Wonder Group
Snapchat’s 7-day optimization doubled Wonder Group’s ROAS to 200% of target, with 17.25% CTR (4-8x benchmark) for their 3D puzzle games through precision Gen Z targeting and snackable stress-relief creatives.
"Snapchat is an excellent partner for lightweight and mid-core mobile games expanding globally. Its precise reach over young, highly engaged users in Europe and the U.S., combined with immersive ad formats and flexible data tools, provides a solid foundation for efficient cold launches and scalable growth.
Through our collaboration with Snapchat, we rapidly validated strategies—such as small-budget testing, creative optimization, and smart bidding—significantly improving ROI predictability while achieving far better cost stability than anticipated. Snapchat’s innovative attribution logic and user ecosystem are particularly well-suited for teams focused on short-cycle returns and long-term user retention."
- Peier, Advertising Delivery Manager at Wonder Group
From 500M Users to Puzzle Game Dominance: How Wonder Group Conquered Western Markets
Guangzhou Wonder Group has quietly become a mobile gaming powerhouse, serving over 500 million users worldwide through its integrated "R&D-Publishing-Traffic" ecosystem. The company's Wonder Games studio specializes in accessible yet innovative titles like their 3D pin puzzle series, while their Xiaobei Media platform provides proprietary user acquisition capabilities. Facing intense competition in Western markets for their Screw Pin Jam Puzzle and Screw Away titles, Wonder Group needed to achieve immediate ROI while balancing user acquisition costs with in-app advertising revenue. The solution emerged through Snapchat's unique advantages: precise Gen Z/Millennial targeting, vertical video formats that showcase gameplay naturally, and industry-leading 7/0 optimization windows that provided actionable data twice as fast as traditional 28/1 measurement cycles.
Wonder Group's 3-Phase Strategy: From Precision Testing to Full-Funnel Domination
Wonder Group executed a three-phase approach beginning with careful testing. Initial 100−200 daily budgets established performance benchmarks while Snapchat's algorithms identified top creative performers. The scaling phase deployed 6-8 second videos emphasizing the games' stress-relief benefits through satisfying visual effects and ASMR-inspired audio. Finally, cross-channel retargeting through Xiaobei Media's owned inventory created a closed-loop system that maximized lifetime value.
Proven Insights
The campaign demonstrated that 7-day optimization windows fundamentally change ROI measurement for advertising-heavy casual games, providing actionable data before creative fatigue sets in. Emotional messaging around stress-relief outperformed traditional feature-focused ads by significant margins, while the synergy between paid Snapchat traffic and owned media retargeting delivered compounding returns on advertising spend.