Case Study: Small Giant Games achieves 4X app installs and 20% higher ROAS with Facebook video ads and Lookalike Audiences

Boosting game app installs with Facebook video ads and Lookalike Audiences

Small Giant Games, a Helsinki-based mobile developer best known for Empires & Puzzles: RPG Quest, wanted to grow the game’s global user base while keeping acquisition profitable. The challenge was to reach a large, high-quality international audience and increase installs without sacrificing return on ad spend.

Using Facebook Audience Insights to identify its core demographic, Small Giant built Lookalike Audiences, ran dynamic video ads with gameplay footage and player testimonials across Facebook, Instagram, Audience Network and Messenger, and optimised for app events like tutorial complete and purchase. The campaign delivered a 4x increase in app installs, a 20% rise in return on ad spend, a 60% increase in customer lifetime value and a 30% lift in payer conversion.

Small Giant Games

Antti Paikkala

User Acquisition Manager