IEC Games is a hyper-casual game publisher based in Vietnam. Founded in 2015, they’re known for hyper-casual puzzle hits like Ball Sort Puzzle, Water Connect Puzzle, and Tiny Kingdom.
IEC Games previously achieved positive results scaling their Water Sort Puzzle with the ironSource offerwall, so when the studio transitioned to Unity’s Tapjoy offerwall and wanted to acquire more high-LTV users for their Bubble Sort Color Puzzle game, the Unity team recommended new ways to maximize their UA strategy. Đàm Thị Kim Oanh, Head of UA at IEC Games, explains how implementing the Tapjoy offerwall as part of their UA strategy increased D7 ROAS by 40%.
Implementing the Tapjoy offerwall
Our hyper-casual titles at IEC Games have achieved measurable UA success with Unity. When we had the opportunity to advertise with another Unity product, the Tapjoy Offerwall, we jumped at the chance to generate even stronger results. The Offerwall allows users to voluntarily engage with ads that interest them in exchange for a reward, and offers a prime opportunity to direct high-intent users to our game.
As a hyper-casual developer, we recognized immense potential in Tapjoy’s CPE campaigns to help us scale by tapping into a high-intent user base, including expanding our reach to casual game players. Because offerwall offers also provide a chance to increase retention and optimize our UA activity much more than with standard CPI campaigns, we were excited to see how it could drive growth and improve our ROAS.
As a hyper-casual developer, we recognized immense potential in Tapjoy’s CPE campaigns to help us scale by tapping into a high-intent user base, including expanding our reach to casual game players.
Optimizing our offerwall UA strategy
Maximizing Tapjoy’s offerwall features and placing trust in Unity’s expertise, we made the most of our UA strategy. Working closely with our Account Manager, we developed a plan to strengthen our campaigns with best practices tailored specifically for hyper-casual games. We exponentially increased our D7 ROAS by 40% with the following these steps:
Source bidding for our genre
The Unity team introduced us to source bidding, and then helped with its implementation. We determined genre-specific trends and focused on the sources most likely to drive performance. Then, we monitored scale and ROAS on a daily and weekly basis to see where more optimization could be done.
Using a simple metric like the D7 ROAS, we had a more granular view into each bid, allowing us to determine which sources were actually performing for us, and which weren’t. We raised our bids on sources that were showing high ROAS and decreased bids where we weren’t seeing great performance. Applying this strategy, we increased our bids with a focus on higher performance sources by 20%.
A/B testing our creatives
In order to stay competitive and attractive to new users, our Unity Account Manager also helped us A/B test our creatives, ensuring our designs were relevant and our copy was engaging. With access to Tapjoy’s deep insights on these creatives, we were able to clearly understand our campaign performance. This put us in the best position to optimize our growth.
Increasing D7 ROAS by 40%
Thanks to the strength of the Tapjoy Offerwall and the Unity team’s expert advice, we have transformed our UA. Together, we were able to seamlessly work across geos to diligently monitor our campaign progress and integrate best practices, significantly increasing our D7 ROAS by 40%.
Together, we were able to seamlessly work across geos to diligently monitor our campaign progress and integrate best practices, significantly increasing our D7 ROAS by 40%.
We look forward to reaching even more users as Tapjoy expands to more geos, and to seeing how the Tapjoy Offerwall can continue to accelerate our growth.
