EN
March 10, 2025
Springcomes is an international mobile game developer and publisher based in Seoul. Founded in 2016 and guided by their dedication to craftsmanship, the studio has launched over 50 games, amassing 200M+ downloads and 2.5M+ daily active users worldwide.
The Springcomes games portfolio spans a range of genres – from Match 3 to Idle RPG – with standout titles including Kingdom Wars, Brick Breaker Star, and Merge Sweets.
Springcomes had built a strong player base in APAC, with Merge Sweets in particular proving its ability to retain users and generate long-term value in those markets. The studio's next move was to push into key T1 markets – regions where user acquisition is more competitive and CPIs are higher.
Running alongside that expansion was an even steeper challenge: Hello Town, the publisher’s latest release, was entering the market without an established player base. Springcomes therefore needed a UA partner that could deliver high-quality users for both a proven title entering new markets and a brand-new game finding its first users.
Mistplay proposed a dual-title strategy to run campaigns for both Merge Sweets and Hello Town through the Mistplay Audience Network, a channel that distributes game offers across a diverse ecosystem of consumer apps.
The campaigns were structured around playtime-based rewards, encouraging users to engage deeply with the game rather than simply install and move on. This type of reward combines strong acquisition incentives with the engagement behaviors that drive deeper retention and LTV – meaning the users Springcomes was paying to acquire were the same users who would likely stick around and generate revenue. For a studio focused on sustainable growth, this distinction mattered.
For both titles, the quality of users coming through the Mistplay Audience Network translated directly into stronger retention, ROAS, and growth, giving Springcomes the confidence to scale further.
“Mistplay combines playtime rewards and reward CPI to optimize performance, always looking for ways to improve results. At Springcomes, we collaborate with various reward media partners, but it’s rare to find a company like Mistplay that optimizes performance while communicating across multiple languages. Their dedication has strengthened our trust in them as a partner and supported the global expansion of our campaign.” – Hyeongmin Kim, CSO at Springcomes
With the Mistplay Audience Network, you no longer have to compete for the same pool of users. Reach out today to discover how you can leverage fresh, high-intent audiences across new app verticals, with no added campaign complexity.
