MobiBrain boosts ARPPU by 347% with MAF’s Play2Earn format.
By targeting the U.S. a region where just 10% of users drive nearly half of revenue, MobiBrain reached a 128% ROAS, thanks to MAF’s rewarded ad solution.
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Higher ARPPU
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D30 ROAS
Background
Company
MobiBrain, founded in 2020, is a Chinese mobile game developer and publisher focused on creating high-quality, casual games. Their latest title, Idle Magic Academy, has surpassed 8 million downloads worldwide and holds a 4.6-star rating. Underpinned by a talented team of developers, designers, and artists, MobiBrain pursues innovative game mechanics, engaging storytelling, and polished visuals and audio.
Challenges
Focus on High-LTV Users
MobiBrain’s main focus for Idle Magic Academy is acquiring quality users. Since launching the game in 2021, they’ve rolled out continuous updates including account login, cloud save, and enhanced in-game events, reflecting a clear focus on player retention and ongoing refinement.
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Growth Without Retention
Not all UA solutions supported that goal. While many UA channels prioritize rapid growth and short-term volume, these often fall short when it comes to attracting quality users. For Mobibrain, the ROI from traditional UA formats didn’t match the long-term value they were aiming for.
Solution
Play2Earn
MobiBrain discovered MAF and its unique rewarded ad format, Play2Earn. This model, powered by MAF’s exclusive offerwall inventory, MyChips, presented a strong opportunity to reach new, high-quality audiences. The format doesn’t just encourage users to try the game; it keeps them engaged, helping turn initial curiosity into long-term play.
Scaling in Tier-1 Markets
With quality users as a top priority, MobiBrain aimed to grow its American player base. Although U.S. users made up just 10% of total players, they accounted for 49% of user revenue. MAF focused its efforts on this Tier 1 market. After launching its first campaigns, Play2Earn significantly outperformed MobiBrain’s main growth channels. Users acquired through MAF showed a +347% higher ARPPU compared to the average player. Most notably, the campaign reached an impressive D30 ROAS of 128%.
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Higher ARPPU
%
D30 ROAS
We’re proud to have built a strong partnership with MAF. Their precise optimization and efficient traffic delivery gave a major boost to our user growth and helped us fully realize our ad strategy. By aligning rewarded ads with user motivation to earn through gameplay, MAF significantly increased both ad engagement and player retention.
