Playrix Marketing Producer Aleksandr Bajev discusses how the mobile gaming company uses Unity Ads and the Unity Vector AI system to scale user acquisition for Township. Key highlights include significant growth on Google Play Android after Vector's release, successful testing of the D28 IAP ROAS optimizer which targets longer-term user retention over short-term metrics, and the ability to scale overall spend by running D7 and D28 campaigns in parallel. The D28 optimizer delivered better revenue per install over time despite higher initial CPIs.
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Can you please introduce yourself, share a bit about Playrix, and what your role is on the team?How long has Playrix been working with Unity Ads?How has Unity Vector impacted your campaigns, both existing and new?What prompted Playrix to test and scale Township with Unity Ads’ D28 IAP ROAS optimizer?What metrics or feedback did you monitor to ensure your campaigns were performing?What results did you see post D28 IAP ROAS optimizer launch?What aspects of working with Unity’s team did you find most valuable?32 Impressions