Case Study

How Playrix Scales 1:1 Mobile Engagement Across Millions of Players

Playrix is a mobile game development company founded in 2004. They started off as a casual game developer for PC and created several award-winning titles back then. Since 2011, Playrix has been focusing on free-to-play games for smartphones and tablets. Wildscapes, Homescapes, Gardenscapes, Township, Fishdom have been among the Top 10 Grossing Apps for iOS and Google Play since their release.

Key Outcomes

3.1 million

3.1 million personalized push notifications that engaged and retained users.


71% lift in app store rating from from 2.8 stars to 4.8 stars within 16 weeks.


448K additional app sessions as a result of more targeted 1:1 messaging.


98K completed app store ratings in response to targeted requests for feedback.

The Challenge

Goals of the Playrix team included meeting players where they are with mobile messaging that spoke to them as individuals. They required a solution that could scale to generate 1:1 engagement with these players at critical points in their journeys, and anticipate and take action on user behaviors in real time.

By implementing a solution that has enterprise-grade tools and triggers, dynamic orchestration, and hyper personalized message delivery supported by past, predictive, and real-time behaviors, Playrix had everything they needed to drive valuable engagement across journeys.

The Solution

The Swrve platform was designed to handle the high points of first time user experience (FTUE), the immediacy and excitement around 1:1 messaging new levels, deliver surveys at optimal times of engagement, optimize live ops, and send messaging based on the frequency and recency that players exhibit at each stage of their journeys—all at a global, enterprise scale.

With a mobile gaming solution from Swrve, the team at Playrix had the tools needed to keep engagement high across all five titles, maintain a strong and relevant presence on mobile, and gain more opens, longer sessions, and bigger returns on relevance daily.

The Outcome

The team has enjoyed a variety of favorable business outcomes, including millions of players engaged across Playrix’s most popular titles and billions of notifications sent at critical moments before, during, or after gameplay. After six years of partnering with Swrve, Playrix has grown to one of the top five iOS games developers (by revenue) in the world. They’re confidently delivering 1:1 engagement with exceptional speed and scale, bringing real-time relevance to every player interaction across titles.

Driving high-value interactions at scale

In an ongoing collaboration, MessageGears proudly stands as Playrix’s trusted partner, continually delivering push and in-app messages that improve onboarding, engagement, and customer satisfaction.

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