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Case Study by InOut Games and 4RA Partner
How 4RA Partner Reignited Growth with Chicken Road by InOut — From Stagnation to Scalable Success.
Starting Point: Why We Needed a Fresh Start
By the end of 2024, 4RA Partner noticed a slowdown in the performance of our usual funnels and approaches. It became clear that we didn’t just need an update—we needed a full restart, rethinking the entire system from the ground up.
Testing and Exploration
We shifted our focus to fundamental testing:
- Games with varying levels of engagement.
- Audiences segmented by GEO and age.
- Funnels, pre-landers, and entry points.
- Traffic from multiple platforms.
This experimentation led us to a new format that unexpectedly became the key to scaling. But more on that later.
Why We Chose Chicken Road
Chicken Road wasn’t just another game—it became a funnel with massive potential. Within the first weeks of testing, we saw:
- High engagement rates.
- Low acquisition costs.
- Stable conversion rates.
Even though the launch volume was limited, we saw early signals that gave the green light for further experiments. Importantly, the ad auction was completely fresh: 4RA Partner was the first to bring Chicken Road to the Indian market, gaining significant advantages in cost, conversion, and scalability.
What Chicken Road Is and Why It Works
The game instantly resonated with Indian players. With no complex rules and instant engagement, it’s a playful twist on a classic concept: guide a chicken across the road without getting hit, and collect your winnings. This simplicity is its superpower.
Key factors that make it addictive:
- No learning curve: you’re playing from the first second.
- Micro-successes every 5–10 seconds, creating a strong sense of progress.
- The “almost made it” dynamic triggers a strong replay impulse (“just one more try”).
- Humor and lightness — characters, sounds, animations — all build emotional attachment.
In today’s attention-fragmented environment, Chicken Road is the perfect casual game: fast start, easy to grasp, low barrier to entry, and ideal for mass-scale growth.
Analytics and Segmentation
During validation, we dove deep into analytics to understand user value:
- Calculated LTV: lower than crash games, but stable.
- Segmented the audience: identified high-engagement age and behavior groups.
- Checked market dynamics: casual traffic costs were 2–3x lower, and auctions were not overheated.
This confirmed that despite lower LTV, the model was sustainable due to cheap acquisition costs.
Scaling: Growth Through Volume
We began gradually increasing budgets—and almost every month grew purchase volumes by 50%. Naturally, there were challenges:
- Younger audiences showed higher churn.
But:
- A significant portion of users stayed active.
- We quickly implemented retention tools:
- Highlighting game buttons on the site.
- Welcome bonuses.
- Simple in-game gamification.
- Highlighting game buttons on the site.
These measures drove organic growth, improved retention, and—most importantly—allowed us to scale profitably.
Numbers That Speak for Themselves
Yes, Chicken Road’s LTV is lower than traditional crash products.
But acquisition costs are dramatically lower—that’s the key.
The financial model works because of:
- High volumes.
- Cheap traffic.
- Sustainable unit economics.
Instead of maximizing value from each individual user, we focused on managing massive incoming flows and optimizing retention.
In models like this, you don’t need the highest LTV—you need healthy economics at scale.
What Made This Success Sustainable
- Audience: young, easy to engage, prone to returning.
- Product: simple, intuitive, yet highly exciting.
- Strategy: beyond acquisition—continuous user nurturing with bonuses, retention mechanics, and playful features.
- Market Entry: first-mover advantage in India.
The Key Takeaways
- Test fast and test often — it prevents you from sticking with failing ideas.
- Trust the data — analytics highlight both problems and hidden opportunities.
- Stay flexible with formats — breaking away from “usual” methods can unlock new markets.
Conclusion
The story of Chicken Road isn’t about luck.
It’s about observational skills, fast decision-making, and the courage to start over.
For any question or collaboration inquiries please get in touch with us partners@inout.global
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