adjoe & LINE partner on Playtime gaming rewards in Taiwan

Mobile advertising firm adjoe has signed a partnership with Taiwan's super app LINE to integrate its Playtime mobile gaming offerwall into the LINE POINTS rewards ecosystem.

LINE has more than 22 million monthly active users in Taiwan. The company said its platform reaches over 94% of the market's population. The two companies said the agreement focuses on rewarded advertising through mobile games.

Offerwall rollout

The partnership centres on Playtime, which adjoe describes as a rewarded gaming experience. It presents users with game offers inside an offerwall and grants rewards when users reach gameplay milestones.

Under the arrangement, LINE users earn LINE POINTS when they download and play selected mobile games through the Playtime offerwall. Users receive points after they complete in-game tasks and milestones.

The companies said they track user interactions in real time and distribute points based on progress. They also said the system adjusts rewards based on user behaviour and engagement levels.

adjoe said the programme operates under GDPR-compliant privacy protections.

Early results

The companies reported early performance data from the first months of the partnership. They said LINE distributed more than 4.3 million LINE POINTS in three months.

They also said the programme drove more than 40,000 game downloads in the first month.

Rewarded advertising has grown as apps look for alternatives to traditional display ads and as privacy changes affect targeting. Offerwalls sit alongside other reward formats such as rewarded video, where users opt in to watch ads in return for in-app benefits.

Taiwan focus

adjoe said it picked Taiwan as a strategic market because of high average revenue per user and strong mobile gaming activity. The company said it chose LINE as its first major partner in Taiwan because of LINE's penetration and its existing points ecosystem.

LINE runs the LINE POINTS programme with brand partners across Taiwan. The two companies described it as a foundation for scaling the offerwall model across a large user base.

"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 for users, developers, and brands," said Eileen Keng, VP of Revenue, APAC, adjoe.

Business model

adjoe works with app developers and advertisers that want to acquire users through incentivised actions. In gaming offerwalls, advertisers pay when a user completes a defined event, such as reaching a level or making progress in gameplay. Apps that host the offerwall share the revenue and can use the rewards as a retention tool.

adjoe said its Playtime model aims to keep users engaged for longer than one-off reward interactions. The company also operates an advertising marketplace called adjoe Exchange.

Company background

adjoe was founded in Hamburg in 2018. It operates globally and works with more than 1,000 game studios, according to the company.

The company said it has reached hundreds of millions of mobile users through its partnerships. It also said it received €100 million in funding. adjoe is backed by applike group and Bertelsmann.

adjoe said AppsFlyer's Performance Index - 2025 Edition recognised the company as the leading global provider of rewarded advertising solutions.

Next steps

The companies said they plan to expand the partnership with additional game titles and cross-game missions. They also said they plan personalised reward paths.

They said they are exploring further integrations across LINE Today, LINE Stickers, and other parts of the LINE app. "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 for users, developers, and brands," said Keng.