About Trivia Crack mobile game
Trivia Crack is a trivia juggernaut that has accumulated 600 million downloads worldwide since its launch and has more than 150 million active users annually.
The game, audited in GamePlan™️, had to fight a plateau in growth and find the best way to optimize ROAS on marketing activities affected by LTV instability introduced by recent brand and product updates.
The Brief
Etermax has a highly talented in-house marketing and data team. The management’s idea was to take their 10-year-old game, Trivia Crack, to AppAgent for a complete growth checkup.
The request? “Are we still a fit? How can we perform even better? Where are the growth opportunities?”
The Solution
Within 4 weeks, the AppAgent team completed a full audit of Trivia Crack’s UA, ASO, Data, and Creatives. In the end, a total of 76 prioritized recommendations were presented to the Etermax team.
All the insights gathered during the audit, have been shared in different walkthrough presentations with the right stakeholders.
The most critical takeaways AppAgent delivered to Etermax were to a) leverage their brand, b) master incrementality, and c) focus on margin.
GamePlan™ also delivered a clear creative strategy with five new creative directions, optimized for performance and based on audience and competitor analysis.
A final executive summary with main strategic opportunities and insights from GamePlan™ were shared through presentations, with growth opportunities prioritized in a ‘Growth Backlog’ for the Etermax team to execute.
Joaquin Toro Chief Planning Officer at EtermaxWe valued AppAgent’s ability to identify improvement opportunities and prioritize them in an orderly and judicious manner. They have a highly specialized team that was able to provide us with a fresh and unbiased perspective.
Tips by AppAgent
1 Audit Your Growth Strategy Regularly
Don’t guess—get a full audit. AppAgent’s deep dive into Trivia Crack revealed hidden opportunities for growth. A full audit of user acquisition, creatives, and data with GamePlan™ can ensure your strategy stays relevant and effective.
2 Pay Attention to Margin
Maximize your users’ LTV through LiveOps and FTUE improvements. Focus the budget on what’s delivering the best results, and scale user acquisition efforts when it makes sense to do so. This approach ensures you’re investing resources where they’ll have the most impact.
3 Invest in Creative Testing
An always-on campaign testing new concepts is key to staying relevant. Testing on Meta can increase your chances of finding high-performing ads. This approach helps stabilize and improve your main campaigns by continuously identifying new top-performing creatives.
AppAgent’s Conclusion
“By acting on prioritized backlog insights, the overall margin of marketing operations improved by +44% month over month, with the ROAS from paid campaigns increasing consistently over time.
Additionally, new KPIs and benchmarks for UA campaigns were established to ensure better outcomes in the short and long term.”
Frequently Asked Questions
Why did Etermax bring Trivia Crack to AppAgent if they already had a strong in-house team?
Trivia Crack is a 10-year-old game with a highly capable in-house marketing and data team, but it was facing a growth plateau and some LTV instability following recent brand and product updates. Management wanted a fresh, external perspective to answer three questions: Are we still a strong market fit? How can we improve performance? Where are the main growth opportunities? GamePlan™ was brought in as a complete growth checkup, not a replacement for the internal team.
What does the GamePlan™ audit include for a game like Trivia Crack?
Within 4 weeks, AppAgent delivered a full audit of UA, ASO, Data, and Creatives. The outcome was 76 prioritized recommendations, grouped and shared through walkthrough presentations and an executive summary. These were then organized into a Growth Backlog allowing the Etermax team to execute in a structured, sequenced way instead of facing a long, unprioritized list.
What were the most important strategic takeaways from the audit?
Three core themes emerged:
1. Leverage the brand – use Trivia Crack’s strong recognition more effectively in marketing.
2. Master incrementality – measuring the true uplift from paid UA by separating users who would have downloaded organically from those genuinely driven by ad spend..
3. Focus on margin – optimize not just for revenue or volume, but for profitable growth.
These principles informed both short-term campaign actions and longer-term strategic decisions.
What were the first actions taken after the GamePlan™ audit?
Etermax immediately implemented a structured Growth Backlog focusing on new creative testing roadmaps and ROAS optimization, directly applying the insights on incrementality and margin.
How did GamePlan™ impact ROAS and marketing margin?
By acting on the prioritized backlog from GamePlan™, Etermax increased its marketing margin by +44% month-over-month, while ROAS from paid campaigns improved consistently over time. GamePlan™ also introduced new KPIs and benchmarks for UA campaigns, giving the team clearer guardrails for decision-making.
What did GamePlan™ deliver on the creative side?
On the creative front, GamePlan™ provided a clear creative strategy with five new creative directions, each optimized for performance and based on audience and competitor analysis. This gave Etermax a structured roadmap for creative testing rather than relying on ad-hoc ideas.
How were the audit findings shared with Etermax’s stakeholders?
All insights from the GamePlan™ audit were shared via walkthrough presentations with the relevant stakeholders, plus a final executive summary highlighting the main strategic opportunities. We’ve had several in-depth and honest conversations with CEO and Business Performance Manager about the team structure, performance, and processes besides specific growth opportunities. AppAgent then provided strategic oversight in the months following the GamePlan™ delivery.
How do you diagnose a growth plateau in a mature mobile game?
A structured, external mobile game growth audit is the best approach. By reviewing UA, ASO, data, and creatives as a unified system, you can identify hidden opportunities, address LTV instability, and refocus the team on profitable margin rather than just volume.
What can other mature or plateauing games learn from this case?
Trivia Crack shows that even a top-grossing, long-running title can benefit from a structured growth audit. Regularly reviewing UA, ASO, data, and creatives through a framework like GamePlan™ helps identify hidden opportunities, address issues such as LTV instability, and refocus teams on incrementality and margin, not just spend and volume.