How XGame Studio increased Wool Puzzle 3D’s iOS D28 retention 4x and more than doubled scale

Aug 20, 2026|3 Min

Hanoi-based XGame Studio is a top publisher with a focus on hybrid-casual and casual puzzle games. Their popular title Wool Puzzle 3D, a cozy yarn-themed puzzle game, has proven to be a hit with players, with tens of millions of downloads across both iOS and Android.

XGame Studio looked to further scale the title while prioritizing high-quality users who would retain, engage, and convert late into the game. By integrating Unity Ads D28 Ad Revenue and D28 Hybrid ROAS campaigns to their existing Unity campaign mix, XGame Studio increased iOS scale 2.5x, improved D28 iOS retention 4x, and grew total D28 ad revenue ARPU by 50%.

2.5x

iOS scale increase*

4x

iOS D28 retention**

1.5x

D28 ad revenue ARPU***

The goal

XGame Studio sought to grow the scale of Wool Puzzle 3D while maintaining and improving the user quality that underpinned their ad monetization. Beyond their successful D7 ROAS campaigns, they looked to reach users whose ad engagement compounds over the full 28-day post-install window.

The solution

The Unity team recommended expanding XGame Studio's existing D7 campaign portfolio with D28 Ad Revenue ROAS and D28 Hybrid ROAS campaigns. Rather than replacing what was working, this multi-campaign approach assigned each campaign type a distinct role across the player value curve, ensuring no segment of high-value users went unaddressed.

In their own words

““Unity’s D28 Ad Revenue campaigns helped us impressively scale Wool Puzzle 3D with high-quality users. We were able to grow the game and our ad revenue, without sacrificing near-term efficiency.””

Ms. Phuong - XGame Studio

CMO

Driving retention and ad revenue with D28 Ad Revenue ROAS campaigns

XGame Studio was seeing strong results from their D7 ROAS campaigns on Unity Ads, but looked to scale using longer optimization windows for Wool Puzzle 3D. The Unity team recommended adding the D28 Ad Revenue and D28 Hybrid ROAS campaigns to their mix.

The D28 Ad Revenue ROAS campaign type was introduced to the publisher in March 2026. The new campaigns had immediate results, acting as a step-change catalyst for Wool Puzzle 3D. iOS spend scaled to 2.5× the pre-D28 baseline, and total game-level volume grew 37.5%****.

This was achieved by opening access to an untapped user segment, building scale on top of existing volume.

XGames Studio’s D7 campaigns were effective at identifying users who monetize quickly, but some of the most valuable users didn’t fully reveal themselves within that window.

For many titles, a significant portion of total game revenue is generated after Day 7 as ad revenue compounds and players return to engage over days 8 through 28. Unity Ads D28 Ad Revenue ROAS, powered by Unity Vector, addresses this window directly.

Unity Vector helps to predict the value a user is likely to generate across the full 28-day post-install window and adjusts bids to ensure that D28 Ad Revenue ROAS campaigns are delivering results efficiently.

The result for Wool Puzzle 3D was a 4× improvement in D28 retention compared to D7 campaigns, and a 24% D28 ROAS uplift on US iOS. These significant results reflect a fundamentally different user profile that was being reached - users whose value is only visible beyond the D7 window.

Critically, volume and quality growth moved together. Game-level D28 Ad Revenue ARPU grew 50% after D28 Ad Revenue ROAS became the primary scale driver across both iOS and Android.

In the US, the D28 ARPU gains were even sharper with an 85% increase on iOS and 91% on Android.

Campaign coverage across the full player value curve

Each campaign type in XGame Studio’s campaign mix for Wool Puzzle 3D served a distinct function that helped enable the publisher to drive revenue and retention:

Campaign mix breakdown

Campaign Type

D7 Ad Revenue ROAS

Primary Strength

Short-cohort ad revenue ROAS performance