Change the World Inc (CTW) is Japan’s leading IP game platform company known for their HTML5 anime hits, including Vivid Army, So I’m a Spider, So What?, and Queen’s Blade Limit Break. Users engage with CTW’s web-based games directly from their own G123 platform. When CTW wanted to scale Vivid Army, the Unity team recommended launching Tapjoy from Unity’s Cost Per Action (CPA) campaigns to reach new high-value users.
Kazuhiro Abeta, Senior Marketing Manager, explains how launching CPA campaigns with Tapjoy helped drive incremental growth, delivering 4x higher ROAS than non-reward based advertising channels, and exceeding their D30 ROAS goal by 150%.¹
Driving conversions and engagement with CPA campaigns
Abeta notes, “Since we began working with Unity in 2022, we’ve built a close working relationship founded on trust. So when it was time to scale Vivid Army, we knew the Unity team would help grow our game by expanding our UA strategy. Our close collaboration with the Unity team has allowed us to drive strategic demand."
“While we had successfully introduced Vivid Army to new users, we wanted to reach even more high-value users and deepen their engagement. That’s when the Unity team recommended running CPA campaigns with Tapjoy,” says Abeta.
“We were drawn to the fact that CPA campaigns offer a low risk way to drive conversions. Running this type of campaign on the Tapjoy offerwall stood out as a perfect fit, thanks to Tapjoy’s ability to reach and engage users who love our games and our IP content,” Abeta shares.
Exceeding D30 ROAS goals by 150% with CPA optimization¹
CTW worked with the Unity team to launch their first CPA campaign, selecting the completion of level 100 as their initial conversion goal. They then tested different events to find the one that delivered the best ROAS, and adjusted bidding options to maximize results.
With the help of Tapjoy’s internal offerwall dashboards, CTW was able to make data-driven adjustments to enhance ROAS. The Unity team also guided CTW on the differences between each OS, including differences in user behavioral patterns and revenue. As a result, CTW began distributing offers with distinct conversion points and bid amounts on each OS.
Abeta comments, “Because Tapjoy's offerwall ranking dynamically changes based on bid amounts and conversion rates, we were able to tailor our bids and conversion points for our game and designated geos. We started off the campaign more conservatively with lower bids and monitored them for 1-2 days.”
“Once we saw strong ROAS results, we increased the bid amount to drive even better results. We also increased our engagement criteria to the completion of level 120, in order to take players deeper into the game. Together, these strategic optimizations led to us exceeding our D30 ROAS goal by 150%,” Abeta explains.
Driving 4x higher ROAS compared to non-rewards advertising channels¹
After seeing strong ROAS results in the US, Japan, South Korea, Hong Kong, and Taiwan, the Unity team recommended running the campaign in additional geos. CTW soon expanded the campaign to more English-speaking countries, Asia, and South America.
Next, CTW and the Unity team monitored and optimized offerwall rankings in these new geos to ensure strong visibility in every country. As a result, CTW saw that Tapjoy helped deliver 4x higher ROAS compared to non-rewards advertising channels used by CTW.¹
Abeta notes, “Expanding our ads globally aligned perfectly with our ‘play games anytime, anywhere’ philosophy. Not only were we able to reach and engage brand new segments of high-quality users across geos, Tapjoy outperformed all other advertising channels - consistently driving higher ROAS.”
Expanding CPA campaigns to 15 additional titles
After successfully scaling Vivid Army, CTW collaborated with the Unity team to roll out CPA campaigns across 15 more titles. Over the last 3 years, CTW has significantly grown its ad spend on Tapjoy and considers Unity to be integral to their strategic growth.
In the future, CTW aims to expand their CPA campaigns to additional regions, including T1, T2, and T3 geos. They also plan to incorporate CPA campaigns into the launch strategy for their new titles.
1. Data gathered from Unity/Tapjoy CPA campaigns for CTW from January 2024 - January 2025.
