JOYCITY partnered with MAF to grow the Korean player base for their midcore title, Dragon Siege. Leveraging local expertise, MAF launched a rewarded UA campaign tailored to the Korean market. The results: ROAS 4x above target, retention up to +258%, and a 38% increase in RPD.
ROAS Target
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D7 Retention
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RPD
Background
Company
Founded in 1994 as an online game publisher, JOYCITY Corporation is a leading game developer and publisher based in South Korea. Since launching their first mobile game in 2011, the company has built a strong global presence with a portfolio focused primarily on midcore strategy, RPG, and shooter games. Their titles have collectively surpassed 180 million downloads, with standout hits like Gunship Battle (76M downloads) and Warship Battle (31M downloads).
Challenges
Korean Market Impact
While JOYCITY has a strong global presence, a significant share of its mobile revenue remains concentrated in its home market. For their midcore title Dragon Siege, Korean users account for just 28% of the player base but drive 66% of total revenue, with an LTV nearly twice that of Tier 1 Western users.
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Scalling Difficulties
To capitalize on this high-value segment, JOYCITY set out to expand its Korean user base. However, scaling proved challenging, as many advertising partners lacked both quality volume and a strong presence in this key GEO.
Solution
Quality Local Publishers
To reach more high-value Korean users, JOYCITY partnered with MAF, known for its reach and quality publisher network in the region. With a dedicated local team and office in Seoul, MAF understands what motivates Korean users and uses that insight to design a localized strategy using their rewarded UA solution, tailored specifically for the Korean market.
Results
The results exceeded all expectations. ROAS outperformed KPIs by more than 4x, while user retention increased by up to +258% and RPD rose by 38%. The campaign showed the strength of MAF’s local expertise and how rewarded advertising can drive real engagement and scalable growth.
ROAS Target
%
D7 Retention
%