# 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!**
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