Case Study: 31 Games doubles installs and boosts ARPU with Unity's ironSource Ads event optimization

How 31 Games increased installs 2x and boosted ARPU by 143% with ironSource Ads event optimization

31 Games, a China-based casual game developer behind titles like Magic Paper Dolls, Mix Master, and Yoyo Decor Life: Room Makeover, was looking for a better way to scale user acquisition for Magic Paper Dolls while attracting high-quality users. Working with Unity, the team sought a more efficient approach than manual campaigns and needed to improve growth without sacrificing user quality.

Unity recommended ironSource Ads event optimization to target users more likely to complete key in-app actions, starting with video views and then expanding by adjusting campaign goals and geos. With Unity’s guidance, 31 Games doubled installs while keeping CPI stable and increased ARPU by 143% for Magic Paper Dolls; a second campaign for Mix Master delivered a 72% ARPU lift and a 193% increase in installs.