Wonder Group is a leading Chinese mobile game studio known for their puzzle hits including Girl Rescue: Dragon Out! and Screw Away: 3D Pin Puzzle. When Wonder Group wanted to increase traffic to Screw Away: 3D Pin Puzzle, they worked with Unity to run Daily Rewards Cost Per Engagement (DR-CPE) campaigns with Tapjoy from Unity’s tROAS optimizer.
Luting Li, Wonder Group’s Game Publishing Lead, breaks down how their DR-CPE campaigns drove performance and scale, delivering a 76% lift in D7 ad revenue ARPU, a 50% increase in D7 ROAS, and an 8% uptick in D1 retention.*
The challenge:
Wonder Group wanted to grow its IAA-based puzzle with high-quality users while avoiding manual offer optimization.
The solution:
Running Daily Rewards Cost Per Engagement (DR-CPE) campaigns with the tROAS optimizer removed the need for manual optimization, driving more precise bidding, higher performance, and greater scale.
Increasing D7 Ad Revenue ARPU by 76%
Wonder Group wanted to scale their IAA-based puzzle hit, Screw Away: 3D Pin Puzzle, but faced limited bandwidth to implement manual campaign optimizations across multiple channels. To address this challenge, the Unity team recommended leveraging the tROAS optimizer on their DR-CPE campaign, given its ability to automate processes and deliver against KPI goals.
With Daily Rewards, Wonder Group saw improved performance and greater scale. Thanks to the tROAS optimizer, they were able to automate their processes and exceed their KPIs, leading to an increase in D7 Ad Revenue ARPU of 76%.**
Li adds, “With Tapjoy’s tROAS optimizer, we benefited from more precise bidding, eliminated manual offer optimizations, and freed up more time and resources for our team.”
Li notes, “The tROAS optimizer was able to predict revenue on a user level, allowing for more accurate bids based on our ROAS goals.”
Li shares, “We’ve worked closely with Unity for nearly four years, building a relationship grounded in trust. So when it was time to scale Screw Away: 3D Pin Puzzle, we knew the Unity team would recommend the right strategies for us to not just scale, but to drive retention.”
As a result of implementing these strategies, Wonder Group boosted D1 retention by 8%.*** “With Daily Rewards we’ve been able to drive engagement, loyalty, and long-term value by encouraging returns to our game each day,” Li notes.
“Running this type of campaign on Unity’s offerwall stood out as a perfect fit, as it encourages users to return to our app each day to earn more rewards while they progress through levels in our game,” adds Li.
The Unity team worked closely with Wonder Group to onboard the tROAS optimizer and optimize DR-CPE campaign performance, helping drive a 50% increase in D7 ROAS.**** This included ensuring clean data integration and revenue accuracy with the MMP, aligning the dashboard, and configuring the offer based on best practices.
Li notes, “The Unity team walked us through how the tROAS optimizer allocates Daily Rewards pricing more intelligently by predicting revenue at the request level and bidding to a ROAS goal.”
The Unity team ensured the offer followed best practices: full MMP postbacks, a D7 goal aligned with observed performance, and no list restrictions. They also worked with Wonder Group to increase the budget in order to give the feature room to explore.
To account for varying level difficulty in Screw Away: 3D Pin Puzzle, the tROAS optimizer shifted from even bid splits to an automatic bid allocation by revenue curve with lower bids in early tiers and higher bids in later tiers. This move helped increase the value that users generated. During the learning phase of implementation, the Unity team closely monitored performance and made prompt adjustments when needed.
Li concludes, “The tROAS optimizer gave us more precise user-level bidding by predicting revenue on each request and bidding to our ROAS goal. It also improved our payout structure by automatically generating bids that bucket levels according to our offer’s revenue curve. As a result, we were able to increase our spend while increasing our D7 ROAS by 50%.”
Following the DR-CPE success with Screw Away: 3D Pin Puzzle, Wonder Group plans to onboard the tROAS optimizer to more Daily Rewards offers. They’re also exploring the use of DR-CPE campaigns to scale additional titles in their portfolio.
*Source: Internal Unity Data, based on Wonder Group campaigns. D7 Ad Revenue ARPU, D7 ROAS, and D1 retention growth measured September 2025 vs November 2025.
**Source: Internal Unity Data, based on Wonder Group campaigns. D7 Ad Revenue ARPU growth measured September 2025 vs November 2025.
***Source: Internal Unity Data, based on Wonder Group campaigns. D1 retention measured September 2025 vs November 2025.
****Source: Internal Unity Data, based on Wonder Group campaigns. D7 ROAS growth measured September 2025 vs November 2025.
