How BitMango achieved 2.5x higher D7 ROAS with Mistplay for iPhone

About the company 

BitMango is a global game publisher bringing mobile games to players around the world. With more than a decade of experience in mobile game development and publishing, the company has built a strong presence across markets, including North America, with a portfolio of popular puzzle titles such as Word Cookies®, Brick Out - Shoot the Ball, and Bubble Pop Origin!.

Source: Sensor Tower October 2026

The challenge: Growing scale on iOS without compromising user quality 

Scaling up a user base on iOS for puzzle games requires more than increasing install volume. As budgets grow, acquisition costs and ROAS can become more volatile, making it important for BitMango to identify new channels that could complement its existing UA mix while delivering more consistent performance.

BitMango set out to look for a partner that could help diversify its iOS UA mix, acquire highly engaged players, and validate both stable ROAS performance and the potential to scale campaigns further.

‍

The solution: Driving high engagement with an event-based strategy

Mistplay for iPhone gave BitMango a new way to complement its existing iOS UA strategy by focusing campaigns on gameplay and in-game event completion.

After seeing strong user engagement and event completion through its existing Android campaigns with Mistplay, BitMango expanded the partnership to iOS. Today, the company runs iOS campaigns on Mistplay for three titles - Word Cookies®, Brick Out - Shoot the Ball, and Bubble Pop Origin!.

‍BitMango's iOS UA strategy with Mistplay focused on three key areas:

1. Driving gameplay through in-game events: Rather than focusing on installs alone, Mistplay encourages users to reach specific in-game events that matter to advertisers. This helps move players beyond install and into the game's core gameplay loop, encouraging deeper engagement with content.
   
   
2. Diversifying their iOS UA mix: Unlike traditional UA channels, Mistplay for iPhone enables publishers to optimize for specific in-game events, allowing user acquisition to go beyond installs and account for actual post-install gameplay behavior. For BitMango, this provided a way to complement its existing channel mix, reduce reliance on individual UA channels, and acquire new iOS users who demonstrated stronger gameplay engagement.
   
   
3. Optimization aligned with performance goals: The Mistplay team continuously monitored campaign performance and provided timely recommendations on event structures, reward strategies, and optimization approaches tailored to each title and its objectives. This close operational support helped BitMango manage and improve campaign performance over time.

The results

Through event-based campaigns and ongoing optimization, Mistplay for iPhone helped BitMango acquire users who engaged deeper after install and translated strong early engagement into revenue performance.

Users acquired through Mistplay for iPhone showed a tendency to engage actively shortly after install and progress through a game's content quickly.

• 4.3x higher D7 level 100 reach rate*
• 2.5x higher D7 ROAS*

*Compared with the average performance of other major iOS UA networks.
*Performance from the Bubble Pop Origin! campaign

In particular, the D7 level 100 reach rate success  helped demonstrate that Mistplay users were entering the core gameplay loop quickly and actively progressing through content from the start.

This strong early engagement also translated into revenue as the D7 ROAS performance  put Mistplay among BitMango's stronger-performing iOS UA channels.

Based on these results, BitMango plans to gradually scale investment and explore Mistplay's potential across more  titles and markets, using the platform to validate user quality and future growth opportunities.

“Mistplay for iPhone is more than a channel for driving installs. It connects users with the game experience and helps them reach core content. What impressed us most was the ability to diversify our iOS UA mix while pursuing both user quality and performance.”  
– Doyoung Jung, Vice President, BitMango

Grow your game with highly engaged iOS users

For mobile game publishers looking to diversify their iOS UA mix while improving both user quality and performance, Mistplay for iPhone can provide a new avenue for growth.

Through event-based gameplay experiences, Mistplay for iPhone helps publishers go beyond the install to acquire users who engage with core game content and uncover new opportunities to drive ROAS and long-term growth on iOS.