Burny Games has partnered with Gamelight to grow their games with rewarded UA, at scale, and profitably. The two teams have worked together for over 2.5 years, promoting six titles across iOS and Android.
During this partnership, campaigns have run across Gamelight’s geos, which encompass the UK, US, Germany, France, Japan, South Korea, Spain, Italy, the Netherlands, Canada, Australia, Poland, and Brazil. Burny Games’ portfolio is mainly ad-monetized, with some IAP, and the shared focus has stayed the same: scale up while keeping profitability on track across titles.
The campaign and results
One recent example from this partnership is the campaign for Associations: Colorwood Game. The goal was to bring in high-value users for a game that earns mostly through ads (plus a portion of IAP), while hitting clear profitability milestones along the way.
The campaign ran in five geos – the United States, United Kingdom, Canada, Australia, and Germany, on both Android and iOS. From day one, the aim was straightforward: scale quickly, but keep engagement and retention strong so ROAS could grow the right way over time. Targets were set as: 35% net ROAS by D1, 95% by D7, and 110% by D30 (the profitability goal).
Gamelight beat these goals across markets and platforms, reaching profitability earlier than planned. ROAS climbed steadily while retention stayed strong, showing how rewarded UA can work well for ad-heavy games when optimization is based on the full player journey, not just early installs.
As Yuliia Berezova, User Acquisition Manager at Burny Games, shared: “In our collaboration with Gamelight, we’ve conducted a series of tests and optimized multiple campaign funnels to identify the most effective strategies, ensuring stable volume and strong performance. We appreciate the smooth coordination during the process and look forward to continuing our work together with the Gamelight team.”
A few things helped drive the results. Burny Games shared a detailed event setup that went all the way up to level 1000, giving Gamelight much deeper signals on how users progressed and where value was created, not just what happened in the first sessions. The campaign also used multi-step challenges (short-term and long-term), which helped keep players active and supported stronger monetization over time.
On top of that, Gamelight continuously adjusted performance using ROAS curve optimization, keeping scaling efficient while staying aligned with profitability targets across geos. Clear, fast communication between both teams made it easier to iterate quickly and keep execution smooth.
Top rankings across major performance indexes
This kind of performance supports how Gamelight is showing up in industry benchmarks.
In the AppsFlyer Performance Index XVII, Gamelight was ranked as the #1 rewarded UA source globally across all genres, and was also listed among the top UA partners for Casual, Strategy, and Match-3 in North America, Western Europe, Japan, and South Korea.
In Singular’s ROI Index 2025, Gamelight was recognized among the largest Growth Ad Partners and named a top ROI-driving UA channel globally, ranking in 15 out of 21 categories across gaming and non-gaming apps.
Conclusion
Burny Games and Gamelight’s long-term partnership keeps delivering the same thing: growth you can actually sustain. With Associations: Colorwood Game, Gamelight reached profitability ahead of schedule while scaling across five major markets on both Android and iOS. Strong results came from a deep event structure, engagement-focused challenges, and ongoing ROAS optimization, plus fast coordination between both teams.
Reflecting on what made this success repeatable, Gamelight’s Account Manager, Oliviero Camilleri, emphasized the role of close collaboration and fast iteration throughout execution: “Working with Burny Games has been a real pleasure. From the very beginning, the team has been consistently professional, collaborative, and proactive. Many thanks to Yuliia for being an outstanding UAM, making our cooperation smooth, efficient, and very pleasant.”
He further added: “The key to our shared success lies in strong communication, rapid coordination, and being open to new ideas. By closely monitoring trends, identifying what delivers strong ROAS, and quickly applying those insights, we’ve been able to achieve meaningful and sustainable results together.”
Overall, this case shows how rewarded UA, especially when backed by strong data, constant testing, and a solid partner setup, can drive profitable, scalable growth for mobile games.
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