Driving global spend: Township partners with Mistplay to deliver 76% growth in install to spender conversion

About the company

Founded in 2004, Playrix is one of the world’s leading mobile game publishers, known for creating globally recognized puzzle and simulation hits such as Gardenscapes, Homescapes, Fishdom, and Township. With a player base spanning millions worldwide, Playrix has built its reputation on delivering high-quality, story-driven games that combine creativity and design to drive deep engagement.

Among its standout titles is Township, a casual simulation game launched in 2012 in which players take on the role of Mayor and farm crops, produce goods, and construct buildings in a city-builder meets farming adventure. The game provides a dynamic and social gameplay experience – featuring missions, themed events, and collaboration with friends – supported by an IAP monetization strategy layered on top to provide extra in-game resources and content. 

While over a decade old, Township continues to be a leading game in its category, being ranked #6¹ in 2025 this year in the U.S. and top 30² globally for downloads across app stores and game genres.

Source: Sensor Tower Data (1) (2) (3)

The challenge: Finding spenders in new unique audiences

Keeping a mobile game like Township growing for over a decade requires more than a great game – it takes a performance-driven user acquisition strategy and a team that knows how to balance player quality, scale, and consistency across channels.

Playrix historically worked mostly with traditional video ad networks to support user acquisition at scale. As part of its ongoing growth strategy for Township, the team was often evaluating alternative channels that could unlock new, unique audiences with quality that was comparable to existing sources.

The solution: Playtime focus delivers quality and predictability

As the leading loyalty platform for mobile games and a top media source for core markets, Mistplay was good fit to help Playrix achieve their goals of stable traffic and long term LTV for Township in three key ways: 

1. Time-based rewards system: A Playtime based rewards system encourages players to stay engaged over time to earn tangible rewards, creating a sustainable path from discovery to spend. 
2. AI-powered tROAS campaigns: Mistplay’s AI engine automates bidding toward users with a higher likelihood to spend in Township, improving spender conversion and LTV predictability. 
3. Scale in top markets: With Mistplay’s engaged global community, Playrix is able to scale Township by expanding to a new unique audience in the US.

The results

By optimizing IAP tROAS campaigns, supporting Playrix’s expansion into high-value markets and aligning closely with long-term goals, Mistplay is helping Playrix acquire players who invest more, stay engaged longer, and deliver predictable LTV for Township. 

In the US in 2025, Mistplay achieved:

• 76% higher conversion from install to spender* 
• 54% lower cost per spender*
• Revenue per install at D90 grew 6x from D7 

*Compared to video networks

“We believe that Mistplay has found a sweet spot in terms of user rewards - neither too aggressive, nor unappealing at all. This balance leads to users who become spenders and stay longer in our games, becoming more engaged.” 
- Slava Kogarinov, Marketing Producer, Playrix

Fuel your game’s growth with loyal and high-value players

If you’re a mobile game publisher looking to drive sustainable growth in global markets like Playrix, Mistplay can help. Reach out to us today to learn more about unlocking the power of play-and-earn on Android and iOS to drive new LTV growth in 2026 and beyond.