adjoe Brings Performance-Based Gaming Ads to 22M LINE Users
adjoe's Playtime platform distributed 4.3M LINE POINTS in 3 months, reaching 94% of Taiwan's population. Performance-based gaming ads shift from impressions to completed in-game milestones.
Mobile advertising firm adjoe has partnered with Taiwan's LINE super app to integrate its Playtime gaming rewards platform, reaching 22 million monthly active users representing 94% of Taiwan's population. The collaboration distributed 4.3 million LINE POINTS in its first three months and generated over 40,000 game downloads in the initial 30 days.
Partnership Targets Taiwan's Mobile Gaming Market
The integration allows LINE users to earn LINE POINTS through mobile gaming, downloading games through Playtime's offerwall and completing in-game milestones to accumulate rewards. The system tracks player interactions in real time and adjusts rewards based on user behavior and engagement levels, operating under privacy protections compliant with European data regulations.
adjoe selected Taiwan as a strategic entry point due to the market's high average revenue per user and robust mobile gaming activity. LINE was chosen as the company's first major partner because of its market penetration and established points ecosystem. Hamburg-based adjoe, founded in 2018, operates globally with partnerships across more than 1,000 game studios and has received €100 million (~US$105 million) in funding.
"Our partnership with LINE marks an important milestone in adjoe's expansion across APAC. Playtime's early success demonstrates how gamified engagement can create sustainable value," said Eileen Keng, VP Revenue APAC at adjoe.
Performance-Based Model Shifts Advertising Approach
The offerwall model operates differently from traditional mobile advertising. Advertisers pay when users complete defined events like reaching specific game levels, rather than for impressions or clicks. Host apps share revenue and use the rewards as retention tools. adjoe aims to maintain longer user engagement compared to one-off reward interactions common in traditional advertising formats.
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AppsFlyer's 2025 Performance Index recognized adjoe as the leading global provider of rewarded advertising solutions, validating the company's approach as privacy changes affect targeting capabilities in traditional display advertising.
The partnership reflects broader shifts in Asia-Pacific's mobile advertising landscape, where the region generates over 50% of global mobile gaming revenue. Taiwan's gaming market contributes to the region's projected 5.55% compound annual growth rate through 2032, with APAC mobile gaming revenue reaching $66.7 billion in 2025.
Expansion Plans and Regional Strategy
adjoe has established offices in Singapore and Tokyo to support its Asia-Pacific expansion, with key hires including Keng and Japan Country Manager Daisuke Hattori. Prior to the LINE partnership, the company secured partnerships with ShopBack and yuu Rewards Club in the region.
"APAC generates over 50% of global mobile gaming revenue and leads in advertising innovation. With solutions like Playtime, we aim to boost engagement and retention," said Jonas Thiemann, co-founder of adjoe.
The companies plan to expand the Taiwan integration with additional game titles, cross-game missions, and personalized reward paths. Future development includes exploring integrations across LINE Today, LINE Stickers, and other features within the super app ecosystem. The partnership's initial performance metrics will provide data on how rewarded gaming models perform against traditional mobile advertising approaches in markets with high super app penetration.
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