Potato Play expanded its Tier 1 user base for Merge Restaurant by partnering with MAF on a rewarded advertising strategy focused on quality and retention. The campaign drove a 33% increase in retention and a 50% lift in Day 30 ROAS, helping them reach the loyal, high-value players they were targeting.
%
Retention
%
ROAS
Background
Company
Potato Play Pte Ltd is a Singapore-based mobile games publisher founded in 2018 with a mission to bring hybrid-casual games developed in Asia to a global audience. Through a proven model that combines unique game sourcing, marketing expertise, and strong monetization capabilities, Potato Play has built a diverse portfolio of over 50 titles and more than 27 million downloads. Popular hits include Merge Restaurant, Sword Hunter, and Merge Rush.
Challenges
Global Potential
Potato Play’s mission is rooted in the belief that Asian developers, known for their experience with hardcore games and ability to move fast on trends, are a perfect fit to drive innovation in the hybrid-casual space. But to truly succeed, their games needed to grow in Tier 1 countries, where this genre is most popular and profitable.
.
Finding the Right Partner
For their game, Merge Restaurant, they sought a partner capable of delivering not only large user volumes but also high-quality players. For Potato Play, it was essential that new users demonstrated strong long-term retention and meaningful in-game engagement.
Solution
Scaling with Rewarded
To bring their game, Merge Restaurant, to a broader audience, Potato Play partnered with MAF. Together, they launched a strategy focused on rewarded user acquistion and user loyalty. MAF is known for delivering high-quality volume in Tier 1 markets, thanks to its exclusive network of publishers. Their rewarded advertising format is designed to drive engagement, not just installs.
Campaigns were launched across the US, Germany, Sweden, Japan, Korea, and the UK. The results showed that MAF helped Potato Play reach exactly the kind of loyal players they were aiming for. Merge Restaurant saw D7 retention rise to 26%, and D30 retention reach 8%, an increase of more than 33% compared to the game’s previous benchmarks. Player quality was also reflected in the return on ad spend, with an increase of +50% by D30.
%
Retention
%
ROAS
“MAF brought strategic clarity and operational muscle to our partner marketing efforts. Under their leadership, we achieved scale paired with an ROI that outstripped our goals by a wide margin.“