Case Study: PLAYSTUDIOS achieves 73% higher return on ad spend with Facebook Value Optimisation

Betting big on value optimisation with Facebook video ads

PlayStudios, a mobile developer that brings authentic Vegas-style casino action to social gamers with its POP! Slots title, needed to attract high-value players who would install the game, engage, and spend. Their challenge was not just driving installs worldwide but finding users who would become active payers and deliver strong lifetime value.

They tested Facebook’s value optimisation for video ads—targeting a Custom Audience of top payers and a lookalike audience—to bid more for users likely to spend. In a two-week August 2017 campaign this approach produced a 35% higher payers rate, 61% higher average revenue per user, and 73% higher return on ad spend compared to App Event optimisation.

PLAYSTUDIOS

Noga Laron

Head of User Acquisition & Growth