Case Study: Murka achieves stable ROAS growth with Appier

Driving Success in Stable ROAS achievement with Murka's 3 Leading Social Casino Game titles

Murka, a social casino game publisher, was looking to improve campaign ROI and stabilize ROAS across its titles, starting with Scatter Slots and later expanding to Slots Era and Texas Holdem. Working with Appier and its AIBID solution, Murka aimed to identify high-value users, reduce CPI, and overcome seasonal swings in performance.

Appier implemented AI-driven optimization using MMP and BI data, also-like purchase lists, and high-performing mobile-web traffic sources to refine targeting and creative strategy. The results included 368% growth for Scatter Slots, 4x higher impressions and 6x higher purchase rates during the holiday season, an 11% CPI reduction for Slots Era, and ROAS goals exceeded within a month, helping Appier deliver stable, well-beyond-target performance for Murka.

Murka

Kazimierz Merklejn

Programmatic User Acquisition Manager