Case Study: Malpa Games achieves 40% higher D14 retention with Unity Ads event optimization

How Malpa Games grew their D14 retention 40% higher than ROAS campaigns with Unity Ads’ event optimization

Malpa Games, a Cyprus-based puzzle game developer behind titles like *Word Spells* and *Word Pizza*, wanted to improve user acquisition while focusing more on long-term retention than short-term ROI. To support that goal, they worked with Unity and its Unity Ads platform to find a better way to reach high-quality players.

Unity recommended event optimization campaigns, helping Malpa Games target in-game actions such as level completions that correlated with high-LTV users. By starting with upper-funnel events and then moving deeper into the funnel, Malpa saw 40% higher D14 retention than with ROAS campaigns, while maintaining strong performance at scale.

Malpa Games

Aleksandr Sergeev

Head of UA