Case Study: Trailmix achieves global launch success with Unity Audience Pinpointer

How Trailmix went from soft launch to a global success using Audience Pinpointer

Trailmix, the London-based studio behind the award-winning casual game Love & Pies, partnered with Unity as it moved from development into soft launch. Their challenge was to test target audiences, refine ad creatives and gameplay assumptions, and build a sustainable revenue stream while improving retention, ROAS, and user acquisition performance. Unity’s install campaigns and Audience Pinpointer were used to help Trailmix identify the right geographies, audiences, and creative direction.

With Unity’s support, Trailmix ran phased testing during a four-month soft launch, using data from CTR, conversion, CPI, retention, and ROAS to guide global rollout decisions. The result was a strong launch with 60% D1 retention, 20% D30 retention, 10% D120 retention, and 10% of installs coming from Unity. Unity’s Audience Pinpointer also helped Trailmix scale quality user acquisition and validate creative choices, such as adding more decoration elements after seeing higher CTR.

Trailmix

Yoojin Jung

Head of User Acquisition and Growth