EN
July 29, 2024
Mystery Tag is an international mobile game developer and publisher with headquarters in Cyprus. Since 2013, the studio has aimed to develop unique games that combine original ideas, addictive gameplay, and a compelling visual style. With over 10 titles under their belt, they have recently reached a milestone of 100+ million worldwide downloads and 5 million monthly active users.
The company initially focused on the farming genre, but later expanded its portfolio to different genres, including puzzle, merge, and idle. The company’s most successful game is Harvest Land, a farming title from 2015 with 30M+ downloads.
Like most mobile game developers today, Mystery Tag faced a number of market challenges when looking to scale Harvest Land. With increased competition and rising UA costs making traditional methods unviable, they needed a new partner to help them achieve their goals.
Mystery Tag tested numerous ad networks and faced a persistent issue: their retention rates were consistently below expectations. This highlighted the need for a strategy that can balance scale with strong retention – allowing them to grow their games while securing a positive ROI.
During their search for a potential solution, Mystery Tag discovered the Mistplay Audience Network, Mistplay’s rewarded advertising platform. Powered by LoyaltyPlay’s network of app publishers, it allows advertisers to reach reward-motivated users looking for new ways to earn in the apps they already love.
Mystery Tag chose a playtime-based rewards campaign, allowing users to earn for their engagement and playstyle. This reward model is traditionally tied to improved retention, LTV and ROAS – the same goals Mystery Tag was after.
Using this approach for over a year, the company saw strong campaign performance, which led them to increase their ad spend by 10x and to scale Harvest Land even further.
Mystery Tag ran its rewarded UA campaign for over a year (Q3 2023 - Q3 2024). Thanks to the focus on playtime rewards, the studio was able to achieve results such as:
“Mistplay helped us boost our marketing spend while maintaining profitability. And this is not a short-term result – we’ve been collaborating for over a year. Throughout this time, they’ve consistently delivered great results, fully achieving our ROI targets.” – Anna Umrykhina, UA manager at Mystery Tag
If you’re a mobile game publisher looking to scale your titles to new heights, then look no further than the Mistplay Audience Network. Reach out today to discover how we can scale your UA without scaling your complexity.
