Hello Kitty My Dream Store Achieves Up to 3x Higher ROAS vs. Market Average
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About the Client
ACT Games is a Korea-based game developer and publisher that offers a diverse portfolio of titles, including games built on globally recognized character IPs.
The company seamlessly integrates familiar characters and story worlds into gameplay, focusing on genres that combine decoration, collection, and puzzle elements.
ACT Games is known for designing content that allows players to naturally experience the identity and emotional appeal of each IP, creating harmony between character-driven elements and core game systems.
About Hello Kitty My Dream Store
Hello Kitty My Dream Store is a merge puzzle game based on Hello Kitty and Sanrio characters.
Players begin with a small shop and gradually expand it by placing furniture and decorative items to create their own customized space. Built on classic merge puzzle mechanics, the game lets players combine items to level up and unlock new content.
With a diverse lineup of Sanrio characters, players can assign staff members, decorate their store, and continue expanding as they progress through the game.
Goals & Challenges
The KR / JP / TW campaign for Hello Kitty My Dream Store was launched with the primary objective of achieving ROAS KPIs.
As the game progresses through shop expansion and level-based growth, players must reach specific milestones to fully experience the depth of progression and content.
Based on this structure, the campaign was designed with the following objectives:
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Enable smooth onboarding during the early stage
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Provide clear progression goals by level tier
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Create a structure that naturally connects ad engagement with in-app purchase behavior
Solution
1. Strengthening Play Engagement Through Time Quests
Time Quests reward users for playing the game for a set duration.
To ensure players had sufficient time to experience the core systems and progression structure, a “30-Minute Play” Time Quest was implemented. Since merge puzzle games unlock content progressively through item combinations, it is critical to guide users naturally toward key progression milestones.
The Time Quest encouraged users to follow the content flow organically, laying a foundation for deeper-level progression and subsequent ad engagement and purchase activity.
2. Level-Based Hidden Quest Design
Hidden Quests reward users upon completing specific in-game actions, guiding them through the core content experience.
For this campaign, the following missions were implemented:
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Reach Levels 5 / 8 / 10 / 15 / 20 / 30 / 40 / 45 / 55
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Ad View Mission (Repeatable)
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In-App Purchase Mission (Repeatable)
Level-based quests were structured across early-, mid-, and late-stage progression to provide continuous achievement motivation and encourage long-term engagement.
The repeatable mission structure maximized ad exposure while lowering purchase barriers, strengthening both IAA (in-app advertising) and IAP (in-app purchase) revenue streams.
3. Female User Targeting Strategy
Given the Hello Kitty IP and the game’s decoration- and puzzle-focused structure, the campaign prioritized female user targeting.
By focusing on audience segments with high IP affinity and genre preference, the campaign built an efficient conversion funnel that led to:
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Stabilized early retention
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Increased ad engagement
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Improved in-app purchase conversion
Results
The campaign successfully achieved ROAS KPIs across all three markets (KR / JP / TW).
Compared to the average ROAS of other media channels, the campaign delivered:
GEO | Performance |
KR | 3x Higher |
JP | 2.5x Higher |
TW | 1.9x Higher |
This campaign demonstrates how a targeting strategy aligned with IP characteristics and genre structure can stabilize funnel conversion when combined with structured level-based missions and repeatable engagement mechanics, and drive ROAS up to 3× higher than market averages.
If you have any questions or would like to learn more, feel free to contact us anytime.
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