MegaJoy Studio

MegaJoy Studio builds and publishes a portfolio of casual mobile games spanning puzzle and story-driven genres, including Role Swap: Tricky Puzzle, Star Girl: Love Story, Horror Story: Horror Puzzle, and Brain Fever: Puzzle Game. With several live titles and an established monetization setup, the studio was already in a strong position, and looking for ways to push ARPDAU higher across its catalog.

The Opportunity

MegaJoy had a working monetization setup across its games. The question PubScale set out to answer was whether there was more ARPDAU to unlock by widening the pool of demand competing for each impression.

ARPDAU is driven in large part by competition. The more quality demand sources bidding on an impression, the higher the clearing price tends to be. Google Ad Manager brings a large pool of premium demand to the table, which made it a natural candidate to lift yield. Rather than assume the addition would help, PubScale proposed proving it with a controlled test, and measuring the impact precisely, format by format and game by game.

The Approach

PubScale ran a clean A/B test across four of MegaJoy's games at once. Traffic was split evenly, with one group left on the existing setup and the other given the same setup plus Google Ad Manager as an added demand source. That design isolated the single variable that mattered: the added demand.

The test was also run with discipline. Results were tracked separately for each ad format, Banner, Rewarded, and Interstitial, and each format earned its own decision. Where a format showed a clear lift, it was rolled out to 100% of traffic. Where the result was marginal or negative, PubScale adjusted pricing and tested again, or held it back rather than ship a change that had not earned its place. The goal was durable ARPDAU gains, not a one-time reading.

The Results

Adding Google Ad Manager lifted ARPDAU across almost every format, in all four games. The size of the lift varied by format and title, but the direction was consistent, and Banner emerged as the standout performer across the portfolio.

A few patterns stand out.

Banner was the most reliable winner. It improved in every game, with lifts ranging from +5.7% to +19.8%, and became the clearest gain across the catalog.

In Brain Fever it started almost flat at +0.2%, but after a price adjustment it climbed to +19.3%, the second-largest lift in the entire test. That is the disciplined approach paying off: a format that looked unremarkable on the first read became one of the biggest wins once it was tuned. Rewarded formats also delivered a strong early lift in Star Girl at +7.5%.

Interstitial was the most mixed. It added modest ARPDAU in most games, up to +5.1% in Brain Fever, but slipped in others. That is exactly why it was priced and re-tested rather than rolled out blindly. Where it improved, it was applied. Where it did not, it was held.

Why It Worked

The mechanism is competition. ARPDAU rises when more quality demand bids for each impression, and Google Ad Manager brought exactly that: a deep pool of premium demand competing alongside the existing sources. More competition raised clearing prices, and that showed up as higher ARPDAU, most strongly on Banner, a high-volume format where added demand compounds across many impressions.

Just as important, the gains were real rather than noise, because every format was tested on its own and kept only when it proved itself. The uplift MegaJoy walked away with was the uplift that survived scrutiny.

Conclusion

For a studio with an established setup, the next gain is not always a new placement or more ad load. Sometimes there is more competition for the inventory already there. By adding Google Ad Manager as a demand source and validating the impact through a disciplined, format-by-format A/B test, MegaJoy lifted ARPDAU across almost every format in its portfolio, with Banner leading the way.

The approach is as repeatable as the result. Widen the demand, test format by format, and roll out only what earns it. That is how MegaJoy turned a single change into durable ARPDAU gains across four games at once.