Paxie Games partnered with MAF to launch a rewarded UA strategy focused on user loyalty in Japan and Korea for their flagship title, Merge Studio. The results included up to 3.5 times higher retention rates and a 45% boost in in-app purchases.
Higher Retention
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IAP ROAS
Background
Company
Paxie Games is a rapidly growing mobile game studio founded in 2021, dedicated to delivering engaging and optimized gaming experiences. In just a few years, the company has reached over 30 million users worldwide with a portfolio of three casual puzzle games.
Merge Studio: Fashion Makeover
The studio’s flagship title, Merge Studio: Fashion Makeover, is a popular merge-2 puzzle game that was featured as the App Store’s Game of the Day. It continues to perform well, holding a strong 4.6-star rating from over 116,000 reviews.
Challenges
Crowded App Stores
Since its start in 2021, Paxie Games has experienced rapid growth. However, the mobile gaming market has become increasingly saturated, making organic user acquisition more challenging as standing out in crowded app stores becomes difficult.
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Balancing Growth and Retention
Recognizing the need to sustain their growth trajectory, Paxie sought a strategic partner specializing in rewarded advertising. Their goal was to collaborate with an expert who could focus on fostering user loyalty while delivering substantial growth and high-quality results.
Solution
Rewarded Advertising
To overcome these challenges, Paxie Games partnered with MAF to implement a UA strategy centered on rewarded advertising and loyalty. Recognizing untapped potential in the APAC region, MAF recommended focusing efforts in Korea and Japan to attract a loyal user base for Paxie’s flagship title, Merge Studio.
Success in APAC Markets
The results confirmed MAF’s predictions. Retention rates doubled in Korea and tripled in Japan. But the loyalty didn’t stop there, users in Korea showed a 45% higher IAP rate, while Japan saw a 24% increase in purchases. These results highlight the power of rewarded advertising to build lasting engagement and scalable growth.
Higher Retention
%
IAP ROAS
Our collaboration with MAF allowed us to explore rewarded advertising in APAC. The experience gave us valuable insights, and their team was responsive and easy to work with throughout the process.
