Overview 

South-Korean game publisher Springcomes partnered with rewarded user acquisition platform Gamelight to scale the user base of their hybrid-casual game Merge Sweets. 

This article focuses on Merge Sweets, a title that has become a standout performer in the merge game genre due to its innovative gameplay and immersive player experience. 

The campaign and results 

In 2024, Gamelight launched a campaign to grow Springcomes’ user base and scale Merge Sweets globally. The campaign aimed to achieve impressive ROAS targets while accessing new markets, such as North America and Europe. 

Using its AI-driven platform, Gamelight analysed large amounts of data on user behaviour, playing patterns, and demographics. This allowed Gamelight to target high-LTV users most likely to engage with Merge Sweets. The results were outstanding, surpassing the initial ROAS milestones set by Springcomes. 

● Gamelight delivered an impressive 500,000 installs for Merge Sweets during the campaign. 

● By D7, the campaign achieved 158% of the ROAS target. 

● By D30, the ROAS growth reached an impressive 235%, demonstrating sustained profitability. 

● Merge Sweets reached full profitability in just 45 days after the campaign launch. 

These achievements highlight the power of Gamelight’s AI targeting and personalisation, strengthening its reputation as a leading rewarded mobile marketing platform. 

About Springcomes 

Springcomes is a South Korean mobile game publisher known for its innovative hybrid-casual games that captivate players worldwide. With a portfolio that spans multiple genres and millions of downloads, Springcomes has built a strong reputation for delivering engaging and profitable gaming experiences. 

Conclusion 

The year-long collaboration between Gamelight and Springcomes has been an absolute success, showcasing the transformative potential of Gamelight’s AI-driven UA strategies. The campaign for Merge Sweets achieved 500,000 installs, exceeded the D7 ROAS target by 158%, and delivered a remarkable 235% growth by D30. In addition to reaching full profitability in just 45 days, this initiative allowed Merge Sweets to penetrate competitive markets in North America and Europe, significantly expanding its player base and driving sustained growth. 

By combining expert media strategy, market expansion initiatives, and data-driven insights, Gamelight allowed Springcomes to establish Merge Sweets as a leading title in the merge game genre. This case study emphasises the effectiveness of Gamelight’s platform in delivering immediate results while securing long-term success for game publishers.