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Case Study(EN)

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“봉술사 키우기”, Maximizing Long-Term Retention with Time Quests

Client Spotlight

Code Dog is a mobile game company, known for popular titles like "유즈맵 디펜스 온라인" and "용구탄생의 비밀" With its unique RPG games, CodeDog continues to experience steady growth.

Introducing “봉술사 키우기”

Developed by CodeDog, "봉술사 키우기" is an idle RPG game where players enhance and nurture their characters' various skills, such as magic and buffs, using resources acquired through adventures. Introducing an unprecedented feature called the "Wizard Market," where users can buy and sell items to each other which further heightened user’s interest.

Goals and Challenges

Drive in-game purchases from Top-Tier users while fostering long-term engagement from new players.

Solution

To promote purchases from top-tier users, it's essential to encourage long-term gameplay from new users. Therefore, we devised strategies to foster long-term retention.

Time Quests for Retention Optimization

“봉술사 키우기”, Maximizing Long-Term Retention with Time Quests

Merge Camp, Securing High LTV users through Playio’s AI recommendation system

Client Overview

Highscore Games is making waves in the gaming industry with its innovative approach to hyper-casual game development, capturing the attention of gamers worldwide!
With hits like "Rocket Punch" (31M downloads), "Wall Crawler" (23M downloads), and "Webbi Boi" (20M downloads), Highscore Games has amassed a whopping 74 million downloads in 2023, captivating global users with its unique gameplay.

Introducing Merge Camp

Merge Camp is a merging genre game released by Highscore Games, depicting the story of cute characters on a tropical island. It has achieved a position among the top 10 grossing board genre games on the Google Play Store, receiving much love from its users.

Goals and Challenges

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Reach users with a high likelihood of playing Merging Camp for ROAS optimization
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Optimize retention for new users to be locked and hooked into the game

Innovative Solutions:

We teamed up with Highscore Games to develop campaigns tailored to meet marketing Key Performance Indicators (KPIs). The "Merge Camp" campaign aimed not only at acquiring new users but also prioritized securing high LTV users through optimized operations, thus improving performance.
1.
AI recommendation system for high-value user acquisition
Merge Camp, Securing High LTV users through Playio’s AI recommendation system

How Office Cat Achieved 209% D30 ROAS with Hidden Quests and Engagement Strategies

Client Overview

TREEPLLA is a rising star in the casual gaming industry, well-known for its innovative cat-themed IPs like Cat Snack Bar, Office Cat, and Lumbercat. Their games are loved by users worldwide for their charming, easy-to-pick-up mechanics. By listening closely to player feedback and using data-driven insights, TREEPLLA constantly strives to deliver engaging, enjoyable experiences for all players.

Office Cat Introduction

Office Cat is a charming tycoon game where players take on the role of a cat boss, building an office empire from scratch. Players can expand business districts, create residential and commercial zones, and manage adorable cat employees. With its universal appeal, Office Cat is perfect for casual players of all ages.

The Challenge:

•
Boosting Retention and Achieving Strong ROAS

Campaign Solution:

TREEPLLA joined forces with Playio to craft a powerful campaign designed to boost both retention and revenue for Office Cat. At the heart of this strategy were two key mechanics: Time Quests and Hidden Quests, seamlessly working together to elevate user engagement and create lasting player loyalty.
1.
Time Quests for Retention Optimization
Playio's Time Quests were all about creating daily gaming habits.. By encouraging users to engage with the "Office Cat" game for at least 30 minutes each day, these quests have effectively optimized daily playtime and improved retention rates. The goal was to get players hooked early and keep them coming back for more.
How Office Cat Achieved 209% D30 ROAS with Hidden Quests and Engagement Strategies

Client Overview

Hello Games, based in China, is a global gaming company that develops high-quality casual games and digital entertainment platforms. With a diverse portfolio that includes casual, simulation, and combat games, Hello Games has reached number one in game rankings across Asia, Europe, and the US, boasting over 50 million cumulative downloads.

Game Overview: "Hamtopia: Merge Dream Shopping Mall"

"Hamtopia: Merge Dream Shopping Mall" is a management simulation game featuring charming, cartoon-style illustrations and a lively rhythm-based puzzle format. Players run their own hamster shopping mall, expand their unique universe, and engage in merge games to earn points, providing a multifaceted gaming experience all within one title.

The Challenge:

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KPI: Achieve 50% D7 ROAS

Strategy & Solutions

To drive player engagement and optimize ROAS, "Hamtopia: Merge Dream Shopping Mall" implemented a comprehensive marketing campaign that blended various tactics, including banner ads, app pushes, and community-driven events.
1.
Targeted Banner Marketing and Time Quests
Leveraging the game's appeal to a female audience, targeted banner ads were utilized to boost user interest. To encourage playtime, daily rewards were offered through time quests, motivating users to log in and engage consistently. These time quests were continually showcased even after the initial D7 period to retain players.
Case Study: Hello Games Achieves 195% D30 ROAS for "Hamtopia: Merge Dream Shopping Mall" Through Targeted Marketing

Client Overview

Unico Studio, a company based in Turkey, was founded in 2018 and has since launched over 50 games, achieving 3 million DAU (Daily Active Users). With over 1 billion downloads, their portfolio includes popular brain-teasing puzzle games such as Brain Test All-Star: IQ Boost, Woody Sort: Ball Sort Puzzle, and 2248: Number Puzzle 2048, which have earned global acclaim for stimulating cognitive abilities and offering engaging puzzle-solving experiences.

About Brain Test: Challenging Puzzles

Brain Test: Tricky Puzzles is an addictive puzzle game designed to stimulate the mind with creative and engaging challenges. It appeals to players who enjoy IQ tests, problem-solving, and brain games. With its worldwide popularity, Brain Test has become one of the most recognized brain games, offering players a variety of tricky puzzles. When puzzles become too challenging, the game offers helpful hints, delivered in a fun and engaging way to encourage players to keep playing.

Objective & Challenge

The goal for this campaign was to achieve a D7 ROAS (Return on Ad Spend) of 100%. This meant not only attracting new users but also encouraging them to continue playing and engaging with the game over the long term.

Solution

Playio leveraged a combination of strategic in-game events to increase user engagement and maximize ROAS for Brain Test: Tricky Puzzles Two key strategies were used:
1.
Hidden Quests: This in-game feature rewards players with bonuses when they complete certain tasks, leading to higher participation and retention rates.
2.
Community Engagement with Certification Events: To keep users engaged, Playio facilitated certification events, such as the "Level 50 Achievement" contest, encouraging players to share their progress on the community board in exchange for rewards.
These efforts resulted in an impressive cumulative ROAS of 144.62%, far exceeding the original target.
Brain Test: Tricky Puzzles – How Playio Helped Achieve 144.62% Cumulative ROAS with Hidden Quests, Puzzle Events, and Community Engagement

Client Introduction

SuperPlanet develops and publishes its own games as well as promising titles for the global market, delivering exciting and fun experiences to gamers worldwide. The company has released various genres of mobile games, including casual, strategy, and simulation RPGs, achieving significant milestones such as the 2017 Mobile Game Star Awards Grand Prize, 2018 Google Play Best Game of the Year, 2018 Game Creation Audition Top 10, and 2019 Google Indie Games Program Top 4. Aiming to dominate the global gaming market with thrilling mobile games, SuperPlanet actively engages with global users through localization tailored to specific markets.

Playio CBT/FGT Overview

Before officially launching a game, Playio provides a unique advertising product that allows games to be tested by its user base. The key strengths of Playio's CBT (Closed Beta Test) and FGT (Focus Group Test) are precise user targeting and the flexibility to offer rewards based on needs. This approach ensures that users engage with specific gameplay areas for balance testing and participate in surveys, which helps gather in-depth feedback. Playio packages also include comprehensive reports post-CBT/FGT campaigns.

Enhancing Targeting and Securing High-Quality Users through Playio CBT

One of the significant advantages of Playio CBT is its ability to gather meaningful participant data even without offering additional rewards. Leveraging this, SuperPlanet focused on acquiring high-quality users. CBT campaigns were conducted for six games, including Boori’s Spooky Tales: Idle RPG, Boomerang RPG: Watch Out, Dude!, Battle Mage Idle, Delusion: Shadow Heroes, Hunter in Dungeon, and Level Up! before their domestic launch.
Given the predominance of idle games in their portfolio, SuperPlanet utilized Playio's platform to target suitable users and execute optimized campaigns. This approach helped selectively secure target users in the pre-launch phase.

Results

1.
User Retention and Viral Performance
Recognizing the need to activate communities and enhance viral marketing before launch, SuperPlanet conducted Playio CBT with a focus on virality. During the testing period, hidden quests and timed quests were introduced to monitor user activity and engagement patterns at specific times.
This strategy confirmed strong retention rates among participants, indicating positive outcomes in terms of user engagement and playtime. The data collected served as a crucial metric for preparing the game’s official release.
SuperPlanet: Strengthening Targeting and User Retention through Playio CBT

TREEPLLA Introduction

TREEPLLA specializes in casual tycoon games featuring feline-themed IPs such as Cat Snack Bar: Cute Food Games, Office Cat: Idle Tycoon Games, and Lumbercat: Cute Idle Tycoon. Approximately 98% of their mobile game downloads and revenue come from their cat-themed games.
In May 2024, alongside the launch of Office Cat: Idle Tycoon Games, TREEPLLA executed a Playio campaign in South Korea, achieving an impressive D30 ROAS of 209%. Building on this success, TREEPLLA extended the campaign to Japan, resulting in an even higher D30 ROAS of 234%.
(Last Campaign Case Study Link),
[Playio JP Case Study] TREEPLLA Achieves 234% ROAS through Playio Japan Campaign

About the Client

Founded in 2017, AppQuantum is a global mobile free-to-play game publisher. With over 240 million cumulative downloads, its flagship titles include Gold & Goblins, Idle Lumber Empire, and Idle Outpost. The company has carved out a niche in idle, tycoon, and casual RPG genres, achieving remarkable success in these categories.

About Gold & Goblins

Gold & Goblins is a 3D simulation idle merge game where goblins mine rocks to collect gold and treasures, restoring the glory of the mines. Players recruit more goblins, merge them to create stronger ones, and break through tougher rocks to discover gold and progress to the next mine. Players collect various cards to enhance their goblins’ abilities along the way.
Despite being launched several years ago, Gold & Goblins remains highly popular. In 2022 and 2024, it was ranked No. 1 globally and in the U.S. for revenue in the Idle Tycoon category, according to the AppMagic service.

Campaign Success: Gold & Goblins Achieves No. 1 Popular Game in Playio Taiwan

AppQuantum partnered with Playio Taiwan to execute a successful marketing campaign for Gold & Goblins. Similar to campaigns run by Playio Korea, this initiative utilized Time Quests and Hidden Quests. Hidden Quests, in particular, drove exceptional engagement and completion rates, achieving a ROAS of 97.5%.
1.
95% Completion Rate for Hidden Quests
AppQuantum’s Gold & Goblins Tops the Charts in Playio Taiwan

Client Introduction

Pujia8 LTD is a leading game publisher based in China, dedicated to bringing unique and creative games to players around the world. With over 40 million downloads, the company has achieved significant success in the global market. One of its most well-known titles is the DEEEER Simulator: Modern World series, which has gained popularity for its quirky concepts and distinctive sense of humor.

About <Island Times: Easy Life>

<Island Times: Easy Life> is an idle simulation game developed by Pujia8 LTD, featuring charming pixel art graphics. Players settle on a tranquil island where they can enjoy a peaceful rural lifestyle—growing crops, fishing in the sea, and raising animals like sheep and chicks. The game also offers exploration elements, including discovering hidden caves and interacting with fairies and pets to uncover the island’s secrets. With its cozy visuals and rich content, Island Times: Easy Life delivers a relaxing and immersive experience for players seeking both healing and joy.

Goals and Challenges

In games with a high proportion of in-game ads, longer playtime often leads to more ad impressions, which in turn contributes to higher ROAS. With this in mind, the campaign was designed with a primary focus on increasing both user playtime and ROAS as our KPIs.

Solution

1. Boosting Playtime and Retention with Time Quests

Playio’s Time Quests are designed to reward users for playing the game for a certain duration, naturally encouraging more in-game activity. By running a “Daily 30-Minute Play” Time Quest for Island Times: Easy Life, we successfully increased login frequency and overall playtime, which in turn maximized ad views and impressions. To further support long-term retention, the quest encouraged players to explore a wide variety of in-game content.

2. Enhancing User Engagement with Hidden Quests

Hidden Quests reward users for completing specific actions, guiding them to engage with various game features in an organic way.
In Island Times: Easy Life, players are meant to enjoy the slow-paced fun of growing and developing their farm. To reflect this gameplay loop, we implemented Hidden Quests tied to level milestones (Lv. 5, 10, 15, 20, 25), crop harvesting, ad views, and even in-app purchases. These quests offered players clear goals and motivations, fostering deeper immersion, consistent engagement, and long-term retention.
These quests were designed to motivate players by giving them clear goals, helping them naturally progress and immerse themselves in the game. As a result, we fostered habitual play and regular engagement, supporting sustained long-term retention.

Results

Island Times: Easy Life Achieves ROAS D14 200% in Playio Taiwan

Achieving 101% ROAS with High-Level Progression Strategy in <I9: Inferno Nine>

About the Client

Leniu Games is a global mobile game publisher known for delivering high-quality titles across multiple genres.
With immersive graphics and dynamic combat systems, the company has built a strong reputation among players worldwide.
Their portfolio includes several successful strategy RPGs and action titles, and they continue to cultivate a loyal fanbase both domestically and internationally.

About I9: Inferno Nine

I9: Inferno Nine is a hybrid action-strategy game where players join an elite squad called “Inferno Nine.”
The game challenges players to strategically combine unique characters and weapons to defeat increasingly powerful bosses through intense battles and tactical gameplay.
Its engaging combat mechanics and deep narrative design offer players a constant sense of achievement and challenge, making it particularly appealing to fans of both action and strategy genres.

Goals & Challenges

While the game offers various in-app purchase opportunities, its monetization model relies on players reaching a certain level of in-game progression before converting into paying users.
Achieving 101% ROAS with High-Level Progression Strategy in <I9: Inferno Nine>

Achieving 119% D14 ROAS with Quest-Based Optimization Strategy for DDDigger

About the Client

TRIPLLA is a mobile casual game developer loved by global players for its charming art style and intuitive gameplay, best known for titles like Cat Snack Bar and Cat Office.
With their distinctive art style and easy-to-learn controls, TRIPLLA creates familiar yet delightful experiences that appeal to a broad audience. The studio specializes in blending collection and growth mechanics to drive long-term player engagement.

About DDDigger

DDDigger is a casual adventure game where adorable aliens wield drills to dig through planets and uncover hidden secrets. Players engage in simple yet addictive gameplay such as battling underground monsters, upgrading equipment, and exploring diverse planets. The game's quirky universe, charming art, and compelling progression system deliver an experience that keeps users coming back for more.

Goals & Challenges

DDDigger is designed with a progressive content structure that unfolds through repeated gameplay, making the initial player experience critical for driving retention and conversion.
The campaign is focused on three key objectives:
1.
Foster early user engagement through a seamless and intuitive onboarding experience.
Achieving 119% D14 ROAS with Quest-Based Optimization Strategy for DDDigger