Source: Unity

Unity announced today (the 4th) that it is helping mobile games grow by leveraging its Unity Vector-based solutions, including Unity Ads, to utilize predictive value signals and automated ROAS optimization.

For years, mobile game growth has relied on a simple virtuous cycle: acquiring players, monetizing them effectively, and reinvesting that revenue into further user acquisition. However, traditional campaigns were often optimized around short-term metrics like installs or conversions. These metrics alone made it difficult to accurately identify which players would make long-term purchases, remain engaged, and generate lasting value.

Today, advancements in machine learning and predictive revenue modeling are helping studios optimize campaigns with a greater focus on long-term value. This allows them to identify high-quality users earlier and bid for them more effectively.

Success stories from studios such as SayGames, Homa, Wonder Group, and Playrix demonstrate how these changes are being applied in practice. By utilizing hybrid monetization campaigns, long-term ROAS optimization, and automated bidding strategies, these studios are scaling their growth more efficiently.

#1. SayGames

Hybrid-casual game publisher SayGames implemented Unity Ads' Unity-vector-based ad revenue ROAS and hybrid (IAA + IAP) ROAS campaigns, achieving a 1.9x scale growth across its entire game portfolio and an average 26% increase in D7 ROAS (Return On Ad Spend) in the U.S. for two of its major titles, 'Tower War - Tactical Conquest' and 'My Perfect Hotel'.

Anastasiia Krestinina, Head of UA Growth at SayGames, explained, "The precise impression prediction provided by Vector contributed to achieving our ROAS goals while driving strong performance." She added, "Unity Vector allowed us to serve highly relevant ads, reach our target users effectively, and grow efficiently."

#2. Homa

French mobile game publisher Homa achieved success with its hit titles by running D7 IAP ROAS campaigns in parallel with Unity-vector-based D28 IAP ROAS campaigns

All in Hole, scaling it by 3x while achieving a 14% increase in D28 ARPU and a 63% rise in D28 retention.

Adrien Caiazzo, UA Manager at Homa, said, "All in Hole was developed with the Unity engine and is now growing with Unity Vector. By leveraging Unity's entire ecosystem, we have achieved additional scale, acquired the right users, and realized sustainable growth." He added, "While D7 IAP ROAS campaigns acquire users who convert immediately, D28 IAP ROAS campaigns bring in users who generate high value over a longer period, maximizing overall revenue."

#3. WONDER GROUP

Chinese mobile game studio WONDER GROUP ran daily reward CPE (Cost Per Engagement) ad campaigns on the Unity offerwall solution 'Tapjoy' based on the tROAS optimizer to boost traffic for its hit in-app advertising (IAA) puzzle game . As a result, leveraging precise bidding and high performance, the studio achieved a 76% increase in D7 ad revenue ARPU, a 50% increase in D7 ROAS, and a 8% improvement in D1 retention.

Luting Li, Game Publishing Lead at WONDER GROUP, stated, "The tROAS optimizer allows us to predict revenue at the user level, enabling more accurate bidding based on ROAS targets. This eliminated the need for manual offer optimization, saving our team time and resources."

#4. Playrix

Mobile game studio Playrix utilized the daily reward campaign of the Unity offerwall solution 'Tapjoy' to acquire users for its farming and city-building simulator game. In its U.S. daily reward campaigns, the studio achieved a 4.5x increase in campaign spend and maintained D7 IAP ROAS above KPI targets throughout an eight-week expansion period. Ekaterina Ilina, User Acquisition Manager at Playrix, stated, "The tROAS optimizer has been a game-changer for our iOS user acquisition strategy. It would have been quite difficult to manage the scale we achieved through other methods; automation reduced optimization time and allowed our team to focus on other important initiatives without compromising quality." Further details are available on the Unity blog and Square postings.