When a new battle-pass cinematic is worth a new concept
Reader-input worksheet comparing pass-trailer refresh cost versus a new concept, with AppsFlyer ROAS as the performance definition.
A battle-pass cinematic is not automatically a “new concept.” This sheet forces production cost, absorbable spend, and ROAS into one table. ROAS means AppsFlyer’s documented Revenue / Cost * 100 (Activity metrics).
Synthetic example
| Input | Synthetic |
|---|---|
| Pass-trailer production | 12,000 |
| New-concept production | 45,000 |
| Incremental spend the asset can absorb | 200,000 |
| Pass-trailer ROAS % | 88 |
| New-concept ROAS % | 100 |
| Output | Result |
|---|---|
| Pass-trailer incremental revenue | 176,000 |
| New-concept incremental revenue | 200,000 |
| Pass-trailer net after production | 164,000 |
| New-concept net after production | 155,000 |
In this labelled example the cheaper pass trailer wins on net after production despite lower ROAS — only because inputs say so. Replace every cell; do not reuse these numbers as market averages.
Limits
Ignores brand lift, fatigue half-life, and store feature odds. Not a creative quality score.
