Playrix is a leading mobile game developer specializing in casual and simulation games that are loved by players worldwide. With a long-standing history with Unity spanning 10 years, the studio has consistently worked with Unity’s user acquisition products, including the Tapjoy offerwall for user acquisition, particularly for their title, Township.
Township is a farming and city-building simulation game that has seen global success. The game had been using the Daily Rewards campaign on the offerwall as a user acquisition channel. Daily Rewards CPE (cost per engagement) campaigns reward players for completing a specific recurring in-app action like completing a level, and the rewards are granted on a daily basis to encourage continued engagement. These are fast and frequent rewards vs multi rewards which take longer to complete. However, the manual optimization required for these campaigns was a challenge for the studio’s bandwidth, limiting the team’s ability to efficiently scale the game.
Recognizing this challenge, the Unity team suggested using Tapjoy’s recently developed tROAS optimizer on their Daily Rewards campaign, since it would address Playrix’s needs by automating processes and delivering against KPI targets with a particular focus on scaling on iOS.
The challenge:
Growing campaign spend on iOS, while maintaining ROAS targets with manual campaign optimization.
The results:
- 4.5x campaign spend increase on US Daily Rewards campaigns*
- Maintained IAP ROAS consistently above KPI targets throughout 8-week scaling period
- Removed the need for manual optimization, saving time, resourcing, and improved bidding accuracy
Strong iOS results, sustainable scaling:
Since implementing the tROAS optimizer, Playrix achieved a 4.5x increase in campaign spend on iOS in the US market on Township, which is a notable accomplishment given the competitive UA landscape. The increased scale was achieved while consistently hitting above Playrix’s D7 IAP ROAS targets throughout the 8-week time period.
Advantages of the tROAS optimizer:
The automated optimization of Playrix’s Daily Rewards campaigns allowed the team to save time and resources instead of manual optimizations. The tROAS performance proved that increased spend can deliver high quality users, while overdelivering on ROAS targets, giving Playrix confidence to continue to explore the tROAS optimizer on other titles.
Working together to achieve success:
Unity’s team collaborated with Playrix every step of the way, with a measured approach starting in the US market on Township. Unity’s team monitored the performance of the offers on a daily basis and regularly provided budget and management recommendations.
After achieving results within 8 weeks, Playrix expanded tROAS to additional offers and transitioned their entire Daily Rewards portfolio to the tROAS optimizer after another month of successful performance. Ekaterina Ilina, User Acquisition Manager at Playrix shared, “The tROAS optimizer has been a game-changer for our iOS user acquisition strategy. Achieving the scale that we did would’ve otherwise been quite difficult to manage. Automation reduced our optimization time and freed up the team to focus on other initiatives, without losing quality. The results gave us the confidence to scale tROAS across our Daily Rewards portfolio.”
The tROAS optimizer has helped evolve Playrix's offerwall user acquisition on iOS, enabling significant growth through automation while meeting and surpassing performance targets.
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Sources: Tapjoy from Unity. Disclaimer: The reported increases are based on Unity data from July - August, 2025
