Aethir’s decentralized cloud computing infrastructure is designed to support gaming enterprises with the processing power needed to maximize their market impact and reach users like never before. SuperScale, a global leader in gaming user acquisition (UA) solutions and one of our reputable ecosystem partners, recently conducted an in-depth case study on the benefits of Aethir’s Instant Play streaming solutions for user acquisition and retention.
In their latest case study, the SuperScale team took a different approach. It analyzed how Aethir’s cloud gaming solutions can enhance early-funnel efficiency and Day-7 revenue for both paid and owned channels relative to the untouched organic baseline. The case study monitored the impact of Aethir’s Instant Play streaming solutions on Doctor Who: Worlds Apart, an innovative Web2/3 trading card game (TCG) by Reality+.
The integration of Reality+ with Aethir’s cloud computing infrastructure is already showing remarkable results, and SuperScale’s case study shows the key data based on practical usage.
The mobile gaming market is fiercely competitive, and acquisition costs keep increasing. To keep CPIs sustainable, studios must hook players earlier in the journey and prove value upfront. Aethir’s Instant Play streamed demo technology promises to do just that by letting gamers play before installing a game.
Aethir and SuperScale set out to validate whether a pre-download cloud demo can lift engagement, boost conversion, and increase total ARPU without sacrificing retention. The experiment was designed to explore the benefits of streaming games directly within an advertisement or organic boost, allowing users to play the game before being redirected to the app store. The primary goal of this UA test was to prove that Aethir's Instant Play streaming concept works regardless of the type of traffic source or game genre.
Case Study User Flow
The case study user flow was designed to offer instant access to Doctor Who: Worlds Apart through a simple, zero-entry barrier experience.
- The user is within an app or game. They are shown an advertisement for Doctor Who: Worlds Apart.
- Upon clicking the ad, they are directed to the Aethir-powered landing page.
- The user proceeds to play the game online on the Aethir-powered webpage.
- After concluding the session automatically by depleting time or using a clickable button, they are redirected to the Google Play Store to download the game.
- The user has a higher chance of downloading the game from the store thanks to the Aethir-powered play session that lets him play before downloading.
Case Study Results
The case study results showed that Aethir’s Instant Play streaming technology maximizes user acquisition and retention in all aspects.
Key results:
- Cross-case validation of the initial thesis: Aethir’s Instant Play maximizes UA results regardless of game genre.
- Install Conversion Rate uplift +201%
- IAP Conversion Rate uplift +18%
- ARPU improvement +61% with strong growth post D7 +82%
- Retention parity ±1%
- Average daily gametime improvement +22%
As a reminder, the initial Aethir and SuperScale case study with Tiny Tower showed roughly +45% higher install conversion rates and nearly double ARPU (+93% uplift) for the Aethir demo group, alongside a +77% increase in average session count and +26% longer sessions. Notably, Tiny Tower’s Aethir cohort also exhibited stronger retention (+60% D1, +80% D7) compared to the baseline.
The Doctor Who experiment echoed the positive trends. While the magnitude varied, we again saw improved install conversion (+201%), IAP conversion (+18%), and substantially higher ARPU (+61% total, +82% D7) from the Aethir experience, as well as increased engagement. Retention remained healthy (on par with organic players). The consistency of these results across two different games/genres validates that Aethir’s “try before you buy” approach reliably boosts user quality and value.
Powering Next-Generation Gaming User Acquisition with Aethir’s Decentralized Cloud
“Studios need more efficient and consistent ways to grow and keep their player base — especially for titles with high barriers to entry,” said Paul Thind, Chief Revenue Officer at Aethir. “In 2024, even top-earning games saw CPI hit $4.83, Day-7 retention below 9%, and organic reach below 30%. With SuperScale, we’ve again shown how Aethir’s Instant Play model — powered by our decentralized cloud infrastructure — reduces friction and gives players a seamless way to try a game before downloading. SuperScale’s case study showed reassuring evidence that Aethir’s decentralized cloud gaming infrastructure can provide major UA and revenue-boosting benefits for mobile gaming studios regardless of game genre. Together, we're building a new ‘operating system’ for game growth that is data-driven, global, and successful long term.”
“With Aethir’s Instant Play technology powering early access to our mobile game Doctor Who: Worlds Apart, players get a taste of the adventure before ever hitting download, resulting in a 201% boost in install conversion rate uplift and a clear signal that the future of gaming lies in frictionless, cloud-first experiences,” said Tony Pearce, CEO and co-founder of Reality+.
“Aethir’s cloud streaming slotted perfectly into SuperScale's Ecosystem, letting players leap straight into Reality+’s Doctor Who: Worlds Apart before downloading the game. Seeing a 201% surge in installs and a lasting lift in revenue isn’t just a great result for our teams - it’s proof that when breakthrough cloud technology meets bold game-makers, the growth potential is limitless. Huge congratulations to our partners at Aethir and Reality+ for turning this shared vision into measurable success,” said Ivan Trancik, CEO of SuperScale.
The mobile gaming market is highly competitive and saturated, with thousands of developers and publishers competing for the same audience. To get a competitive edge, gaming studios need access to innovative UA solutions such as Aethir’s Instant Play streaming technology. Our cloud gaming infrastructure is powered by a globally distributed GPU network of over 430,000 high-performance GPU containers, capable of powering the most demanding cloud gaming workloads at scale. By letting users try games before downloading or purchasing, Aethir offers an innovative UA solution for gaming studios looking to eliminate entry barriers for users.
Explore the complete case study in the Resources section below this article.
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