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Founded in 1994 as an online game publisher, JOYCITY Corporation is a leading game developer and publisher based in South Korea. Since launching their first mobile game in 2011, the company has built a strong global presence with a portfolio focused primarily on midcore strategy, RPG, and shooter games.
Their titles have collectively surpassed 180 million downloads, with standout hits like Gunship Battle (76M downloads) and Warship Battle (31M downloads).
While JOYCITY has a strong global presence, a significant share of its mobile revenue remains concentrated in its home market. For their midcore title Dragon Siege, Korean users account for just 28% of the player base but drive 66% of total revenue, with an LTV nearly twice that of Tier 1 Western users.
To capitalize on this high-value segment, JOYCITY set out to expand their Korean user base.
However, scaling proved to be a challenge, as many advertising partners simply didn't have the publisher quality or local market presence needed to reach Korean users at meaningful scale. JOYCITY needed a partner with strong penetration in the Korean market and a way to reach high-intent users that went beyond standard UA channels.
JOYCITY partnered with Mistplay, whose local team and Seoul office gave them a comprehensive understanding of what motivates Korean users and how to reach them. Rather than applying a generic global strategy, Mistplay designed a localized rewarded UA approach tailored specifically for the Korean market, leveraging the Mistplay Audience Network.
The Mistplay Audience Network distributes rewarded game offers across LoyaltyPlay's network of consumer apps, connecting advertisers to reward-motivated users in apps they already use. In Korea, where play-and-earn mechanics are popular, this approach allows advertisers to reach users who are more engaged and more likely to spend.
Through their partnership with Mistplay, JOYCITY leveraged a playtime model to reward users based on engagement instead of one-off events – allowing them to acquire players who were more deeply engaged and likely to return.
The results exceeded all expectations, with JOYCITY reaching the high-quality players they were seeking, and engagement was translating directly into revenue.
If you’re looking to drive new levels of scale, retention, and player LTV in your mobile games, then Mistplay is here to help. Reach out today to discover how our decade-proven reward model can take your UA strategy to the next level.
