How Futureplay exceeded global ROAS targets by scaling rewarded UA with Mistplay and AppsFlyer

À propos de l'entreprise 

Futureplay is a Helsinki-based mobile game studio founded in 2015 with a vision to transform the way mobile games are played worldwide. The studio built its reputation on casual and merge-style titles that blend approachable mechanics with deep progression – a formula that has driven over one billion cumulative downloads across its portfolio of nine games, including titles such as Merge Gardens and Idle Farming Empire. 

In 2021, Futureplay was acquired by Plarium, which then joined MTG in 2025. Today, Futureplay sits within MTG's Midcore District. 

Source: Sensor Tower Data (1)

Le défi 

Increasing scale without sacrificing ROAS

After a decade of building a strong presence in Tier 1 markets for casual and merge games, Futureplay was looking for ways to take its growth to the next level. But with new scale always comes the risk of sacrificing ROAS through weakened UA efficiency and quality. 

Additionally, as Futureplay pushed beyond their existing media mix, they ran into the pitfalls that often come with scaling, as signal loss, attribution complexity, and fragmentation across channels made it increasingly difficult to get a clear picture of what was actually working. 

As they approached this new stage of growth, priorities were clear – diversifying acquisition channels and expanding their geo mix while simultaneously protecting ROAS and having the attribution clarity to know what was actually working. 

Solution 

A unified strategy for scale and attribution

Futureplay Games decided to leverage the Mistplay Audience Network due to its strong publisher network and ability to reach new inventory beyond any single rewarded platform. Through continuous optimization and fast iteration on targeting and bidding strategies, Mistplay was able to scale user acquisition globally for Futureplay while keeping their key KPIs intact. New opportunities came in regularly, and when adjustments were needed, the team moved quickly. 

But that was only one piece of the puzzle, as scaling across new publishers only works if you can trust what the data is telling you. As Futureplay expanded its media mix, AppsFlyer's Protect360 Fraud Protection solution gave them the confidence that budgets were reaching real users and that the metrics guiding their decisions were clean. With sharper attribution and complete, accurate ROI measurement from AppsFlyer ROI360, they unified performance data by connecting costs to revenue streams at the most granular level. This gave them the confidence to allocate budget quickly and optimize spend where it drives growth the most. 

Les résultats 

In January 2026, Mistplay scaled Merge Gardens beyond Futureplay's ROAS targets across all key markets – both new and established. In established geos, D7 ROAS came in 30% above goal and D30 at 40% over target. 

Rolled out across both iOS and Android in March 2026, AppsFlyer's Receipt Validation had an immediate impact on rewarded traffic quality. By eliminating fraudulent and manipulated purchase events, it delivers cleaner, fraud-safe signals, resulting in a noticeable D7 ROAS uplift across several rewarded partners in the weeks following launch. 

• D7 ROAS 30% above goal in Tier 1 markets 
• D30 ROAS 40% above goal in Tier 1 markets 

“Mistplay stood out due to its strong network of partners, performance-driven approach, and ability to provide high-quality, rewarded traffic. Their transparency and hands-on collaboration style were also key factors.”

– Georgios Kousvantelos, Senior User Acquisition Manager at Futureplay 

‍Ready for your next stage of growth? ‍

If you’re a mobile game advertiser looking to scale UA (with the attribution data to back it up), then the dynamic duo of the Mistplay Audience Network and AppsFlyer might be right for you. Contact us today to get started scaling globally with leading rewarded UA and attribution solutions.