Introduction: The Recipe Behind a Mobile Gaming Hit
Just one month in, Cookingdom is already serving up ~6.4 million downloads and $40–55K in daily ad revenue in just 30 days since launch. That’s not just impressive - it’s a masterclass in how to clone, tweak, and elevate a proven formula.
Built by ABI Game Studio, the same folks behind Perfect Tidy, so Cookingdom isn’t reinventing the wheel. Instead, they’re refining what already works, combining proven creative patterns with deeper game design and flawless execution.
So what’s making it tick? Why is it climbing charts in Indonesia, Brazil, and the US? And most importantly what can UA (user acquisition) teams, creative teams or performance marketers, learn from this?
This breakdown dives into Cookingdom’s creative playbook, exploring 5 specific elements that power its early success, backed by performance data, creative analysis, and real-world strategy you can apply.
Also check out How Screwdom 3D Cracked the Creative Code
The Numbers That Made Us Look Twice
Before we dive into tactics, let’s set the scene:
📊 Key Stats:
- ~6.4M downloads in the first 30 days
- $40K–$55K daily estimated ad revenue
- Dominating regional markets:
- 🇮🇩 Indonesia – 33%
- 🇧🇷 Brazil – 12%
- 🇺🇸 USA – 8%
- Unity Ads: 86.3% of ad impressions
That’s not just growth. That’s velocity with precision targeting.
The Creative Blueprint: 5 Ingredients Behind Cookingdom’s Success
1. Playables from Day One (Not an Afterthought)
From the moment Cookingdom launched, it had playable ads in the market, a strategy rarely seen so early in a game’s lifecycle due to development costs.
- Why it works:
- Faster learning loops for creative performance
- Seamless integration with video hooks for context-setting
- Higher intent installs from interactive previews
Pro Tip: Pairing video + playable creatives creates an intent ladder. The video intrigues, the playable immerses.
2. ASMR Gameplay & Satisfying Visuals
The top-down cooking visuals mimic Perfect Tidy, but Cookingdom dials it up with:
- Richer animations for slicing, stirring, and assembling dishes
- Crisp sound effects (SFX) that pop with every interaction
- A calming, sensory-first hook
This taps into the oddly satisfying content trend, which has gained popularity on platforms like TikTok and YouTube.
3. Cliffhanger Endings = Curiosity Downloads
Most Cookingdom playables end on an incomplete action, mid-level, unsolved recipe, or a partially filled plate.
- Psychological trigger: The Zeigarnik Effect - users feel compelled to resolve the unfinished task
- UA impact: Improves conversion from ad to install by creating a tension arc
Think of it like Netflix’s “next episode” cliffhanger... but in a game ad.
4. Game Depth in the First 6 Seconds
Even in short creatives, Cookingdom sneaks in game depth with recipe variety, and ingredient assembly early.
- Signals a richer game loop
- Differentiates from one-note hyper-casuals
- Builds perceived value pre-install
This subtle UX design communicates retention value in seconds—without a voiceover.
5. Localized Distribution Strategy (and It’s Working)
Breakout by country:
- Indonesia (33%)
- Brazil (12%)
- USA (8%)
Instead of overspending in Tier 1 markets, ABI focused initial distribution in high-volume, cost-efficient markets. With Unity controlling over 86% of impressions, ABI is:
- Optimizing with a trusted ad network for global reach
- Controlling early LTV + CPI balance
- Building organic velocity through top-of-funnel volume
Where This Strategy Might Not Work
Even well-cooked playbooks don’t apply to every game if:
- Your game lacks strong tactile feedback or micro-interactions
- The playable doesn’t match core gameplay
- You’re targeting hyper-saturated Tier 1 markets with already-high CPIs
In these cases, forcing cliffhangers or ASMR might reduce authenticity and increase bounce.
What UA Managers Can Learn (and Implement)
Tactic | How to Implement | Why It Works |
|---|---|---|
Launch playables early | Build basic guided interactions as MVPs and test alongside videos | Faster feedback + better targeting |
Show game depth fast | Use short-form video with visual cues of variety (progress bars, tool swaps, recipes) | Sets up retention narrative |
Use cliffhanger exits | End creatives on unresolved states (unfinished level, missing item) | Drives curiosity-based downloads |
Tap into ASMR vibes | Prioritize clean visuals + tactile sound effects | Taps into trending, low-resistance engagement loop |
Prioritize Tier 2/3 scaling initially | Use Unity’s broad network and test in high-volume markets | Build scale before fighting for high-CPI traffic |
Final Take: The Art of Repetition with Innovation
Cookingdom proves that great UA doesn’t always come from radical innovation. Sometimes, it’s about remixing what already works:
- Slightly deeper gameplay
- Sharper creative craft
- Strategic rollout decisions
ABI Game Studio didn’t guess their way here. They applied learning from Perfect Tidy, trusted their distribution engine (Unity), and bet big on ASMR-style creative production.
The result? A well-seasoned hit that’s still sizzling just 30 days in.
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