaigns refresh at least weekly, up from 41% a year earlier. Monthly refresh is how CPIs quietly double.

The full testing framework, published →

The Postmortem — monthly, no fluff

One email a month: what died on our test bench, why, and the numbers. No subject-line psychology, no funnels.

Get it by email

Ready when your CPI isn't

A working session is 45 minutes on your creatives, your retention curves, and what we'd put on the bench first. Reply within five business days.

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GA4 + MMP reporting (AppsFlyer / Adjust)