<Rent Please!-Landlord Sim> : Achieved up to ROAS 253% with Female Targeting & Quest-Based Strategy
About the Client
Shimmer Games is a mobile game developer specializing in casual simulation titles with a growing global portfolio.
The studio focuses on delivering simple yet polished gameplay experiences that can be enjoyed by a wide range of audiences.
Its games are known for incorporating everyday experiences into realistic themes, and through consistent updates and stable live operations, Shimmer Games continues to strengthen its presence in both domestic and global markets.
About <Rent Please!-Landlord Sim>
Rent Please! – Landlord Sim is a management simulation game where players expand their assets through building investments and rental income.
Starting with a small apartment, players can gradually upgrade to shops, offices, and skyscrapers,
increasing profits and growing into a true “landlord tycoon.”
The game features simple tap mechanics and an intuitive upgrade system,
providing a quick sense of progression and reward even during short sessions—
making it a perfect casual game for everyday play.
Goals & Challenges
The Rent Please! – Landlord Sim campaigns across Korea (KR), Japan (JP), and Taiwan (TW) were launched with a focus on driving ROAS growth.
In management simulation games, once players become familiar with the gameplay structure and establish a consistent play routine, ROAS tends to improve steadily.
With this in mind, the campaign focused on encouraging repeated sessions and extending overall playtime.
Additionally, simulation games are built around management and operational systems, which generally resonate more with female audiences.
The campaigns were strategically designed to target female audiences, maximizing efficiency within the IAA model and driving stronger ROAS performance.
Solution
1. Strengthening Play Routines through Time Quests
Time Quests reward players for playing beyond a set duration.
In this campaign, players were encouraged to log in multiple times a day, increasing both total playtime and ad exposure frequency.
This approach reduced early-stage drop-off and contributed directly to higher ROAS.
2. Driving Conversions through Hidden Quests
Hidden Quests reward players for completing specific in-game actions,
naturally guiding them toward experiencing the game’s core content.
In Rent Please! – Landlord Sim, two types of Hidden Quests were introduced: a progressive quest chain linked to levels 6, 7, 8, 9, 10, and 13 — designed to sustain player engagement and foster a sense of achievement as they advanced — and repeatable in-app purchase quests that encouraged users to reattempt monetization challenges multiple times.
This structure effectively encouraged purchase behavior while sustaining ad engagement, resulting in a more stable ROAS model that balanced IAP and IAA revenue streams.
3. Female Audience Targeting
Management simulation games — driven by operational and management-oriented systems — typically demonstrate higher engagement among female players.
Building on this insight, the campaign targeted female audiences and integrated both Time and Hidden Quests to further enhance ROAS performance.
Results
By combining genre-appropriate targeting and quest operations,
The Rent Please! – Landlord Sim campaigns across three markets achieved the following results:
Metric | GEO | D0 | D1 | D7 | D14 | Post D14 |
ROAS | KR | 36% | 51% | 132% | 180% | 237% |
ROAS | JP | 55% | 80% | 178% | 206% | 253% |
ROAS | TW | 30% | 46% | 105% | 125% | 173% |
These campaigns successfully enhanced ROAS performance by combining a female-targeting strategy with quest-based operations, showcasing an effective operational approach optimized for the simulation genre.
If you have any questions or would like to learn more, feel free to contact us anytime.
Marketing by Playtime!
Business Inquiries: sales@gna.company