Case Study: Next Games increases return on ad spend with Facebook's value-based Lookalike Audiences

Driving return on ad spend with value-based Lookalike Audiences on Facebook

Next Games, the Finnish mobile game developer behind *The Walking Dead: No Man’s Land*, wanted to increase return on ad spend in the US while keeping impressions and installs steady. Working with Facebook and its digital agency Nara Media, the company used Facebook’s value-based Lookalike Audiences and App Event purchase optimisation to better reach people likely to engage with and purchase in the game.

Facebook helped Next Games combine precise audience targeting with immersive video ads across Facebook and Instagram. The campaign delivered a 30% increase in return on ad spend versus standard Lookalike Audiences, along with lower 7-day cost per purchasing user, higher click-through rates, and better conversion from install to paying user.

Next Games

Saara Bergström

Chief Marketing Officer