37 Games is a puzzle game developer based in China, known for international hits like Puzzles & Conquest, Puzzles & Survival, and Puzzles & Chaos: Frozen Castle. When the 37 Games team wanted to scale the Puzzle & Chaos user base, they decided to test out Unity’s Tapjoy offerwall.
Joey Rong, User Acquisition Team Leader at 37 Games, explains how using Tapjoy offerwall multi-reward campaigns allowed them to boost their click-through-rate by 47%, while consistently exceeding their ROAS goal.
Getting started with Tapjoy offerwall
For years, Tapjoy has been one of 37 Games’ top-performing user acquisition (UA) sources. So, when the 37 Games team wanted to reach new Puzzle & Chaos users, trying out a Tapjoy offerwall incentivized campaign was a natural choice. Plus, they saw success with multi-reward CPE campaigns in their other titles, so 37 Games was happy to apply the same strategy to Puzzle & Chaos.
Multi-reward CPE campaigns help move players efficiently from initial engagement to deeper milestones, so the 37 Games team decided to start the campaign with level 5, then moving to 7, 10, 20 - and finally level 30. As Rong explains, “the Unity team walked us through every step of the process, from choosing multiple events to setting bids.”
Running multi-reward CPE campaigns
37 Games started running their multi-reward CPE campaign exclusively in the US. Before expanding to new geos, the Unity team suggested starting the campaign in a stable geo. This way, 37 Games could ensure that both their conversion rate and ROAS were positively trending in the US first.
As Rong explains, “The Unity team helped us monitor the events’ conversion rate and ROAS on a daily basis. If performance didn’t meet our expectations, we could adjust our bidding strategy and the event structure accordingly.”
Optimizing campaign growth
To help 37 Games increase their campaign ROAS, the Unity team conducted weekly optimizations using per-app bidding. With per-app bidding, advertisers can set unique bids for each supply source, based on their revenue contribution and ROAS. This allowed 37 Games to increase bids for strong performing supply sources and expand their overall revenue potential.
Elevating 37 Games’ user acquisition strategy with Daily Rewards CPE
The 37 Games team also used Tapjoy’s Daily Rewards, a feature that rewards users for every task they complete in an app, like finishing a level. While Multi-reward CPE campaigns reached deeply engaged users, Daily Rewards exposed 37 Games to a new group - highly active users. Not only did this boost retention, but it also allowed 37 Games to expand their user pool without cannibalizing existing users.
These new optimizations led to positive results - Puzzle & Chaos maintained a D30 ROAS 35% higher than their original ROAS goal. Plus, 37 Games continuously reached their growth goals every month.
Boosting our conversion rate by testing new icons
One year after launching the Tapjoy offerwall campaign, Puzzle & Chaos started facing increased competition in the US. As Rong explains: “To stand out from the crowd and increase our conversion rates, the Unity team suggested we test different icons. After all, the more icons we test, the greater the chances of finding the highest quality icon.”
After rounds of testing, 37 Games found higher-performing icons, and replaced their original icons with top-performing icons. This switch helped bring major growth - their click-through-rate (CTR) jumped by 47%, all while 37 Games’ cost per install (CPI) remained stable.
By collaborating with the Unity team and exploring offerwall multi-reward campaigns, 37 Games unlocked unparalleled growth - and they’re still finding new ways to optimize their growth strategy today. As Rong explains “we look forward to exploring more ways to reach and exceed our goals together.”
