How Playrix increased long-term ROAS by 14% with Unity Vector
Playrix is a leading mobile gaming company, with more than 100 million people each month playing their hit casual simulation titles, including Township, Gardenscapes, and Homescapes. When Playrix wanted to expand scale and reach even better performing cohorts of long-term users for Township, the Unity team onboarded Playrix as an early tester of D28 IAP ROAS campaigns on Unity Ads powered by Vector, Unity’s AI user acquisition platform.
Aleksandr Bajev, Marketing Producer at Playrix, explains how Unity Vector helped increase scale by 89%, boosted D28 retention by 41%, and drove 2x higher D28 ARPU on iOS and Android.
The challenge:
Playrix wanted to increase scale by reaching additional cohorts of high LTV users without detracting from their successful D7 IAP ROAS campaigns.
The solution:
By running concurrent D28 IAP ROAS campaigns, Playrix unlocked incremental scale at the game level, reaching high LTV users while continuing to capture short‑term value from their D7 IAP ROAS campaigns.
89%
Scale increase*
14%
D28 ROAS increase*
41%
D28 retention increase*
Increasing scale by 89% with new cohorts of high LTV users
In June 2025, Playrix launched a D28 IAP ROAS campaign on iOS, layering it with their existing D7 IAP ROAS campaigns to maximize overall performance. In November 2025 they onboarded Android, driving an increase in game level scale of 89%.
Together with the Unity team, Playrix focused on incrementality, closely monitoring performance and increasing scale over time. This approach resulted in the acquisition of net-new cohorts of high-value users with improved performance over longer cohort windows.
Aleksandr notes, “Thanks to Unity Vector, our D28 IAP ROAS campaigns delivered incremental scale and drove stronger late-game ROAS by connecting Township with new cohorts of high LTV users.”
Increasing D28 retention by 38% on iOS and 50% on Android
On iOS in the US, Playrix’s D28 IAP ROAS campaign reached D28 cohorts of players with greater retention. Compared with the same-period D7 baseline, D14 retention rose 26.46% and D28 retention rose nearly 38%.
After onboarding Android, Playrix saw the same trend. Their D28 campaign delivered sustained longer cohort performance, leading to a 50% increase in D28 retention.
Aleksandr comments, “Unity Vector connected Township with the right users. Our D28 IAP ROAS campaign successfully reached high‑intent players, helping to drive our D28 ARPU gains.”
Delivering a 14% uplift in D28 ROAS on iOS
On iOS in the US, Playrix’s D28 IAP ROAS campaign delivered a strong increase in D28 performance compared with their D7 IAP ROAS campaign over the same period. At the same time, their D7 campaign continued to lead on short-term ROAS metrics.
Additionally, early results on Android already show a similar uplift, generating 1.14x higher D28 ROAS.
“Unity Vector helped us achieve a 14% uplift in D28 ROAS on iOS, further reinforcing an incremental performance trend on Township,” adds Aleksandr. “Running D28 IAP ROAS campaigns brought additional scale on top of what we continued to see with our D7 campaigns.”
Driving 2.4x higher D28 ARPU on iOS
The unique performance uplift Playrix saw from their D28 IAP ROAS campaigns also extended to D28 ARPU, delivering a 2.4x increase in D28 ARPU on iOS in the US.
Additionally, D28 users showed higher user quality as compared to their D7 IAP ROAS campaign, with 1.92x higher D7 ARPU and 2.12x more D14 ARPU.
Maximizing overall returns with Unity Vector
Aleksandr adds, “The Unity team’s support made the difference. Early test onboarding helped us ramp up our campaign, and the team’s hands-on guidance and deep product knowledge helped accelerate overall performance.”
“The Unity team proactively shared optimization recommendations, while Unity Vector kept improving along with performance. That combination maximized our UA results,” notes Aleksandr.
After Township’s success, Playrix launched D28 IAP ROAS campaigns across additional titles. Playrix also plans to continue scaling Township with Unity Vector. Growth is the top priority for Playrix, with D28 campaigns on Unity Ads at the core of their strategy.
*Source: Internal Unity Data, based on Playrix campaigns. Scale determined by spend and measured based on a data comparison of Aug - Oct 2025 vs. Nov 2025 - Jan 2026. D28 ROAS and D28 retention growth measured based on data comparison to D7 IAP ROAS campaigns from Nov 2025 to Jan 2026.