Case Study: GungHo achieves 300% ad revenue lift and improved player retention with Google AdMob

GungHo adopts AdMob for new IAP and ads strategy

GungHo, the developer behind Puzzle & Dragons, faced the challenge of introducing in‑app ads alongside its long‑standing in‑app purchase (IAP) model without harming player experience or retention. The studio was cautious about ads but wanted a hybrid monetization approach that felt native to the game; they chose Google AdMob to test high‑quality rewarded ads and leverage AdMob’s bidding and mediation with 200+ demand sources.

Working with Google AdMob, GungHo ran small tests in its North America app, optimized rewarded‑ad placement and incentives (including gacha rewards), then scaled the integration to Japan using AdMob bidding and mediation. The result was strong player acceptance, improved retention among ad viewers, and a measurable 300% lift in ad revenue in the Puzzle & Dragons Japanese app after full rollout.

GungHo

Daisei Takenaka

Studio Manager of Puzzle and Dragons