How SayGames achieved 1.9x more scale and grew US D7 ROAS by 26% with Unity Vector

SayGames is a leading hybrid-casual game publisher based in Cyprus with over 200 published titles and 8 billion downloads worldwide.[1] When SayGames set out to achieve additional scale for 2 of their leading hybrid-casual hits, they started running Ad Revenue ROAS and Hybrid (IAA + IAP) ROAS campaigns on Unity Ads powered by Vector.

Anastasiya Krestsinina, Head of UA Growth at SayGames, shares how Unity Vector, Unity’s AI user acquisition platform, helped drive growth for their leading titles. SayGames achieved 1.9x higher scale across their portfolio on Unity Ads, and a 26% increase in US D7 ROAS on average across 2 of their leading titles.[2]

When focusing on US growth, SayGames increased D7 ARPU for My Perfect Hotel on Android in the US by 50%, and boosted D7 ROAS for Tower War - Tactical Conquest on iOS in the US by 58%.[3]

Unlocking greater scale and optimizing US D7 ROAS

By working closely with the Unity team to refine their UA strategy on the Unity Ads network, SayGames launched Ad Revenue ROAS and Hybrid ROAS campaigns for 2 of their leading titles. Soon after launch, they achieved 1.9x more scale across all portfolios on Unity Ads, increased D7 ARPU for My Perfect Hotel on Android in the US by 50%, and grew US D7 ROAS by an average of 26% for Tower War - Tactical Conquest and My Perfect Hotel on both OS.[4]

Krestsinina notes, “Unity Ads powered by Vector has proven to be a powerful way to diversify our UA strategy. Vector’s ability to accurately provide delivery predictions helped drive strong performance while meeting our ROAS goals.”

Unity Vector demonstrates a deep understanding of players, games, and their interactions, helping drive stronger performance and growth for SayGames. Additionally, SayGames’ titles are built with the Unity Engine, and have now progressed through the full Unity growth loop, from creation to scale.

Accelerating growth for SayGames’ top titles

Unity Vector’s AI model led to measurable growth for SayGames’ top 2 titles, Tower War - Tactical Conquest and My Perfect Hotel, helping both titles scale while increasing D7 ROAS.

“The lift from Unity Ads powered by Vector unlocked additional scale for our top titles,” adds Krestsinina. “With Unity Vector, we delivered more relevant ads, reached the right users, and grew efficiently.”

By running IAP and Hybrid ROAS campaigns with Unity Vector, SayGames' strategy hit, Tower War - Tactical Conquest, was able to increase scale on Android in the US by 1.6x and uplift their D7 ROAS by 35% on the Unity Ads network.[5]

Unity Vector also drove strong results for My Perfect Hotel, SayGames’ top hotel management tycoon simulation hit. Running Ad revenue and Hybrid ROAS campaigns with Vector helped increase scale on Android in the US by 2.2x on Unity Ads, and boosted D7 ROAS by 19%.[6]

Optimizing campaign performance to drive growth

To maximize performance, the Unity team worked closely with SayGames to leverage Vector’s key data signals that drive higher ROAS and scalable growth. This included activating all install and post install events (including session, purchase, and ad revenue data), enabling lifetime in-app event postback windows, and setting up the latest version of Unity Ads SDK with the Android license key.

The Unity team also provided best practices to help optimize campaigns on Unity Ads, including sharing recommendations on how to set optimal ROAS goals and adjusting daily caps, establishing minimum daily caps by country tier, and prioritizing early scale to feed the algorithm with learnings.

Thanks to the Unity team’s strategic guidance, SayGames was also able to implement creative recommendations focused on timely rotation, diversifying the creative mix, increasing the number of creatives per campaign, and pushing standalone playable creatives, which are especially important for hybrid-casual advertisers. By implementing these steps, SayGames improved efficiency, accelerated learning, and unlocked additional scale.

SayGames’ portfolio continues to scale with Unity Vector, leading to its record-high spend on the Unity Ads network. Given these strong results, SayGames has increased their investment in user acquisition activity across additional Unity channels.

[1] Source: SayGames internal data.

[2] Source: Internal Unity Data, based on SayGames campaigns. D7 ARPU and D7 ROAS growth measured March 2025 vs October 2025 with Tower War - Tactical Conquest and my Perfect Hotel performance; scale determined by spend.

[3] Source: Internal Unity Data, based on SayGames campaigns. D7 ARPU and D7 ROAS growth measured March 2025 vs October 2025 with Tower War - Tactical Conquest and my Perfect Hotel performance; scale determined by spend.

[4] Source: Internal Unity Data, based on SayGames campaigns. D7 ARPU and D7 ROAS growth measured March 2025 vs October 2025 with Tower War - Tactical Conquest and my Perfect Hotel performance; scale determined by spend.

[5] Source: Internal Unity Data, based on SayGames campaigns. D7 ROAS growth measured March 2025 vs October 2025 with Tower War - Tactical Conquest performance; scale determined by spend.

[6] Source: Internal Unity Data, based on SayGames campaigns. D7 ROAS growth measured March 2025 vs October 2025 with Tower War - Tactical Conquest performance; scale determined by spend.