How Playio Switched to Airbridge and Now Manages Global Marketing From a Single Platform
Best Value for Gamers — The Reward App for Gamers, Playio
Q. Could you introduce yourself and the company?
Hello, I am Hayoung Park, Marketing Team Lead at Playio. I have been passionate about gaming since the start of my career—my very first job was at a game company. Currently, at GNA Company, I am working with Playio toward our mission of "Best Value for Gamers" to build a healthy gaming ecosystem.
Q. Could you tell us about Playio?
Playio is fundamentally a play-time-based reward app. Users earn points based on the time they spend playing games, and they can exchange those points for products. However, Playio aims to be more than a simple reward app—it is an environment where gamers are recognized for their unique value.
For example, rather than just offering rewards, we rank users into levels and tiers based on their actual play time. Playio also serves as a community where diverse gamers come together. For users, it is a space to enjoy games and connect; for game publishers, it is a marketing channel recognized for having highly engaged "core gamers" who drive installs and retention.
Q. We understand Playio operates in multiple countries.
That is right. Playio is currently live in Korea, the United States, Japan, and Taiwan. We are also planning to expand into Hong Kong, Macau, and more.
Q. How is the marketing team structured and what does it do?
Our marketing team is divided into B2B and B2C parts. The B2B team, newly formed in 2025, works closely with our sales team to demonstrate how effective Playio is as a marketing channel. They publish articles, send newsletters, generate leads to acquire new clients, and strengthen relationships with existing partners.
The B2C team focuses on helping users discover and enjoy Playio. Beyond acquiring new users, they run various marketing actions to keep existing users satisfied and engaged.
Playio's Journey to Airbridge
Q. We heard Playio is on its third MMP, and chose Airbridge. What was the background?
Last year, we entered the Japanese market and started working with a local publisher who also took on marketing. That meant we needed to restrict the publisher's dashboard access to Japan-only data—they should not see performance from other countries. Our previous MMP said this kind of country-level data segmentation was not possible.
So we started looking for an MMP that could limit data visibility by country. Most MMPs could not offer it. Airbridge was the only one that confirmed they could do it, which is what led us to migrate.
But that was not the only reason. Personally, I had always felt Airbridge had a more intuitive UI/UX compared to other MMPs. Marketing performance is something that should be accessible to everyone in the organization—not just data analysts or performance marketers—and Airbridge's intuitive interface made that possible.
Q. How long did the migration take, and how was the process?
About one month. As I mentioned, we had a special requirement for country-level data permission separation, and we had many additional requests during the integration process. We held frequent migration meetings, but thanks to the proactive support from the Airbridge team, everything went smoothly.
MMP migrations are not something you do often, and they tend to be difficult and time-consuming. Airbridge provided a systematic process with a thorough checklist, which allowed us to complete it quickly. They also conducted company-wide onboarding training, enabling more colleagues to use Airbridge.
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Q. Playio operates across multiple countries. Country-specific strategies and performance measurement must be very important.
Exactly. We run different strategies and media channels by country. Korea launched in 2021, Japan in April last year, and Taiwan in November. In Korea, D30 retention exceeded 30% last year, so user loyalty is very high. We focus not just on acquiring new users but also on content, character-based, and CRM strategies to effectively communicate the brand vision.
Taiwan and Japan are in a rapid growth phase, with a stronger emphasis on new user acquisition. We actively run major channels like Google and Meta along with DSPs, optimizing country-specific strategies.
Q. What Airbridge features does Playio use most for mobile marketing optimization?
We use Airbridge metrics and data extensively for measuring ad performance by media channel and creative. One feature Playio particularly values is the variety of reports. Other MMPs do not offer this level of report diversity. Airbridge lets you customize reports by any metric you want—that is a huge plus.
Our marketing team goals are aligned with company-wide KPIs—things like new user growth and retention improvement. We use Airbridge's various report features to create and share charts so the entire company can track these goals together. Thanks to the onboarding training, colleagues outside marketing now build their own reports directly.
Another key feature is tracking links through custom channels. Beyond mobile ads, Playio runs a lot of influencer marketing, content marketing, and external partnership promotions. For these, we use custom channels to measure and optimize performance by campaign and by influencer.
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Q. Can you share examples of marketing results achieved with Airbridge?
In Korea, we have a case where we improved performance by combining Airbridge funnel reports with internal data analysis. Retention improvement was a key goal in Korea. We used internal data to identify user "aha moments," created various action items to guide users to those moments, ran A/B tests, and used Airbridge funnel reports to check and optimize the results. Ultimately, by optimizing the path to the aha moment, domestic D30 retention exceeded 30%.
We also have a country-specific marketing optimization case. In Taiwan, Airbridge Actuals reports revealed that video creatives performed significantly better than image creatives in UA campaigns. Based on this data, we increased the video creative ratio, resulting in over 100% increase in user acquisition and 40% savings in user acquisition costs.
Want to learn more about Playio's mobile marketing results with Airbridge? Read the full case study
Q. As a marketer, what are the biggest advantages of Airbridge?
One of the biggest advantages I see is that, even as an MMP, Airbridge's data visualization is exceptionally well-designed. There are many customizable reports, flexible data combinations, and the design is highly intuitive. Having used multiple MMPs, Airbridge is the only one that offers this level of diversity and intuitiveness in its dashboard.
Another major advantage is that non-marketers can also use it with ease. For people outside of marketing or data roles, looking at data can feel daunting. But Airbridge's intuitive UX/UI and easy usability make it comfortable even for colleagues with no marketing background.
Playio's Vision: The Future of Gaming Entertainment (Reward 2.0)
Q. Playio is more than a simple reward channel—it recognizes and respects the value of gamers. What is Playio's vision for the future of game reward platforms?
Gamers play for a variety of motivations—from simple fun to achievement, social connection, and recognition. Playio plans to offer even more features, content, and rewards to amplify these diverse motivations.
We believe Playio's vision goes beyond being just a reward platform. We call this "Reward 2.0." Under this vision, we aim to continue recognizing users' value as gamers while becoming a platform that offers game publishers much more targeted advertising.
Q. What are the marketing team's goals as Playio walks the path of Reward 2.0?
As I mentioned, Playio strives to create a healthy gaming ecosystem beyond simple rewards. The marketing team moves together toward this goal. Every team member is a gamer themselves, and we work to create more experiences that deliver value to gamers in line with the product's direction. That is why Playio does marketing.
Q. Any final thoughts you'd like to share?
Having been through multiple MMPs, I am happy to have settled on Airbridge. The complex migration was completed quickly, and now the entire company is achieving growth through Airbridge data. With its intuitive dashboard, responsive CSM support, and many other advantages, I cannot imagine going back to another MMP.
Everyone at Playio is working hard to build a better service. New features are constantly being added and the service is evolving rapidly, so please keep watching Playio's journey. We are also continuously hiring talented people to join us on this exciting path.
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