How exmox achieved 50% higher LTV and 40% higher retention rate compared to other partners for Paxie Games’ Merge Studio: Fashion Makeover.

#1

rewarded partner in UK, DE, CA

Background

Paxie Games, founded in September 2021 and based in Istanbul, Turkey, is a mobile game development studio specializing in high-quality casual and hybrid mobile games. Their flagship title, Merge Studio: Fashion Makeover, combines character makeover gameplay with Merge-2 puzzle mechanics and has achieved over 25 million cumulative downloads as of November 2024.

Challenge

Paxie was looking for a partner to expand their market share across key geos, particularly in regions where they have a strong presence already, like in the US, UK, Germany, and Canada.

Their primary goal was to collaborate with an incentivized partner capable of delivering significant volume while ensuring stable growth and maintaining high-quality.

Strategy

Exmox collaborated closely with the Paxie team to design a tailored, full-cycle reward flow incorporating deep events that enabled user retention and performance to grow. This included implementing refined reward structures to attract high-quality users, aligning seamlessly with the partner’s retention and LTV objectives.

In addition to focussing on level based progression, exmox also strategically included attractive purchase options to add to the player experience and in turn user retention and performance.

Through consistent conversion and performance monitoring, exmox was able to identify funnel improvements which were implemented where necessary, leading to an additional uplift in performance. Together with the Paxie team, exmox conducted a detailed analysis of the flow to ensure a seamless and healthy progression.

Results

Following the implementation of the customized reward flows and the sustainable performance based scaling, exmox ranked as the #1 incentivized partner in the UK, DE, and CA by volume in October 2024 and #3 in the highly competitive US market.

By delivering substantial volume and enabling Paxie to expand their presence in the targeted geos, users acquired through exmox campaigns demonstrated at least 50% higher LTV and 40% higher retention compared to other networks in the rewarded space.

Beyond partner comparisons, exmox’s performance consistently met Paxie’s expectations, even exceeding them by up to 25-30% during certain weeks in October.

The implementation of custom funnel events, enhanced with deeper events and special purchase bundles, significantly boosted player retention and sustained engagement, fostering a more loyal and profitable player base over time.