# Achieved 108% ROAS in Just 2 Weeks!
### **About the Client** **TREEPLLA** is a mobile casual game developer known for titles like *Cat Snack Bar* and *Cat Office*, which feature charming art styles and intuitive gameplay. With emotionally resonant visuals, intuitive controls, and a well-balanced blend of collection and progression systems, the company delivers globally appealing game experiences and excels at keeping players engaged for the long term. ### **About *****Lucky Hero*** *Lucky Hero* is an idle RPG set in a fantasy world where players progress through stages and grow their heroes. The game features an auto-battle system, stage-based progression, equipment upgrades, skill unlocks, and character enhancements. Players are encouraged to take on increasingly challenging content as they advance. Built on an “idle reward system,” *Lucky Hero* continues to generate in-game resources while the player is offline. Daily missions, ad rewards, and in-app purchase options are organized into repeatable loops to drive consistent engagement and monetization. ### **Goals & Challenges** Due to its idle RPG nature, *Lucky Hero* becomes more engaging as users grow familiar with its progression structure over time. To maximize campaign performance in Korea, the following goals were set: * Improve early user adaptation and engagement to optimize retention * Encourage repeated sessions to drive organic ad views and purchases * Design quest structures around stage progression to expand content exposure and boost ROAS ### **Solution** **1. Time Quests to Boost Session Duration** Time quests are structured to reward users after a certain amount of in-game time, helping extend session length and support habitual gameplay. In this campaign, we implemented a “Play 30 minutes (3 times a day)” time quest to encourage multiple play sessions per day. This helped users quickly familiarize themselves with the game and build daily engagement routines. **2. Step-Based Hidden Quests** Hidden quests reward players for completing specific objectives and are designed to naturally guide players through core content. For *Lucky Hero*, we created a series of hidden quests based on stage completions * Complete the tutorial * Clear Stages 3, 4, 13, 45, 88, and 137 By gradually increasing the difficulty, the quests encouraged consistent progression and provided a sense of achievement that contributed to long-term retention. **3. Recurring Conversion Quests Loops** To boost ROAS, we strategically incorporated quests that encouraged repeat conversions * **Ad Watch Quests**: Designed to be repeatable, maximizing ad exposure * **In-App Purchase Quests**: Lowered payment barriers by offering rewards for repeat spending These quests allowed players to engage with monetization mechanics in their own preferred way, positively impacting both retention and revenue metrics. ### **Results** The *Lucky Hero* campaign achieved the following performance | **Metric** | **D1** | **D7** | **D14** | | ------------- | ------ | ------ | ------- | | **ROAS** | 29% | 83% | 108% | | **Retention** | 79% | 63% | 52% | With ROAS exceeding 100% within just two weeks, the campaign demonstrated how a well-structured quest system can drive meaningful business outcomes for casual RPGs. The combination of time quests and stage-based hidden quests proved to be a particularly effective strategy—one that can be applied to similar genres for optimal performance. If you have any questions or would like to learn more, feel free to contact us anytime. **Marketing by Playtime!** Business Inquiries: