How Kakao Pay drove 474% offerwall revenue growth in 2 months with LoyaltyPlay

Kakao Pay is South Korea's leading fintech platform, bringing together easy payments, money transfers, investment, and insurance within a single app. With a deep integration into the popular messaging app KakaoTalk, Kakao Pay is used by millions of monthly active users to manage everyday financial services.

The challenge: Improving the monetization impact of core pages

In November 2025, Kakao Pay added Mistplay’s game reward offerwall, LoyaltyPlay, to its Benefits placement and has been generating steady revenue from mobile games ever since. However, the team recognized that there was room to monetize more of its traffic on low-converting pages by putting LoyaltyPlay to work. Benefits Main, Pedometer, and Daily Check-in were core pages attracting tens of millions of reward-ready users. 

With heavy daily traffic not yet fully monetized, the challenge was to find a way to convert that traffic into revenue – without disrupting the user experience. 

The solution: Expanding LoyaltyPlay’s monetization reach across new placements

While most offerwall solutions are confined to a single, fixed placement, LoyaltyPlay can go further with native ad formats and additional in-app surfaces. To capitalize on these features and expand its monetization scope, Kakao Pay surfaced LoyaltyPlay offers in native ad formats across their three core pages: Benefits Main, Pedometer, and Daily Check-in.

Native ad formats let publishers surface offers directly within existing screens, so users encounter them exactly when they're most relevant, with no redirects or disruption to the experience they came for. 

Rather than restructuring Kakao Pay's existing offerwall or replacing established revenue streams, this added a new monetization opportunity on top of pages that had high traffic. 

• Benefits Main: One of the most-visited pages in the app, where users browsing for benefits show high ad receptivity and deliver stable traffic.‍
• Pedometer: As a reward-based engagement feature, it has high ad affinity, and eCPM has risen steadily since launch.‍
• Daily Check-in: With strong daily return visits, this feature adds steady, repeat-exposure revenue.

The results

The effect of the expansion showed up in two ways: core offerwall revenue kept climbing, while entirely new revenue was generated from the new placements at the same time. In Q4 2025, offerwall revenue continued to grow, while revenue from the new placements was added on top. Together, the two streams lifted LoyaltyPlay’s performance at Kakao Pay, resulting in a higher overall revenue base.

• 474% total LoyaltyPlay offerwall revenue growth (all placements)
• 84.8% core offerwall revenue growth
• 37.7% offerwall eCPM growth
• 67.8% new placements’ share of revenue (December)

Conclusion

If you’re a publisher looking to unlock more value from your existing traffic without relying on additional volume, Kakao Pay’s partnership with LoyaltyPlay shows what’s possible when you rethink monetization structure. If you’re interested in exploring how to unlock more from your existing traffic, reach out to see how LoyaltyPlay can help you build additional revenue layers on top of your current setup.