Achieved 108% ROAS in Just 2 Weeks!
About the Client
TREEPLLA is a mobile casual game developer known for titles like Cat Snack Bar and Cat Office, which feature charming art styles and intuitive gameplay.
With emotionally resonant visuals, intuitive controls, and a well-balanced blend of collection and progression systems, the company delivers globally appealing game experiences and excels at keeping players engaged for the long term.
About Lucky Hero
Lucky Hero is an idle RPG set in a fantasy world where players progress through stages and grow their heroes.
The game features an auto-battle system, stage-based progression, equipment upgrades, skill unlocks, and character enhancements. Players are encouraged to take on increasingly challenging content as they advance.
Built on an “idle reward system,” Lucky Hero continues to generate in-game resources while the player is offline. Daily missions, ad rewards, and in-app purchase options are organized into repeatable loops to drive consistent engagement and monetization.
Goals & Challenges
Due to its idle RPG nature, Lucky Hero becomes more engaging as users grow familiar with its progression structure over time. To maximize campaign performance in Korea, the following goals were set:
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Improve early user adaptation and engagement to optimize retention
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Encourage repeated sessions to drive organic ad views and purchases
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Design quest structures around stage progression to expand content exposure and boost ROAS
Solution
1. Time Quests to Boost Session Duration
Time quests are structured to reward users after a certain amount of in-game time, helping extend session length and support habitual gameplay.
In this campaign, we implemented a “Play 30 minutes (3 times a day)” time quest to encourage multiple play sessions per day.
This helped users quickly familiarize themselves with the game and build daily engagement routines.
2. Step-Based Hidden Quests
Hidden quests reward players for completing specific objectives and are designed to naturally guide players through core content.
For Lucky Hero, we created a series of hidden quests based on stage completions
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Complete the tutorial
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Clear Stages 3, 4, 13, 45, 88, and 137
By gradually increasing the difficulty, the quests encouraged consistent progression and provided a sense of achievement that contributed to long-term retention.
3. Recurring Conversion Quests Loops
To boost ROAS, we strategically incorporated quests that encouraged repeat conversions
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Ad Watch Quests: Designed to be repeatable, maximizing ad exposure
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In-App Purchase Quests: Lowered payment barriers by offering rewards for repeat spending
These quests allowed players to engage with monetization mechanics in their own preferred way, positively impacting both retention and revenue metrics.
Results
The Lucky Hero campaign achieved the following performance
Metric | D1 | D7 | D14 |
ROAS | 29% | 83% | 108% |
Retention | 79% | 63% | 52% |
With ROAS exceeding 100% within just two weeks, the campaign demonstrated how a well-structured quest system can drive meaningful business outcomes for casual RPGs.
The combination of time quests and stage-based hidden quests proved to be a particularly effective strategy—one that can be applied to similar genres for optimal performance.
If you have any questions or would like to learn more, feel free to contact us anytime.
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