Hello Town’s D30 ROAS Grows 69.3% with adjoe’s Playtime, Fueling Global Expansion

Springcomes, a mobile game developer based in Seoul, is an established global player in the casual, puzzle, and RPG segments with more than 300 million downloads across its portfolio. 

Among its standouts is Hello Town, a casual simulation title with strong engagement potential and a loyal user base. As the company continued to broaden its footprint beyond Korea, Japan, and the United States, Springcomes sought new ways to acquire high-value users at scale. 

In pursuit of this goal, the team integrated Playtime, an event-based rewarded model used to enhance user engagement and ensure long-term profitability. 

Fast forward from the start of the integration in Q1 2025 to Q3, Springcomes recorded over 1.1 million installs from high-quality users across its portfolio through Playtime. Let’s explore how we made it possible.

As Springcomes was accelerating its global expansion, the team faced the difficult task of maintaining profitability while entering new and diverse markets. Traditional rewarded media often posed limitations, particularly when it came to traffic volume and targeting flexibility; two areas critical for a company focused on sustainable, worldwide growth. 

Instead, Springcomes was looking for a solution capable of delivering not only scale, but also high-quality users who would engage with the game beyond the initial install and contribute to strong ROAS performance across regions. 

To address these challenges, Springcomes integrated adjoe’s time- and event-based Playtime solution, shifting its user acquisition strategy from install-based campaigns to engagement-driven ones. This transition aligned perfectly with Hello Town’s gameplay, which encourages longer sessions, steady progression, and repeat visits. 

By rewarding players based on the amount of time they spent engaging with the game, rather than simply installing, Springcomes was able to attract users with genuine long-term potential. In addition to improved user quality, the partnership granted Springcomes access to adjoe’s extensive global rewarded inventory spanning 52 countries. 

This offered the volume, diversity, and reach needed to scale effectively across multiple regions while maintaining performance consistency. Ultimately, the Playtime model provided a framework through which Springcomes could identify, acquire, and retain valuable players worldwide. 

The outcome of Springcomes’ partnership with adjoe has been transformative. 

Hello Town achieved 69.3% growth for its D30 ROAS, outperforming all of the initial expectations. Across its portfolio, Springcomes surpassed 1.1 million installs between Q1 and Q3 2025 through adjoe’s campaigns, which translated into global reach with a dedicated, high-quality user base across 52 markets. 

This expansion immediately unlocked new revenue opportunities for Springcomes that had previously been inaccessible through traditional rewarded media. 

Reflecting on the collaboration, Kate Kang, Senior Demand Growth Manager at adjoe, says: “adjoe’s Playtime enables advertisers to achieve long-term user retention and stable ROAS performance. Combined with Springcomes’ precise marketing execution, this partnership has delivered remarkable results, scaling volume while maintaining strong ROAS outcomes.”

Following the continued success of its portfolio on Playtime, Springcomes is growing its investments in engagement-based user acquisition strategies. The company plans to expand Playtime campaigns into new markets, refine its optimization, and leverage insights gained from Hello Town to enhance the UA performance of all future titles. 

As Springcomes grows its global footprint, adjoe’s Playtime will remain a pivotal component of its user acquisition strategy. It proved itself as a perfect match for the studio’s commitment to sustainable growth, long-term player value, and continued success within the global mobile gaming industry.