Client Introduction
Pujia8 LTD is a leading game publisher based in China, dedicated to bringing unique and creative games to players around the world. With over 40 million downloads, the company has achieved significant success in the global market. One of its most well-known titles is the DEEEER Simulator: Modern World series, which has gained popularity for its quirky concepts and distinctive sense of humor.
About <Island Times: Easy Life>
<Island Times: Easy Life> is an idle simulation game developed by Pujia8 LTD, featuring charming pixel art graphics. Players settle on a tranquil island where they can enjoy a peaceful rural lifestyle—growing crops, fishing in the sea, and raising animals like sheep and chicks. The game also offers exploration elements, including discovering hidden caves and interacting with fairies and pets to uncover the island’s secrets. With its cozy visuals and rich content, Island Times: Easy Life delivers a relaxing and immersive experience for players seeking both healing and joy.
Goals and Challenges
In games with a high proportion of in-game ads, longer playtime often leads to more ad impressions, which in turn contributes to higher ROAS. With this in mind, the campaign was designed with a primary focus on increasing both user playtime and ROAS as our KPIs.
Solution
1. Boosting Playtime and Retention with Time Quests
Playio’s Time Quests are designed to reward users for playing the game for a certain duration, naturally encouraging more in-game activity. By running a “Daily 30-Minute Play” Time Quest for Island Times: Easy Life, we successfully increased login frequency and overall playtime, which in turn maximized ad views and impressions. To further support long-term retention, the quest encouraged players to explore a wide variety of in-game content.
2. Enhancing User Engagement with Hidden Quests
Hidden Quests reward users for completing specific actions, guiding them to engage with various game features in an organic way.
In Island Times: Easy Life, players are meant to enjoy the slow-paced fun of growing and developing their farm. To reflect this gameplay loop, we implemented Hidden Quests tied to level milestones (Lv. 5, 10, 15, 20, 25), crop harvesting, ad views, and even in-app purchases. These quests offered players clear goals and motivations, fostering deeper immersion, consistent engagement, and long-term retention.
These quests were designed to motivate players by giving them clear goals, helping them naturally progress and immerse themselves in the game. As a result, we fostered habitual play and regular engagement, supporting sustained long-term retention.
Results
Pujia8 LTD successfully launched the Island Times: Easy Life campaign in the Taiwan market through Playio. By closely analyzing user play patterns and strategically leveraging both Time Quests and Hidden Quests, the campaign achieved an impressive result of ROAS D14 200%.
D1 ROAS | D7 ROAS | D14 ROAS |
69% | 161% | 200% |
This case demonstrates the impact of strategically tailored campaigns aligned with user play patterns.
Moving forward, we will continue to develop optimized campaign strategies that align with each game’s unique characteristics to deliver strong, satisfying results.
If you’d like to learn more, feel free to reach out anytime!
Business Inquiries : sales@gna.company