Introduction
Merge Paradise is a merge puzzle game on iOS developed by Storytaco. The game features character-driven progression, multiple in-app currency systems, and a battle pass with free and premium tiers. The core loop creates persistent demand for in-app resources, making it a strong candidate for testing offerwall as a user acquisition channel.
Storytaco ran a CPI campaign through Torox’s offerwall network to acquire US iOS users. The goal was straightforward: test whether reward-motivated users would engage with the game’s economy deeply enough to generate real revenue.
Challenge
The common assumption about offerwall traffic is that users install to earn a reward on another platform, do the minimum required, and never return. If that holds, offerwall CPI is a volume play with poor lifetime value.
For a merge game with multiple currency systems and a battle pass, the question was specific: would these users engage with the in-app economy, or would they install and churn? Profitability at D30 on iOS US is difficult to achieve on most channels. Doing it with offerwall traffic would challenge a core industry assumption.
Solution
Torox’s offerwall distributes CPI offers across reward platforms where users actively browse and select which apps to install. Unlike display or video ads where the user is interrupted, offerwall users are self-selecting. The install is intentional, even if the initial motivation is earning a reward elsewhere.
While Story Taco paid on a straightforward CPI basis, Torox structured the campaign with CPE events on the back end meaning users acquired through the offerwall were driven to engage with the game beyond just installing it. The advertiser got the simplicity of a CPI model with the user quality benefits of CPE, without managing the complexity themselves. Attribution was tracked through Adjust.
Results
The campaign delivered two results that directly challenge the assumption that offerwall traffic is low quality:
By month two, 85.5% of total revenue came from actual in-app purchases, not ad impressions. IAP revenue doubled month over month. These users were not just opening the app to earn their reward. They were progressing through the game, hitting currency gates, and choosing to spend.
Conclusion
As the campaign continued to run, the performance trend was upwards across all key metrics. Torox’s offerwall proved itself as a profitable, scalable acquisition channel for Merge Paradise, delivering users who engaged with the game’s economy at a level comparable to paid traffic from traditional channels.
“The quality of users from Torox’s offerwall surprised us. They engaged with the game economy the same way our paid users do.”
Storytaco UA Team