Unleash the Slime: Legend of Slime Global Launch UA Strategy

Legend of Slime: Idle RPG, developed by South Korean studio Loadcomplete, serves as a significant case study in high-performance ad monetization despite a relatively underdeveloped user acquisition (UA) infrastructure. Launched in July 2022, the title achieved massive scale, with estimates suggesting monthly revenues reaching $30 million. A defining characteristic of its success is a heavy reliance on ad revenue, which accounts for approximately 70% of total earnings. The game utilizes an aggressive monetization model featuring 30 different ad placements and a VIP system that rewards players for cumulative ad views, significantly exceeding industry benchmarks for ad impressions per player.

The analysis highlights a stark contrast between the game’s sophisticated game design and its fragmented UA operations. While the title demonstrates mastery in pacing content through unfolding features and rewarding gacha systems, the UA strategy appears under-resourced and overly dependent on a few channels. Applovin serves as the primary driver for both iOS and Android, largely through AdROAS campaigns. However, the sudden scaling back of other major channels like Google and Unity in early 2023 suggests a lack of senior UA personnel and integrated data processes. Creative depth is also identified as a weakness; with fewer than 100 live creatives, the game lags far behind competitors like Survivor.io, relying mostly on basic gameplay footage and trending concepts from other successful titles.

To sustain growth and recapture declining revenue, the findings suggest a more robust, multi-channel approach. Recommendations include relaunching diversified campaigns on Google and Facebook, exploring the TikTok Creative Challenge, and expanding the creative team to produce 10-20 unique concepts monthly. By bridging the gap between its world-class monetization design and its currently isolated UA and data teams, the developer could significantly increase its lifetime value (LTV) and market penetration in key regions like the US, Japan, and South Korea.