TapNation scaled three up-and-coming titles with MAF’s Play2Earn. Leveraging this innovative format and MAF’s global network of premium publishers, TapNation achieved positive ROAS across all three games within two weeks and an average ROAS of 130% within one month.
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D14 ROAS
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D30 ROAS (APAC)
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ROAS D30
Background
Founded in 2019 in France, TapNation is a fast-growing Hypercasual games publisher focused on scaling high-potential games. Today, TapNation manages a portfolio of hit games such as Thief Puzzle and Ice Cream Inc., with over 1.6B lifetime downloads and 60M+ monthly active users worldwide.
Challenges
Scaling Titles
While TapNation already had several global hit games, the goal was to further scale smaller titles without compromising profitability. Specifically, TapNation aimed to grow its user base while maintaining a positive ROAS.
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Long-term Value
Traditional UA channels often struggled to deliver consistent quality at scale. For a company focused on sustainable growth, it’s crucial that when acquiring new users, they keep engaging and generate long-term value. TapNation, therefore, needed a solution that could provide both scale and high-quality users.
Solution
Playtime Rewards
To address these challenges, TapNation integrated MAF’s rewarded advertising solution, Play2Earn, an engagement-driven user acquisition strategy. This approach was a strong fit for titles like The Legend of Fireball, Fortress Merge: Puzzle Defense, and Hero Making Tycoon: Idle Games, whose gameplay naturally encourages longer sessions and leaves players wanting more.
Results
By rewarding users based on playtime rather than installs, TapNation attracted higher-quality players with stronger long-term value. At the same time, the partnership gave access to MAF’s global network of premium publishers, providing both the scale and quality needed to grow these titles efficiently.
As a result, all three games reached positive ROAS within 14 days, achieving an average of 105% ROAS, and continued to scale to an average of 130% ROAS by Day 30. In the APAC region, TapNation’s titles performed even stronger, reaching 175% ROAS by Day 30.
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D30 ROAS
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D30 ROAS (APAC)
“Collaborating with MAF has been a great experience for our team. Their Play2Earn approach allowed us to scale multiple titles efficiently while maintaining strong ROAS performance. The quality of the users, combined with the ability to drive long-term value through engagement-based rewards, made a real difference in our growth strategy. MAF’s team was proactive, transparent, and highly engaged with our goals, making the collaboration both smooth and impactful.
