MegaJoy Studio, a hyper-casual game publisher based in Vietnam, has achieved global reach with popular titles like Star Girl: Love Story and Cat Puzzle: Draw to Kitten, with its most successful game being Role Swap: Tricky Puzzle. Facing the challenge of boosting revenue while maintaining a high-quality user base, MegaJoy got started with LevelPlay mediation and the ironSource Ads ROAS optimizer.
In this case study, MegaJoy Studio CEO Hoang Doanh describes how adding the ROAS optimizer to their newest title’s UA campaigns exceeded expectations and doubled MegaJoy’s total portfolio revenue — all in 60 days.
Struggling with ad campaign optimization
When MegaJoy spoke with the Unity team, their key objective was to boost their revenue without compromising the quality of user acquisition (UA), focusing primarily on return on ad spend (ROAS).
To get going, MegaJoy launched CPI campaigns on ironSource Ads. Although they managed to meet their KPI goals, optimizing their ad campaigns manually on a daily basis was time-consuming. This inefficiency limited their ability to scale and focus on broader growth strategies.
Launching a new game with our ROAS optimizer
After carefully assessing MegaJoy’s specific pain points and needs, the Unity team suggested monetizing their games with LevelPlay mediation, which would give them access to the ironSource Ads ROAS optimizer. This tool automatically optimizes ad campaigns toward a specific ROAS target, maximizes campaign spend, and increases total revenue.
Keen to address their operational bottleneck and accelerate growth, MegaJoy opted to onboard with LevelPlay and activate the ROAS optimizer for their newest title, Role Swap: Tricky Puzzle.
The Unity team tailored an initial ROAS target based on past CPI campaign results, as well as profit and scale goals. Within the first day of implementation, MegaJoy’s spend increased by 400% while reaching their ROAS target.
Their campaigns continued to perform so well, that MegaJoy’s ad campaign spend multiplied by eight, which in turn realized an improvement of 20% in D1 ROAS.
Hoang shared, “We were thrilled when we saw our spend leap! The ROAS optimizer outperformed our goal.”
Unlocking new markets and stellar performance
This leap in ROAS bolstered UA performance: an influx of high-quality users from the ad network significantly boosted their revenue. Very quickly, MegaJoy expanded their global reach, experiencing growth specifically in Russia, a massive market for hyper-casual publishers.
“We’ve been wanting to break into the Russian market for a while, and the ROAS optimizer was a gamechanger for us,” Hoang noted.
By deploying the ROAS optimizer and leveraging the ironSource Ads network to gain high-quality traffic, Role Swap’s app revenue surged by x4.5, while MegaJoy's total revenue doubled — all in only 60 days.
Looking ahead: It’s all about partnership
Close collaboration between both teams was crucial. After seeing increasingly great results, the MegaJoy team trusted their dedicated Unity account manager’s suggestions, which were all tailored to their specific business needs.
In fact, after seeing Role Swap’s rapid growth and success with the ROAS optimizer, MegaJoy decided to grow their next title using Unity’s growth solutions.
“These results really showed us what was possible. We have an incredible partnership with the Unity team — their support has been essential to our success.”
With automated optimization in place, MegaJoy is now focusing on developing new games, enriching existing titles, and exploring further monetization strategies that can power their growth.
