<Spirit King Quest> : Achieves up to 358% ROAS with Playio’s Dungeon Optimization Strategy!
About the Client
Eight Studio is a Korean mobile game developer recognized for its lineup of diverse idle RPG titles.
With intuitive progression systems and simple, approachable controls, the studio creates gameplay experiences that appeal to players of all ages.
Designed to deliver a sense of achievement even in short play sessions, Eight Studio’s games maintain strong player engagement through consistent updates and stable live operations.
By combining well-structured growth loops with accessible gameplay, the studio continues to solidify its position as a leading developer in the idle RPG genre.
About <Spirit King Quest>
<Spirit King Quest> is an idle collection RPG where players summon and upgrade spirits to progress through increasingly challenging stages.
Players form a party by combining spirits of various attributes and abilities, clearing stages, and facing stronger enemies as they advance.
The game features fully automated battles, making it highly accessible, while offering rich progression systems such as spirit leveling, ascension, and equipment enhancement to provide rapid growth and satisfaction.
Its strategic elements — including spirit composition and attribute synergy — naturally encourage repeated play, while the game’s structure rewards frequent logins by accelerating combat power over time.
Goals & Challenges
As an idle growth RPG, early-stage gameplay heavily influences long-term retention and monetization.
For the KR / JP / TW campaign, two main KPIs were defined:
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Increase installs – Expand new user acquisition and secure a larger early funnel
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Improve ROAS – Strengthen the growth-based gameplay loop to naturally drive purchases and ad revenue
Because combat power in <Spirit King Quest> increases rapidly with time invested, ensuring sufficient early-stage playtime was essential.
The key challenge was designing an operational strategy that:
Motivates progression through clear growth milestones
Encourages repeated logins and stable daily activity
Guides users smoothly through the stage → growth → purchase flow from the beginning
Solution
1. Time Quest to Encourage Repeat Logins
Time Quests reward users for playing a certain amount of time—an especially effective approach for securing early engagement in idle RPGs.
A “Play for 30 minutes” Time Quest was implemented to ensure users spent enough time interacting with early content.
This helped users understand the core growth loop quickly, naturally leading to repeated daily sessions.
2. Growth-Driven Hidden Quests to Sustain Long-Term Play
Hidden Quests reward users for completing key in-game actions, helping guide them through the game’s primary content.
<Spirit King Quest> adopted growth-based milestones for its Hidden Quests:
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Reach Levels 10 / 20 / 40 / 60
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Complete an in-app purchase (repeatable)
By presenting clear progression targets, users were motivated to continue playing, while the repeatable purchase quest lowered the barrier to monetization and significantly improved ROAS.
3. Community Purchase Verification Event
A community-based purchase verification event was conducted to encourage further engagement and stimulate additional purchase behavior.
By sharing their achievements, users strengthened their emotional attachment to the game and increased their likelihood of making repeat purchases.
4. Playio Dungeon to Drive Rapid Install Growth & Performance Lift
The campaign also utilized the Playio Dungeon, a cooperative quest system placed in a high-exposure area of the app to trigger rapid installs and targeted user actions.
Playio Dungeon is designed to accelerate user acquisition and guide users quickly into key gameplay milestones through cooperative mission structures.
Through Dungeon operations, the campaign achieved:
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An increase in new user acquisition
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Faster entry into core game content
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Higher Quest completion rates
These improvements ultimately improved overall ROAS.
Results
The Spirit King Quest campaign applied a unified operational strategy across KR, JP, and TW, targeting both install growth and ROAS improvement.
By packaging Time Quests, Hidden Quests, community events, and Dungeon placement into a single approach, the campaign delivered a highly optimized user journey suitable for growth-driven idle RPGs.
Metric | GEO | D1 | D7 | D14 | ROAS (Post D14) |
Retention | KR | 82% | 62% | 48% | 181% |
Retention | JP | 71% | 51% | 42% | 358% |
Retention | TW | 62% | 41% | 33% | 222% |
Despite using the same operational approach across all three regions, the campaign consistently delivered strong ROAS and retention improvements.
This demonstrates that when the operational strategy aligns well with the game’s structure, stable and scalable performance can be achieved regardless of the market.
If you have any questions or would like to learn more, feel free to contact us anytime.
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