Case Study: Playrix achieves 40% revenue lift in China with Vungle ad monetization

Playrix Capitalized On Its Popularity In China To Drive 40% More Revenue

Playrix, the maker of free‑to‑play hits like Township and Fishdom, entertains millions daily and relies on a balance of in‑app purchases and ads to monetize users. Despite heavy traffic from China—over 50% of iOS traffic for Township—Playrix faced low eCPMs and fill rates (~55–65%), leaving significant monetization opportunities untapped and prompting the search for a more reliable ad partner.

Playrix selected Vungle as its primary monetization partner in China, integrating rewarded video into the in‑game task board and using Vungle’s placement, creative and LTV optimization. Within six months eCPMs rose 2–3x, fill rates climbed to ~90%, and China revenue increased 30–40% (with 15–20% pure iOS growth); Vungle now contributes roughly 20% of Playrix’s iOS revenue.

Playrix

Michael Panov

Ad Monetization & BD