Case Study
|
User Acquisition
Paper.io 2 Diversifies Its Tier 1 UA Mix and Finds a New Growth Engine in Helix
Hypercasual | User Acquisition
Key Metrics
3x
share of UA spend, capturing 21% of all net new UA spend
#4
Paid iOS install source in Tier 1 (L12M)
x10
Spend growth (Sep 2025–Aug 2026)
About Paper.io 2
Paper.io 2 is one of Voodoo’s most iconic games, live for years and still scaling. It has built a large, established global player base, with the US standing as its biggest and most valuable market.
PUBLISHER
Voodoo
APP
Paper.io 2
HEADQUARTERS
Paris, France
REGION
Global
Live since 2018
CASE STUDY FOCUS
Tier 1, iOS
US, UK, Canada, Australia
TIMELINE
Sep 2025–Aug 2026
Last 12 Months
The Challenge
Growth at Scale
Paper.io 2 did 99M downloads in 2025 and 85M in the first eight months of 2026. At that scale, growth comes from finding the high-value users inside an already-large audience.
Profitable, Diversified Growth
The Tier 1 mix needed to avoid depending on any single network. We ran Helix on Voodoo’s games first, and they held us to the same standard as any new network: did Helix add profitable growth, or just move budget around?
How Helix Helped
Helix spend on Paper.io 2 grew x10 between September 2025 and August 2026, while consistently hitting or surpassing its ROAS targets.
High-Value Targeting
Helix’s top-of-class predictive algorithms identify high-value players and select the creatives most likely to convert them. Compared to organic and paid channels, Helix has the highest long-term LTV and D7 retention is 32% above the blended average.
UA Mix Diversification
In 12 months, Helix became Paper.io 2’s #4 paid iOS install source in Tier 1. Its share of UA spend tripled from 6% to 17%, capturing 21% of all net-new UA spend. This diversification helped Paper.io 2 maintain its position at the top of the charts despite ups and downs from other networks.
UA & Monetization
Helix is also Paper.io 2’s #4 monetization network. Its player-friendly formats fit the game experience instead of interrupting it, which keeps players engaged when they see ads in Paper.io 2. The same judgement shapes how Helix acquires users.
“Helix went from a small line in the plan to one of our top iOS channels in about a year. That didn’t happen because we decided to favour it. Every budget increase was earned by the results Helix brought. That’s rare for a new network”
— Hadrien Tatin, Paper.io 2
