Building on the success of their wildly popular jam puzzle, Screw Master 3D: Pin Puzzle, EOGAMES Studio once again partnered with Supersonic to launch their latest zen hit Unravel Master: Tangle Puzzle.
Together, they set out to design monetization and UA strategies that would drive revenue and unlock global scale. And in just under 2 months, the game has reached the Top 200 downloads in mobile games¹ and ranked among the Top 30 hybrid-casuals by revenue², hitting 5th among screw puzzles.³
From boosting monetization with data-driven insights, to balancing ads and in-app purchases, and attracting more top-spending players, we’re breaking down Unravel Master: Tangle Puzzle’s blueprint for success.
Knowledge sharing across titles
Unravel Master: Tangle Puzzle marks EOGAMES Studio’s 3rd title with Supersonic. Their strong and collaborative partnership gave Supersonic the freedom to experiment with innovative monetization and UA strategies, taking Unravel Master: Tangle Puzzle to new heights. Together, the teams drew from proven elements that performed well in Screw Master 3D: Pin Puzzle to drive both revenue and scale for Unravel Master: Tangle Puzzle.
"Our winning partnership with Supersonic allowed us to blend proven strategies with innovative approaches to monetization and UA, driving Unravel Master’s remarkable growth.”
– Hunt.C, CEO of EOGAMES Studio
Starting off strong with a winning core concept
The game’s key strength lies in its enjoyable and proven core gameplay where players untangle woven yarn, blending skill-based moves with zen puzzle mechanics. Initially tested in WeChat, the Supersonic team immediately recognized its potential, and acted quickly to leverage these core mechanics as a springboard for building out the game's economy, designing level difficulty, and adding deeper meta.
Balancing game economy with the right mix of IAA and IAP
While developing the game economy, one of the biggest challenges was resisting the urge for rapid, ad-driven scaling at the expense of a strong IAP foundation. Together, EOGAMES Studio and Supersonic took a disciplined, data-driven approach to developing the right game economy strategy. With access to robust data from the onset, they carefully tested and improved the in-game economy before scaling, and were able to reach a 60% IAP share⁴ following these key steps:
1. Converting luck-based gameplay into skill-based strategy
First up, the Supersonic team designed new levels and added a shop to assess early player engagement. Applying insights from Screw Master 3D: Pin Puzzle, they strategically added monetization inflection points, and assessed players’ reactions to these pressure points to determine if they were making purchases in order to keep playing.
For example, the Supersonic team monetized a screw-inspired x-ray feature that turned luck-based gameplay into skill-based strategy. With this feature, players have the ability to assess which color yarn they want to unravel first, giving them a greater sense of control and encouraging them to keep playing by helping them make their next move.
2. Monetizing win streaks
Next, the Supersonic team added a win-streak mechanic that monetizes players’ loss aversion. By rebalancing their RV approach, the team maximized total revenue and increased IAP share. With a focus on revives during win streaks, they were able to boost conversions. This careful development of the game's economy supported by strong analytics allowed Supersonic to balance RVs and IAP, leading to a total daily revenue of $150K USD.⁵
“By combining robust analytics with well-tested game economy design, we achieved a balanced monetization model that resulted in Unravel Master’s 60% IAP share on both OS and total daily revenue of $150K in under 2 months.”
– Hunt.C, CEO of EOGAMES Studio
3. Segmenting players to optimize IAP
To maximize monetization, a deep understanding of player behavior was key. The Supersonic team leveraged robust data to segment players. Matching bundles and personalized price points to player personas helped drive IAP conversions and long-term engagement.
With access to a strong database, the Supersonic team had a greater ability to adjust the difficulty curve, including conducting core segmentation and matching difficulty to player behaviors. This data also helped to optimize the IAP shop, allowing the team to track sales, adjust prices, and ultimately strike the right balance between RVs and IAP inside of the game itself. Going forward, this robust data will be key in helping model player behavior when the time comes to evolve the game economy.
Strategic UA to reach the right players
The Supersonic team focused their UA strategy on finding the right players for Unravel Master: Tangle Puzzle's IAP-heavy model. As a first step, they prioritized the western market with a special focus on the US, and then soon expanded to Japan and Korea.
1. Testing longer optimization windows
The Supersonic team unlocked scale by testing longer optimization windows for UA campaigns, frequently extending testing to D28. This allowed for a more efficient approach, accepting lower D0 ROAS in anticipation of significantly higher multipliers over time, where the Supersonic team saw that the jumps between D0 to D1 and D3, and even jumps up to D7 were much higher on UA campaigns with longer optimization.⁶
2. Driving conversions with winning playables
When it came to creatives, EOGAMES Studio worked with Supersonic to launch long format playables that involved deep engagement. They found that the winning formula involved over 30 clicks, allowing them to capture highly engaged users.
3. Testing early retention
Additionally, EOGAMES and Supersonic strategically shifted their UA focus from early ROAS to early retention as a measurement of success. This allowed for quicker adjustments if player churn rates indicated a mismatch, fundamentally transforming their UA strategy by providing deeper insight into the game's path to profitability.
Setting the stage for sustainable success
Looking ahead, Supersonic and EOGAMES Studio will continue to optimize Unravel Master: Tangle Puzzle for sustained success. Key next steps include implementing seasonal Live-Ops like a Halloween themed event, to keep the game fresh and engaging.
The insights gained from Unravel Master: Tangle Puzzle are now informing EOGAMES Studio’s additional titles with Supersonic, helping to unlock even more scale. EOGAMES Studio plans to deepen their partnership with Supersonic as they begin working together on their next title, thanks to direct access to Supersonic’s dedicated team of experts, extensive genre knowledge, an inside understanding of market trends, and out-of-the-box strategies for driving success.
¹AppMagic, August 14, 2025, Unravel Master: Tangle Puzzle ranked 141 in Top 200 downloads among all genres on App Stores and Google Play, worldwide.
²AppMagic, September 8, 2025 - September 14, 2025, Unravel Master: Tangle Puzzle ranked 19 in IAP revenue among the hybrid-casual genre on App Stores and Google Play, worldwide.
³AppMagic, September 8, 2025 - September 14, 2025, Unravel Master: Tangle Puzzle ranked 5 in Top 10 Screw Puzzles by IAP revenue among the Screw Puzzle genre on App Stores and Google Play, worldwide.
⁴Data obtained from internal Supersonic business intelligence, May 31, 2025 - August 31, 2025.
⁵Data obtained from internal Supersonic business intelligence, August 2025.
⁶Data obtained from internal Supersonic business intelligence, August 2025.
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