How Re-engaged iOS Users and We Topped ROAS D7 KPI by 400% for HAEGIN’s Play Together
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We collaborated with HAEGIN to re-engage churned users of their multiplayer simulation game, Play Together, on iOS in the US. The game, enjoyed by 200 million users globally across multiple platforms, allows players to communicate and collaborate to complete tasks in an engaging environment.
Results at a Glance
>400%
ROAS D7 exceeding the KPI by Week 8
2.6x
Campaign scaling by Week 2
26%
reduction in D7 Unique Re-purchase Cost by Week 2
Campaign Goal
The campaign aimed to re-engage lapsed users who had previously made in-app purchases, encouraging them to return to the game and make additional purchases, with ROAS D7 as the KPI.
“Persona.ly is an outstanding DSP partner, delivering top-notch collaboration and exceptional performance. They’re quick to respond and proactively share insights to boost results, helping us achieve great outcomes together.
채수비 Subi Chae – UA 담당자 / UA Manager at HAEGIN
We’re excited to deepen our partnership with Persona.ly, especially given their impressive success with the Play Together retargeting campaign.”
Programmatic Re-engagement Process
When we launched the re-engagement campaign with HAEGIN, we utilized our proprietary Live Audiences segmentation engine to quickly identify the most prominent audiences to re-engage.
Our programmatic, ML-driven DSP is integrated exclusively with tier 1 ad exchanges and processes over 4 million ad requests per second. This enables rapid data collection for campaign optimization and ensures high-quality traffic.
During the first week of the campaign, we surpassed the ROAS D7 KPI by nearly ninefold. As our DSP gathered additional data in the initial days, enabling us to target segments with a higher likelihood of making additional purchases, we significantly reduced the D7 Unique Re-purchase Cost.
Throughout the campaign, we consistently exceeded the ROAS D7 KPI by a substantial margin while scaling the campaign.
Campaign Results
Campaign Scaling and ROAS D7
From the outset of the campaign with HAEGIN, we significantly outperformed the ROAS D7 KPI. This early success built confidence in HAEGIN’s team regarding our capabilities, leading to a significant budget increase.
In the following weeks, we continued to surpass the ROAS D7 KPI, reaching over 400% outperformance, while steadily increasing the campaign scale.
Bid Optimization and Unique Re-purchase Cost Reduction
In the initial stages of the campaign, as we began gathering data on audience segments with a higher likelihood of making additional purchases, our bidding strategy was conservative.
Once we collected sufficient positive signals for our programmatic bidder to distinguish between audience segments who will likely to make further in-app purchases and those less likely to do so, it allowed our bidder to focus on the first segment. Consequently, the bid price increased due to targeting audiences with higher purchase probability and increased competition in programmatic auctions.
Despite the higher CPM, by week 2, we reduced the D7 Unique Re-purchase Cost by 26%, achieving a 33% reduction by Week 8.
Multi-Armed Bandit Creative Optimization
To ensure incrementality in our re-engagement campaign, we exclusively used video creatives. As the most lucrative ad units in the programmatic ecosystem, video creatives re-immersed users in the game while minimizing misattributed conversions.
Given the limited segment size, refreshing creatives was crucial to prevent creative fatigue. Our programmatic DSP employs multi-armed bandit creative optimization, enabling us to quickly test new creatives, prioritize high-performing “creative champions”, and allocate less volume to underperforming creatives without compromising campaign performance.
About HAEGIN
Since its founding in 2017, HAEGIN has created globally loved games, building on its strong in-house developed lineup. Starting with Homerun Clash in 2018, it has released diverse titles like OVERDOX, Extreme Golf, Play Together, Demian Saga, and Homerun Clash 2: Legends Derby. Play Together, launched in 2021, exceeded 200 million downloads and expanded to PC via Steam in 2025. HAEGIN topped Korean companies in the Asia-Pacific high-growth business category in 2023 for IT and software.
“At Persona.ly, we’re committed to delivering real value to our clients without cutting corners. That’s why we prioritize open communication and sharing insights just as much as achieving top performance. To bridge the gap between our machine learning-driven platform and our clients, we rely on our in-house BI tools every day. For us, the insights aren’t some mysterious “black box.” Instead, we use our BI tools to dig deeper than the numbers, uncovering and sharing actionable insights with our clients.”
Rachel SEO – Business Development Director, Korea at Persona.ly
About Persona.ly
Persona.ly is a data-driven product company specializing in mobile user acquisition and retargeting, powered by proprietary machine learning algorithms and a robust first-party data management platform (DMP).
We help leading mobile companies like King, Tencent, Papaya, NextNinja, Tilting Point, Nexon and many others reach and exceed their growth goals by accurately predicting which users are most likely to engage and convert. Our machine learning models are optimized to target high-value users based on predicted lifetime value (LTV), driving strong return on ad spend (ROAS) and long-term user quality.
Our in-house programmatic DSP is directly integrated with top-tier ad exchanges and OEMs, processing over 4 million ad requests per second globally.
By combining real-time predictive analytics with programmatic scale, we empower our partners to unlock smarter growth, higher LTV, and measurable incremental impact.
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