AppGeneration achieves remarkable ROAS and LTV by collaborating with Tappx

AppGeneration is a digitally-powered company based in Portugal. It combines software development and editorial content to provide a unique experience via smartphones and tablets. The company offers its users the most up-to-date, easy-to-use applications in the digital marketplace. One of the most remarkable ones is Word Connect – Words of Nature, a highly entertaining word puzzle game.


As a new game, the goal for Word Connect – Words of Nature was to boost the number of downloads in key markets. The challenge lay in determining the break-even point between Ad Spend and ROAS (Return on Advertising Spend), while also attracting users who would engage for longer periods of time, playing more matches and watching more video ads, thus driving a sustainable Lifetime Value (LTV).


Tappx helped AppGeneration connect to several reliable traffic sources besides its own in-app proprietary inventory using its full transparency and arbitrage modeling, buying on CPM and selling on CPI so AppGeneration could reach users on the market’s most powerful app networks and exchanges, finding the best matching inventory to reach its KPI’s.

By numbers






LTV in 7D (days)


Tappx played a significant role in Word Connect’s success by boosting user engagement, increasing the ratio of games played by 20% from Q1 to Q2, and achieving a remarkable 25% improvement in ROAS and LTV on Day 7 for key GEOs like Germany and Canada during the same period. At the same time, the number of installs increased by 15% from the last quarter of 2022 to Q2 of 2023.

About Word Connect

Word Connect – Words of Nature is a challenging word search and word connect game through which people try to solve awesome crossword puzzles. It can help people improve their vocabulary and spelling skills all while discovering natural elements and landscapes.

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