How IYAGAMES Scaled High-Quality User Acquisition on the Samsung Galaxy Store and ONE Store With Moloco

About IYAGAMES

IYAGAMES, founded in 2019, is a global game developer and publisher with integrated team incubation capabilities. Over the past decade, the company has operated over 2,000 games across genres like MMORPG, strategy, and simulation, reaching over one billion users globally. One of its most well-known titles is Lands of Jail, which has helped solidify the company as a leader in the 4X strategy game genre.

Backed by a strong domestic distribution network, IYAGAMES formed a global service team to support expansion beyond Asia. Its international growth strategy began with Hong Kong and Taiwan, then moved into Japan, Korea, and Southeast Asia, with plans to reach the Middle East, Europe, and the US.

Challenge: Seeking Growth Beyond the Apple and Google App Stores in Korea

After successfully scaling its games through Google Play and the Apple App Store in Korea, IYAGAMES sought to expand its user acquisition efforts to alternative Android app stores, including the Samsung Galaxy Store and ONE Store. However, the company faced a key hurdle: it lacked an advertising partner who could effectively drive performance on these non-traditional marketplaces.

IYAGAMES turned to Moloco, recognizing them as one of the only advertising partners capable of effectively scaling user acquisition on the Samsung Galaxy Store and ONE store.

Solution: Purpose-Built Campaigns for the Samsung Galaxy Store and ONE Store

Moloco worked with IYAGAMES to develop and execute a campaign strategy tailored to the Samsung Galaxy Store and ONE Store in Korea. As one of the few ad platforms capable of delivering high-quality user acquisition at scale across these alternative app marketplaces, Moloco leveraged its extensive reach and creative diversity to drive outsized impact.

Using CPI, CPA, and ROAS-based optimization models, Moloco’s AI-powered platform served targeted ad creatives aligned to player preferences, maximizing both conversion rates and user quality. The Moloco team also worked hands-on to continuously refine campaign performance and scale results.

Results: Setting a New Standard for Growth on Alternative App Stores

IYAGAMES successfully expanded its user base, acquiring nearly 1,000 high-quality users per day on the Samsung Galaxy Store and ONE Store—an impressive feat given the niche reach of these marketplaces. With Moloco’s strategic support and expertise, IYAGAMES achieved a rare level of success on Korea’s alternative Android app stores, setting a benchmark for what’s possible beyond the traditional app store marketplaces.

“Over the last two years, we’ve grown Moloco from a test partner to a core advertising partner. Their on-the-ground expertise in Korea and ability to scale user acquisition on the Samsung Galaxy Store and ONE Store have made them one of our most effective performance partners to date.”

—Colin Wu, BD Director, IYAGAMES