TL;DR: the liveops event at a glance
The challenge: turn high platform visibility for Tetris Block Party into measurable user acquisition, early retention, and in-game monetization.
The solution: A native, purpose-driven LiveOps event with dots.eco that rewarded players with real-world tree planting certificates for gameplay and purchase milestones.
The results: The event drove a x4 increase in organic installs, doubled D30 organic revenue, fully recouped the event investment within one week, and helped players plant +16,000 trees.
When PlayStudios launched its first purpose-driven rewards activation for Tetris Block Party, the goal was to test whether real-world tree planting could help drive user acquisition through eco-rewards, support early retention, and build a stronger connection between players and the game.
Built around Earth Day, the event was supported by platform visibility on both Apple and Google Play Points, helping bring more players into the game before connecting them to real-world tree planting through gameplay.
The challenge: turning platform visibility into player action
For Tetris Block Party, the activation came at an important moment.
The game was featured across Apple and Google Play Points promotions, giving PlayStudios a strong visibility window to bring new players into the game. But visibility alone was not the goal.
PlayStudios wanted to understand whether purpose-driven rewards could support three key objectives:
- Drive an organic download increase for the mobile game
- Improve Day 3 retention for new users
- Support paying user conversion
The event needed to test whether purpose-driven rewards could support early retention, in-game engagement, and players’ lifetime value over time.
The solution: purpose-driven rewards inside the LiveOps journey
The event connected different player groups to different reward paths:
New users were invited to play three days in a row to earn a tree planting certificate, creating an early return loop after install.
Existing users were targeted through purchase-based offers, adding a purpose-driven layer to in-game monetization.
Google Play Points users had a dedicated event where they could redeem points for tree planting, connecting platform visibility with real-world impact.
This made the activation feel native to the game experience. Players were not just told about impact. They earned it, unlocked it, and saw proof of it.
For studios looking to build similar activations, dots.eco helps bring purpose-driven rewards for games directly into player journeys.
The results: stronger acquisition signals and real-world impact
| Metric | Impact |
| Organic installs | x4 increase |
| Organic D30 revenue | x2 increase |
| Environmental impact | 16,000+ trees planted |
| ROI | Liveops investment fully recouped within 7 days |
The event also supported PlayStudios’ broader goal of using purpose as a player engagement tool. Instead of offering only in-game value, the activation gave players something they could feel proud of outside the game too: a real tree planting certificate connected to their gameplay.
Why it worked: in-game engagement with visible impact
One of the strongest parts of the activation was how visible the impact became.
The event used a simple playbook: set a public goal, show progress, and close the loop with proof of impact.
Players rallied around a shared mission to plant trees. A community progress bar helped keep momentum going throughout the week. At the end, players saw the final impact, including a global view of where trees were being planted.
The personalized tree planting certificates gave players something tangible to share, which helped turn the event into a social moment. The certificate became a key part of the activation because it transformed players into proud advocates, while shareable proof of impact helped create an organic social loop.
This is where purpose-driven rewards can become especially powerful for games. They give players another reason to care, return, and share.
A repeatable model for user acquisition and engagement
The Tetris Block Party activation showed how purpose-driven rewards can support user acquisition while giving players a meaningful reason to engage.
By combining App Store featuring, Google Play Points visibility, Mobile LiveOps, and real-world tree planting, PlayStudios created an event that connected mobile game marketing goals with visible environmental impact.
For players, it was simple: play, progress, plant trees.
For the studio, it was a first look at how purpose can support acquisition, engagement, monetization, and community momentum inside a new game.
Book a demo to explore purpose-driven rewards for your game.
