How Netmarble achieved a 10% increase in high-value RPG players with Mistplay

Founded in 2000, Netmarble has been a driving force in the gaming industry for over two decades. As one of the first companies to pioneer the online game publishing model, it has since grown into a powerhouse of nearly 20 studios worldwide. Focused on delivering high-quality mobile titles across genres to millions of players, Netmarble’s impressive portfolio includes renowned RPG, strategy, and casual games such as Marvel Contest of Champions, Cash Frenzy - Casino Slots, Raven 2, and the Seven Knights series.

Released in May of 2025, Seven Knights Re:BIRTH marked the return of Netmarble’s South Korean fan-favorite IP, Seven Knights, delivering a refined turn-based battle experience shaped by each player’s unique strategy. The mobile game has since achieved national acclaim, ranking #1 on the Android Top Grossing Games list in South Korea in its first month, being selected as Google Play’s “2025 Best Game,” and winning the Excellence Prize at the 2025 Korea Game Awards.

*Source: SensorTower, as of Jan 2026

Challenge: Acquiring high-value RPG users globally

During the early South Korean launch of Seven Knights Re:BIRTH, Netmarble set its most important goal as acquiring high-value active users with longer retention – players who consistently return to the game after install and spend on IAP.

Another key challenge was developing a user acquisition (UA) strategy that could naturally scale the title into global Tier 1 markets, such as North America, Europe, and Japan, while matching the strong metrics achieved in South Korea.

Solution: Global IAP tROAS campaigns to drive scale and value 

As the leading loyalty platform for mobile games and a top media source across global markets, Netmarble selected Mistplay as its UA partner based on its proven ability to deliver high-value users. There were three core benefits that specifically aligned with meeting Netmarble’s goals for the Seven Knights Re:BIRTH launch:

1. AI-powered IAP tROAS campaigns that predict user engagement and purchase likelihood, automatically targeting players who are more likely to install, play, and spend in the game. 
2. Active and loyal players across key markets, such as the US, UK, Germany, France, and Japan, enabled Netmarble to initiate global expansion of the game in priority markets shortly after its initial launch in South Korea. 
3. Built-in engagement features such as Buddy Quests, Tournament leaderboards, and daily tasks within the Mistplay platform ensure players continue to return and engage with Seven Knights Re:BIRTH beyond the initial install. 

Results

Netmarble began collaborating with Mistplay in May 2025, during the South Korean launch of Seven Knights Re:BIRTH, and expanded the partnership globally with the subsequent launch in Japan, the US, the UK, Germany, and France.

Within just one month of launching globally with Mistplay, Netmarble experienced improvements across several key performance indicators:

• Approximately 10% uplift in active users* globally
• Impressive retention performance in South Korea and global markets

*Users who consistently log in and play the games

The results underscored Mistplay’s strength as a high-quality UA platform, delivering meaningful gameplay engagement and LTV-driven growth beyond basic installs.

Power high-value user acquisition with Mistplay

If you’re looking to acquire engaged users across key global markets like Netmarble, Mistplay is ready to help. Reach out to us today to learn more about how you can unlock the power of loyalty to drive real results.