Japan remains one of the world’s most mature markets for anime-style and simulation mobile games. Local users consistently favor content that is healing, slow-paced, and highly immersive. However, the category is fiercely competitive. For new titles to achieve sustainable growth, developers must not only understand user preferences with precision but also rely on high-quality creatives and efficient user-acquisition strategies to drive measurable business returns.

 

Published by Yisworld, 異世界のんびりライフ (Isekai Slow Life) demonstrates strong market potential with its unique blend of isekai fantasy and healing simulation gameplay. To accelerate user growth and improve ROI performance, Yisworld partnered with MovableAD to launch performance marketing campaigns across Japan.

 

1. Product Overview and Key Challenges

 

Isekai Slow Life combines isekai storytelling, light-simulation gameplay, and character development. Players build and manage a village in a relaxing, healing atmosphere—engaging in farming, fishing, cooking, crafting, and interacting with characters to unlock new plots. The game also launched collaborations with That Time I Got Reincarnated as a Slime, introducing popular characters such as Rimuru and Shuna to further attract core anime users.

 

Despite its strong alignment with Japanese market preferences in theme, pacing, and gameplay, the game faced several challenges during the initial promotion phase—most notably:

How to precisely reach the right audience in a highly competitive anime-game market, and how to expand user acquisition at scale while controlling costs and achieving efficient ROI recovery.

 

To address these needs, MovableAD developed a full-funnel growth strategy tailored to Japan, enabling the game to achieve faster, more stable, and higher-quality performance results.

 

2. Marketing Strategy and Performance Results

 

MovableAD leveraged detailed user-interest profiling to target audiences who enjoy isekai narratives, light-simulation gameplay, and healing-themed content. Through behavioral modeling and continuous expansion toward high-LTV segments, MovableAD ensured sustained improvement in new-user quality.

 

Through close collaboration between both teams, Isekai Slow Life achieved outstanding growth in Japan:

 

● 20,000+ new users added per month

● Day 20 ROI reached 100%

● Day-1 retention hit 40%, indicating strong user quality

 

3. Conclusion

 

With deep insight into Japanese users’ content preferences and behavior patterns, MovableAD successfully helped Isekai Slow Life achieve high-quality growth within the anime-style simulation category. Moving forward, we will continue leveraging data, context, and advanced technology to support our clients’ global expansion, empowering more high-quality games to break into new markets and achieve long-term commercial success.