原文来源：How Playrix is growing Township with Unity Ads’ D28 IAP ROAS optimizer — Unity Blog
Aleksandr Bajev, Marketing Producer at Playrix, recently sat down with the Unity team to discuss how one of the world’s leading mobile gaming companies is leveraging Unity Ads to grow their titles. Watch the video or keep reading to learn how Playrix is utilizing Unity’s suite of growth services to scale Township and drive greater revenue, including with Unity Ads’ D28 IAP ROAS optimizer powered by Unity Vector.Can you please introduce yourself, share a bit about Playrix, and what your role is on the team?Aleksandr Bajev: “My name is Aleksandr Bajev and I'm a Marketing Producer at Playrix. I'm responsible for working with networks like Unity. I work with retargeting and I’m in charge of benchmarks and marketing intelligence.Playrix is a mobile gaming company. We're usually known for our casual titles, such as Fishdom, Gardenscapes, Homescapes, and Township.”How long has Playrix been working with Unity Ads?AB: “Unity and Playrix - we're working together for quite some time. As of today, we're working with the whole suite of Unity marketing offerings.”How has Unity Vector impacted your campaigns, both existing and new?AB: “After the Vector release, we started to see a granular improvement that definitely affected how much we were able to scale with that channel.Maybe the biggest point that was impactful for us was Vector improvement on Google Play. Historically, we're not spending on Android, but starting in the second half of the year, the improvement was so obvious.We scaled very significantly, from basically having very, very limited scale, to now Unity on Google Play is really one of the top channels for us.”What prompted Playrix to test and scale Township with Unity Ads’ D28 IAP ROAS optimizer?AB: “When we had a chance to participate in testing that product together with Unity, we were super excited to do so. And just as advertised, it did work well for us. We saw that type of campaign scaling over time, and we're super happy with the outcomes.”What metrics or feedback did you monitor to ensure your campaigns were performing?AB: “With D28 specifically, we scaled gradually because we understood that the long-term curve would be different. Because retention comes first, we understand that the retention of those users is significantly better, so we'd expect that long-term value would be better. And in the end, we did see that higher CPIs were outshined by better revenue per install over time.Then we just ensured that the curve is stable long-term and started to scale it. And with scaling D28, we monitored and compared it also toward D7.”What results did you see post D28 IAP ROAS optimizer launch?AB: “We saw as we increased the spend on D28 that the performance was significantly better there, our overall spend did increase and we were able to scale D7 plus D28 significantly higher than it was before. So we are happy with the results.We definitely plan to keep both types of campaigns, both types of optimizations. Again, the main result, our scale within our expected performance increased by using D28.Vector is moving towards being a solution, and Unity as a channel being a solution, that is stable and significant in our overall marketing mix.”What aspects of working with Unity’s team did you find most valuable?AB: “Especially when we were testing a new optimization type, the support from the Unity team was super important for us. They initially suggested what kind of geos and titles we could explore first, and that's how I started with Township specifically.It's a very strong team on the partner's side. By trusting them, we really gained the results that we want.”
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原文来源：How Playrix is growing Township with Unity Ads’ D28 IAP ROAS optimizer — Unity Blog
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Playrix的营销制作人Aleksandr Bajev最近与Unity团队坐下来讨论了世界领先的移动游戏公司之一如何利用Unity Ads来发展他们的游戏。观看视频或继续阅读，了解Playrix如何利用Unity的增长服务套件来扩展Township并增加收入，包括使用Unity Ads由Unity Vector提供支持的D28 IAP ROAS优化器。您能否介绍一下自己，分享一下Playrix ，以及您在团队中的角色是什么？ Aleksandr Bajev ： “我叫Aleksandr Bajev ，是Playrix的营销制作人。我负责与Unity等网络合作。我从事重定向工作，负责基准测试和营销情报。Playrix是一家移动游戏公司。我们通常以休闲头衔而闻名，如Fishdom、Gardenscapes、Homescapes和Township。“Playrix与Unity Ads合作多久了？ AB ：“ Unity和Playrix -我们在一起工作了很长一段时间。截至今天，我们正在使用整套Unity营销产品。“Unity Vector如何影响您的活动（包括现有和新的） ？ AB ：“ Vector发布后，我们开始看到细微的改进，这肯定会影响我们能够通过该渠道扩展的程度。可能对我们产生影响的最大一点是Google Play上的Vector改进。从历史上看，我们没有在安卓上花钱，但从今年下半年开始，这种改善非常明显。我们进行了非常显著的扩展，从基本上非常非常有限的规模，到现在Google Play上的Unity确实是我们的顶级渠道之一。“是什么促使Playrix使用Unity Ads的D28 IAP ROAS优化器测试和扩展Township ？ AB ：“当我们有机会参与测试时，与Unity一起，我们对此感到非常兴奋。正如宣传的那样，它确实对我们很有效。我们看到这种类型的推广活动随着时间的推移而扩展，我们对结果非常满意。“您监控了哪些指标或反馈，以确保广告系列的绩效？ AB ：“特别是D28 ，我们逐渐缩放，因为我们知道长期曲线会有所不同。因为留存率是第一位的，我们知道这些用户的留存率要好得多，所以我们预计长期价值会更好。最后，我们确实看到，随着时间的推移，每次安装的收入越高， CPI越高。然后，我们只是确保曲线长期稳定，并开始扩展。通过缩放D28 ，我们对其进行了监测，并将其与D7进行了比较。“在D28 IAP ROAS优化器发布后，您看到了什么结果？ AB ：“我们看到，随着我们在D28上的支出增加，那里的表现显着改善，我们的总体支出确实增加了，我们能够将D7加上D28的规模大大提高。因此，我们对结果感到满意。我们绝对计划保留这两种类型的推广活动，两种类型的优化。同样，主要结果是，通过使用D28 ，我们在预期绩效范围内的规模有所增加。Vector正在朝着成为解决方案的方向发展，而Unity作为一种解决方案，在我们的整体营销组合中是稳定和重要的。“您认为与Unity团队合作的哪些方面最有价值？ AB ：“特别是当我们测试一种新的优化类型时， Unity团队的支持对于我们。他们最初建议我们可以先探索什么样的地理位置和头衔，这就是我从Township开始的具体方式。这是一个非常强大的团队在合作伙伴方面。通过信任他们，我们真正获得了我们想要的结果。”