Homa is a leading mobile game publisher based in France, renowned for hit titles including All in Hole, Sky Roller, and Aquarium Land. Among the first to launch UA campaigns on Unity Ads powered by Vector, Unity’s AI user acquisition platform, Homa saw strong performance with their D7 ROAS campaigns for All in Hole. This success positioned Unity Ads as a top-performing network for the game.
When Homa wanted to continue scaling All in Hole by reaching users with high LTV and retention, the Unity team onboarded Homa as one of the early testers running D28 IAP ROAS campaigns with Unity Vector. Adrien Caiazzo, Lead User Acquisition Manager at Homa, in collaboration with Valerie Pacheco, Senior UA Manager, shares how Vector helped drive 3x higher game-level scale, increased D28 ARPU by 14%, and boosted D28 retention by 63%.[1]
The challenge:
Homa sought to scale All in Hole by reaching more users with higher retention and strong long-term value.
The solution: By running D28 IAP ROAS campaigns with Vector AI alongside D7 IAP ROAS campaigns, Homa unlocked new audience segments for incremental growth, captured both short- and long-term value, and maximized overall returns.
*Source: Internal Unity Data, based on Homa campaigns. D28 ARPU and D28 retention growth measured based on data comparison to D7 IAP ROAS campaigns from June 2025 to December 2025; scale determined by spend.
In June 2025, Homa launched their first D28 IAP ROAS campaign with Unity Vector and quickly achieved 3x more game-level scale.[2]
Caiazzo explains, “All in Hole’s long-term growth depends on finding and engaging the highest‑value players for our games, and Vector AI has been instrumental in making that happen. As a result, we built incremental scale on top of what our D7 ROAS campaign was already delivering and unlocked a new audience segment of long-term, highly engaged users,” adds Caiazzo.
Scaling All in Hole at the game level confirmed that Homa’s D28 IAP ROAS campaigns and concurrent D7 IAP ROAS campaigns complement one another. Working in tandem, each campaign type delivered strong, sustained performance.
While D7 IAP ROAS campaigns focus on users most likely to make purchases in the app within the first week after install, D28 IAP ROAS campaigns capture users delivering high value over weeks. By running both campaign types simultaneously, Homa unlocked new user segments that delivered incremental scale, capturing both short-term and long-term value, and maximizing overall returns.
“We built All in Hole with the Unity Engine and now we’re growing with Unity Vector. By leveraging Unity’s full ecosystem we’ve driven incremental scale, reached the right players for our game, and achieved sustainable growth,” notes Caiazzo.
After launching their D28 IAP ROAS campaign, Homa drove a measurable increase in D28 ARPU, reinforcing Vector’s ability to generate incremental value over a longer window. As a result, Homa saw a 14% uplift in D28 ARPU on Android in the US, compared to the D7 IAP ROAS campaign over the same period.[3]
Caiazzo shares, “While our D7 IAP ROAS campaign continues to reach users who convert immediately, our D28 IAP ROAS campaign attracts users who generate high value over a longer period, maximizing our total return.”
Homa boosted D28 retention by leveraging their D28 IAP ROAS campaign to effectively target long-term, engaged users on Android in the US. With Vector, they drove a 63% uplift in D28 retention performance, underscoring Vector’s strength in reaching users with sustained engagement over time.[4]
Caiazzo comments, “With Vector, our D28 IAP ROAS campaign reached the right users who stayed longer, significantly boosting D28 retention.”
To maximize performance, the Unity team collaborated closely with Homa to leverage Vector’s key data signals that drive higher ROAS and scalable growth. This included daily budget recommendations and monitoring and adjusting target ROAS for each campaign.
Caiazzo notes, “The Unity team’s support played a key role in our success. They shared the latest best practices that led to increased scale and ROAS, and their data analysis helped us make informed decisions throughout testing and optimization.”
The Unity team also provided best practices to optimize campaigns on Unity Ads, including creative recommendations focused on timely rotation, diversifying the creative mix, and increasing the number of creatives per campaign. Creative refresh and expanding geo coverage for the D28 IAP ROAS campaign helped improve results.
“We found that reaching out for higher-quality installs through a longer conversion window calls for budget adjustments and monitoring. An ongoing refresh of creatives and broader geo coverage enabled Vector to learn quickly and ultimately helped us reach our goals,” adds Caiazzo.
While All in Hole represents a key milestone, it is just the beginning, not the peak, of Homa’s ambitions. Scaling on Unity Ads will be a top priority for Homa’s new titles in 2026, with plans to double monthly spend on the Unity Ads network by year-end.
[1] Source: Internal Unity Data, based on Homa campaigns. D28 ARPU and D28 retention growth measured based on data comparison to D7 IAP ROAS campaigns from June 2025 to December 2025; scale determined by spend.
[2] Source: Internal Unity Data, based on Homa campaigns, June 2025 vs. December 2025. Scale determined by spend.
[3] Source: Internal Unity Data, based on Homa campaigns. Cohorted D28 ARPU & D28 retention measured June 2025 to December 2025.
[4] Source: Internal Unity Data, based on Homa campaigns. Cohorted D28 retention measured from June 2025 to December 2025.
