Mystery Tag adopted P2E (Play2Earn) campaigns on the MyChips platform and saw a significant increase in user retention across their top titles like Harvest Land and Crypto Miner Tycoon. The campaigns also fueled a rise in game installs in Korea and Japan.
%
Higher avg. retention for Harvest Land
Game installs increase in Korea
Game installs increase in Japan
Background
Company
Mystery Tag is an international mobile game developer and publisher with headquarters in Cyprus. Mystery Tag aims to develop unique games that combine original ideas, addictive gameplay, and a compelling visual style. They have recently reached a milestone of 60 million worldwide downloads.
Harvest Land: Top Title
The company initially focused on the farming genre, but later expanded its portfolio with over 10 titles from different genres. The company’s most successful game is Harvest Land, a farming title from 2015 with over 30 million downloads.
Challenges
Scaling With Positive ROI
Like most mobile game developers today, Mystery Tag faces market challenges caused by dense competition and rising UA costs. One of their key goals is scaling their games while securing a positive ROI.
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Balancing Scale With Retention
Over time, the studio has tested numerous ad networks and faced a persistent issue — their retention rates have been below expectations. This highlighted the need for a strategy that can balance scale with strong retention rates.
Solution
P2E (Play2Earn) Ad Format
To achieve its goals, Mystery Tag leveraged MyChips, MAF’s rewarded advertising platform. They focused on P2E (Play2Earn), an ad format that rewards users for their engagement and playstyle, traditionally leading to improved retention, LTV and ROAS.
Using this approach for over a year, the company saw strong campaign performance, which led them to increase their ad spend by 10x.
%
Higher avg. retention for Harvest Land
Game installs increase in Korea
Game installs increase in Japan
MAF helped us boost our marketing spend while maintaining profitability. And this is not a short-term result — we’ve been collaborating for over a year. Throughout this time, they’ve consistently delivered great results, fully achieving our ROI targets.
