Case Study: InnoGames achieves 2x higher return on ad spend with Facebook

Acquiring an empire of new players with international Lookalike Audiences

Innogames, the online game developer behind Forge of Empires, wanted to acquire high-quality, paying players at scale across global markets. Using Facebook products including Facebook ads, Instagram, Audience Network, Core Audiences and Lookalike Audiences, the company focused on improving profitability rather than just installs.

Facebook helped Innogames run ads across Facebook, Instagram and Audience Network, reuse TV creative, and optimize toward purchase events with App Event optimization. It also built Custom Audiences from paying players to create International Lookalike Audiences in key regions. The result was a 48% increase in quarterly installs, a 2x increase in return on ad spend, and a 2x higher registration-to-payer ratio in the US, with paying players in 89 countries.

Innogames

Christian Pern

Chief Marketing Officer