{"id":12400,"date":"2025-04-02T08:28:07","date_gmt":"2025-04-02T08:28:07","guid":{"rendered":"https:\/\/tenjin.com\/?p=12400"},"modified":"2026-04-14T11:01:47","modified_gmt":"2026-04-14T11:01:47","slug":"zplays-growth-blueprint-cracking-the-hybrid-casual-gaming-market","status":"publish","type":"post","link":"https:\/\/tenjin.com\/tr\/blog\/zplays-growth-blueprint-cracking-the-hybrid-casual-gaming-market\/","title":{"rendered":"How a Top Chinese Mobile Publisher Cracked the Hybrid-Casual Market &#8211; A ZPLAY Case Study"},"content":{"rendered":"<p class=\"wp-block-paragraph translation-block\">In this case study, we take you through how <a href=\"https:\/\/www.zplay.com\/en\" target=\"_self\">ZPLAY<\/a>, a leading Chinese mobile game publisher, used Tenjin to achieve:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u2248 50% reduction in attribution costs<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Significant boost in ROI<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background has-link-color has-text-align-center wp-element-button\" href=\"https:\/\/4079671.fs1.hubspotusercontent-na1.net\/hubfs\/4079671\/ZPLAY%20x%20Tenjin%20Case%20Study.pdf\" style=\"background-color:#6bb4e1\" target=\"_blank\" rel=\"noreferrer noopener\">Download Case Study<\/a><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">About ZPLAY<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Founded in Beijing, ZPLAY is a leading global mobile game publisher with millions of downloads around the world. The company has expanded its presence across multiple regions, with a portfolio of globally recognized hybrid-casual titles that continue to attract millions of new users monthly.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"333\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_01.png?resize=1024%2C333&#038;ssl=1\" alt=\"\" class=\"wp-image-12402\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_01.png?resize=1024%2C333&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_01.png?resize=300%2C98&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_01.png?resize=768%2C250&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_01.png?resize=1536%2C499&amp;ssl=1 1536w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_01.png?resize=2048%2C666&amp;ssl=1 2048w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_01.png?resize=18%2C6&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_01.png?w=3000&amp;ssl=1 3000w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Results<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"246\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02.png?resize=1024%2C246&#038;ssl=1\" alt=\"\" class=\"wp-image-12403\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02.png?resize=1024%2C246&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02.png?resize=300%2C72&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02.png?resize=768%2C185&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02.png?resize=1536%2C370&amp;ssl=1 1536w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02.png?resize=2048%2C493&amp;ssl=1 2048w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02.png?resize=18%2C4&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02.png?w=3000&amp;ssl=1 3000w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Tools<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"499\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_03-2.png?resize=1024%2C499&#038;ssl=1\" alt=\"\" class=\"wp-image-12414\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_03-2.png?resize=1024%2C499&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_03-2.png?resize=300%2C146&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_03-2.png?resize=768%2C374&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_03-2.png?resize=1536%2C748&amp;ssl=1 1536w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_03-2.png?resize=2048%2C997&amp;ssl=1 2048w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_03-2.png?resize=18%2C9&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_03-2.png?resize=1200%2C584&amp;ssl=1 1200w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_03-2.png?w=3000&amp;ssl=1 3000w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Challenge<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When ZPLAY partnered with Tenjin, they were navigating a range of challenges. The escalating costs of <a href=\"https:\/\/docs.tenjin.com\/docs\/mmp\">mobile measurement partners (MMPs)<\/a> became a significant concern as their campaigns scaled rapidly. They also struggled with accurately measuring their hybrid monetization efforts. Furthermore, limited support for integrating niche regional user acquisition platforms\u2014particularly in key markets like China\u2014constrained their growth. Lastly, delays in accessing campaign performance data slowed their ability to iterate and optimize their advertising campaigns efficiently.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"336\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02-1-1.png?resize=1024%2C336&#038;ssl=1\" alt=\"\" class=\"wp-image-12416\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02-1-1.png?resize=1024%2C336&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02-1-1.png?resize=300%2C98&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02-1-1.png?resize=768%2C252&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02-1-1.png?resize=1536%2C504&amp;ssl=1 1536w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02-1-1.png?resize=2048%2C672&amp;ssl=1 2048w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02-1-1.png?resize=18%2C6&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02-1-1.png?resize=1200%2C394&amp;ssl=1 1200w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_02-1-1.png?w=3000&amp;ssl=1 3000w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Solutions<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Cost Reduction and Improved ROI:<\/strong> Switching to Tenjin reduced attribution costs by \u224850%, enabling ZPLAY to scale global campaigns. Enhanced LTV insights significantly boosted ROI, particularly for hybrid-casual games.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Optimized Hybrid Monetization:<\/strong> Tenjin\u2019s LTV analysis helped ZPLAY balance IAP and IAA revenue streams effectively. The success of <a href=\"https:\/\/play.google.com\/store\/apps\/details?id=com.together.CrazyBus&amp;hl=en\">Bus Mania &#8211; Car Parking Jam<\/a> highlights Tenjin\u2019s support for hybrid models.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Real-Time Data Insights:<\/strong> Tenjin\u2019s real-time dashboards eliminated delays in accessing performance metrics, enabling faster campaign iterations and improved ROAS.<br><strong>Regional and Global Integration: <\/strong>Tenjin facilitated seamless integration with global ad platforms and emerging Chinese channels, driving over 10M monthly installs. ZPLAY expanded efficiently across markets, boosting market share in North America, Europe, and Southeast Asia.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background has-link-color has-text-align-center wp-element-button\" href=\"https:\/\/4079671.fs1.hubspotusercontent-na1.net\/hubfs\/4079671\/ZPLAY%20x%20Tenjin%20Case%20Study.pdf\" style=\"background-color:#6bb4e1\" target=\"_blank\" rel=\"noreferrer noopener\">\n      Download Case Study\n    <\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>In this case study, we take you through how ZPLAY, a leading Chinese mobile game publisher, used Tenjin to achieve:&nbsp; About ZPLAY Founded in Beijing, ZPLAY is a leading global mobile game publisher with millions of downloads around the world. The company has expanded its presence across multiple regions, with a portfolio of globally recognized&#8230;<\/p>","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,6,8],"tags":[],"class_list":["post-12400","post","type-post","status-publish","format-standard","hentry","category-best-practices","category-case-studies","category-mobile-marketing-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ZPlays Case Study | Tenjin<\/title>\n<meta name=\"description\" content=\"Discover ZPLAY&#039;s growth blueprint for hybrid casual games, with insights into user acquisition, monetization, and global scaling strategies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/tr\/blog\/zplays-growth-blueprint-cracking-the-hybrid-casual-gaming-market\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ZPlays Case Study | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Discover ZPLAY&#039;s growth blueprint for hybrid casual games, with insights into user acquisition, monetization, and global scaling strategies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tenjin.com\/tr\/blog\/zplays-growth-blueprint-cracking-the-hybrid-casual-gaming-market\/\" \/>\n<meta property=\"og:site_name\" content=\"Tenjin\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-02T08:28:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-14T11:01:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tenjin.com\/wp-content\/uploads\/2025\/04\/ZPLAY_social.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Henry Li\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TenjinMMP\" \/>\n<meta name=\"twitter:site\" content=\"@TenjinMMP\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Henry Li\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 dakika\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/zplays-growth-blueprint-cracking-the-hybrid-casual-gaming-market\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/zplays-growth-blueprint-cracking-the-hybrid-casual-gaming-market\\\/\"},\"author\":{\"name\":\"Henry Li\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/#\\\/schema\\\/person\\\/8002dabdfdd03f39d691d68d749548a3\"},\"headline\":\"How a Top Chinese Mobile Publisher Cracked the Hybrid-Casual Market &#8211; 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