Springcomes is a mobile game developer and publisher based in Seoul, Korea. With a focus on quality and fun, the team has released over 50 titles - from casual games to more complex experiences.
Hit titles like Hello Town, Merge Sweets, Jewels Temple, Kingdom Wars, and Brick Breaker Star have reached over 200 million downloads across Springcomes’ portfolio, with a strong daily active user base of 2.5 million. Recently, the studio looked to scale their user acquisition while maintaining their ROAS targets for their Hello Town: Merge & Story and Merge Sweets titles.
To do so, Springcomes required a UA channel that could deliver high-quality, engaged users who would stay and play long after the initial install. They turned to Tapjoy from Unity, leveraging the Tapjoy offerwall and working with the Unity team to implement and support it.
After implementing the Tapjoy offerwall campaign, Merge Sweets saw a 300% increase in installs, a D7 IAP revenue increase of 18%, and D7 ROAS that surpassed 50%. Hello Town saw a D7 ROAS of 50% and a D30 ROAS of over 66%*. Read on for the full story.
There were several key benefits of the Tapjoy offerwall that led to Springcomes selecting the solution to help them meet both their UA and ROAS goals.
Tapjoy's Cost-Per-Engagement (CPE) model ensured they only had to pay for users completing specific in-app actions, like finishing the tutorial or reaching a specific level. This helped to guarantee that they were only paying for acquiring engaged users.
The flexible multi-reward structure of the Tapjoy offerwall allowed Springcomes to create layered missions, encouraging long-term engagement and improving retention. Tapjoy's extensive publisher network further enabled global campaign reach with precise audience targeting, expanding the user base in key markets.
The user-friendly dashboard allowed Springcomes’ UA managers to easily set up, manage, and monitor their campaigns, saving the team time and resources. The Unity team were also there from the start offering support to ensure the offerwall’s efficacy with continual optimizations based on real-time data and insights.
“For our UA needs, the Tapjoy offerwall was exactly what we were looking for. We were able to reach and retain high quality users at the most impactful moments of the player experience.”
- Hyeongmin Kim, CMO at Springcomes
Implementing the Tapjoy offerwall was a highly collaborative effort between the Unity team and Springcomes. Recognizing the value of expert guidance, Springcomes reached out to the Unity team during the planning phase for support and review. From this early stage, the Unity team assisted with testing and setting up the campaign to help ensure a smooth launch.
Throughout the implementation process, the Unity team provided recommendations to improve campaign performance. This included monitoring spend trends and recommending bid adjustments when spend dropped too low, as well as offering a dedicated team to identify and prevent fraud.
Putting the focus on efficiency, the Unity team worked to set-up the Tapjoy platform's user-friendly dashboard and self-service functions so Springcomes could manage campaigns independently and streamline workflows according to their needs.
After introducing the Tapjoy offerwall campaign’s self-service function, Merge Sweets saw a 300% increase in installs. Since then, Merge Sweets' D7 ROAS has exceeded 50%, and its D7 IAP ARPDAU in Q1 2025 increased by 18% compared to the previous quarter.
Similarly, Hello Town achieved a D7 ROAS of 50% during the same period and a D30 ROAS of over 66%.
With Tapjoy’s self-serve tools, Springcomes gained more control and efficiency in campaign execution, creating sustainable user growth for both Merge Sweets and Hello Town. By leveraging the CPE model, flexible multi-reward campaigns, and the expert support of the Unity team, Springcomes was able to acquire engaged users, achieve impressive ROAS, and fuel sustainable growth for their games. Due to these results, Springcomes has incorporated the Tapjoy offerwall into their UA strategy for future games.
*Source: Tapjoy from Unity. Disclaimer: The reported increases are based on Unity data from January-March, 2025.
