Language Learning App tonton Doubled Revenue While Boosting User Motivation with adjoe Playtime

// This press release has been translated from Japanese. The original text can be found on Voix, PR Times, Nifty.

The English language learning app tonton doubled revenue after implementing adjoe’s Playtime.

tonton is a free app where users earn points through their learning progress, which can be exchanged for money. With Playtime’s implementation, ARPDAU increased 12x, and the Day 7 retention rate improved by 11%. This successfully maximized revenue while simultaneously boosting users’ learning motivation.

Background

tonton is a free English vocabulary learning app that rewards users based on their learning progress, allowing them to exchange earned points for extra value, like PayPay points, Amazon gift cards, and au Pay gift cards. The app’s key feature is visualizing learning progress and combining it with incentives to maintain English learning motivation. Since its release in March 2025, it has received high ratings in the iOS App Store education category, with the novel experience of “earning pocket money while studying” particularly popular among young English learners.

Challenges Before Playtime

tonton had set a daily limit on the number of coins that could be earned to encourage continuous daily learning. However, this reward design created challenges in maintaining user engagement and maximizing revenue. As users who reached the limit sought mechanisms to earn additional coins as “study breaks”, the team began considering new rewarding possibilities.

However, typical offerwalls feature irrelevant offers, which held little interest for tonton’s user base, creating a poor fit. This led to the decision to implement Playtime.

Results

The main implementation objective was to provide users with an experience to earn coins during study breaks. Playtime provided a reward mechanism through gaming, building increased retention and open rates.

With Playtime’s implementation, ARPDAU increased 12x compared to other solutions tried by tonton, and overall app revenue doubled. Furthermore, D7 retention for Playtime users was 11% higher than average, demonstrating that users who enjoy games during study breaks are more likely to continue English learning.

• Profitability (ARPDAU): Compared to other solutions, ARPDAU increased 12x, achieving extremely high revenue efficiency
• Overall App Revenue: Playtime became a strong revenue pillar, increasing overall app revenue up to 2x
• High User Engagement: D7 retention for Playtime users was 11% higher on average compared to non-users, suggesting that users who enjoy games during study breaks are more likely to continue English learning

About adjoe and Playtime

adjoe GmbH provides Playtime, a solution that drives both app monetization and user engagement simultaneously. Playtime integrates seamlessly into apps, enabling users to browse a curated catalog of popular mobile games, select titles that interest them, and earn rewards through gameplay. adjoe is growing rapidly, partnering with over 1,000 games worldwide and connecting with 600 million mobile users annually.

Conclusion

This case study demonstrates how the English vocabulary app “tonton” successfully monetized through advertising while enhancing user motivation to learn. Moving forward, we can anticipate a future where technology-driven learning experiences continue to expand, making education more enjoyable and accessible for people everywhere.