How Actionfit increased ARPU 111% for puzzle game Drop The Cat

Actionfit is a mobile game publisher based in Korea focused on creating casual experiences for global audiences. When the team set out to scale their logic puzzle title Drop The Cat from soft launch through to global launch, they needed to validate long-term performance and ensure profitable growth.

They turned to Unity Ads powered by Unity Vector.

Challenge:

Actionfit looked to scale their user acquisition for Drop The Cat while simultaneously optimizing for long-term retention and late-game ROAS to ensure profitable growth.

Solution:

Utilize the range of Unity Ads ROAS campaigns, including D7 IAP, D7 IAA, Hybrid, and D28 IAP ROAS.

Hyekang Seo, UA Lead at Actionfit, shares how Unity Ads campaigns, powered by Unity Vector, enabled the publisher to validate long-term monetization potential and optimize growth across campaign types - in particular D28 IAP ROAS campaigns.

Validating long-term growth potential with Unity Vector

As a casual publisher, Actionfit’s user acquisition (UA) strategy focuses heavily on long-term value, with titles that monetize through both in-app advertising (IAA) and in-app purchases (IAP). Optimizing for later-game ROAS and retention is vital to sustainable growth.

From the outset of scaling Drop The Cat, Actionfit aimed to ensure that they were acquiring users who would play and spend deep into the game. The team used Unity Ads powered by Unity Vector to test marketability from the earliest launch stages.

Unity Vector is designed to leverage data from across the Unity ecosystem to drive growth, connecting the right players with the right games through better delivery predictions for each campaign type. That means a more effective way to test marketability, identify high-value users, and scale with greater precision while maintaining ROAS targets.

Starting in mid 2025, the Actionfit team expanded into D7 ROAS campaigns in August to begin optimizing for revenue outcomes.

By the end of the year, the team began testing D28 IAP ROAS campaigns, giving them the ability to optimize toward longer-term value signals such as D28 ROAS, retention, and ARPU.

Actionfit also adopted Unity’s simplified ROAS onboarding feature for ROAS campaigns, enabling them to activate ROAS optimization more efficiently when launching new campaigns and expanding into new countries without additional setup work.With this feature, for geos beyond Korea and Japan, Actionfit could continue using this workflow across both new and existing titles, maintaining a consistent UA process.

Beyond immediate monetization performance, these features helped Actionfit use Unity Vector to assess the title’s long-term LTV potential, as demonstrated by strong late-game retention, and scaling opportunities across platforms and markets.

Using multiple ROAS strategies to optimize by market and monetization model

By implementing and testing a wide range of Unity Ads campaign types, Actionfit aligned campaign optimization with their monetization goals at each growth stage and avoided over-reliance on a single ROAS signal.

Because Unity Vector supports IAP, IAA, and hybrid monetization models, Actionfit was able to evaluate performance across each ROAS setup and activate the campaign types best suited to their goals in each region.

Actionfit also leveraged Unity Ads’ Multi-Country Budget feature to group campaigns by region, giving the team greater control over budget allocation and optimization per market from a single campaign. With support from Unity, they used reporting dashboards to analyze campaign performance across dimensions including country, platform, and post-install window, enabling more informed, faster optimization decisions.

Driving stronger long-term ROAS performance on iOS and Android

The most meaningful results came from comparing the new D28 IAP ROAS campaigns with previous D7 IAP ROAS campaigns for Drop The Cat in the US, where long-term value was the priority.

For iOS, Actionfit’s D28 IAP ROAS campaign delivered 39% higher D28 ROAS, 88% higher D28 retention, and 111% higher D28 ARPU*. These results demonstrate the D28 IAP ROAS Optimizer’s ability to generate longer-term value by acquiring users who retained better and generated substantially more revenue over time than users acquired via D7 IAP ROAS campaigns.

Similarly, the publisher’s Android campaigns were able to deliver significantly better retention results with the D28 IAP ROAS Optimizer, reinforcing the value of optimizing on later signals. In the US on Android, Actionfit’s D28 IAP ROAS campaign achieved a 46% higher D28 retention, as well as increasing D28 ROAS by 2%, compared to the D7 IAP ROAS campaign**.

Why these results matter: Strong late-game retention drives long-term profitability

Compared with only using the D7 IAP ROAS Optimizer, the D28-optimized approach was able to significantly improve long-term retention and ROAS growth.

For Actionfit, stronger D28 retention and D28 ROAS were especially meaningful because they exceeded internal revenue targets. These KPIs enabled the publisher to validate Drop The Cat’s long-term monetization potential, demonstrating that the game could scale profitably over time.

Following these results, Actionfit has since expanded its implementation of the D28 IAP ROAS Optimizer, moving to utilize it across its entire portfolio of games.

*Source: Internal Unity Data, based on Actionfit iOS campaigns. D28 ARPU, D28 ROAS, and D28 retention growth measured December 2025 vs February 2026 with Drop the Cat performance. Your results may vary depending on specific factors, such as user behavior, platform, region, and implementation.

**Source: Internal Unity Data, based on Actionfit Android campaigns. D28 retention growth measured January 2026 with Drop the Cat performance. Your results may vary depending on specific factors, such as user behavior, platform, region, and implementation.