Case Study: Murka achieves 3–8X higher in‑game purchases and up to 18X average revenue per user with Facebook

Finding high-value players with Facebook app event and value optimisation

Murka Entertainment, a leading social casino developer with nearly 5 million monthly players, launched Scatter Hold’em Poker and needed to identify high-value players and boost return on ad spend so it could confidently scale marketing in key global markets.

Murka used lookalike and interest-based audiences, varied ad creative (photo, carousel, square and vertical video cinemagraphs), and combined app event optimisation with value optimisation to find people most likely to make in‑game purchases. The campaign drove a 3× increase in US in‑game purchases and 8× in other markets, plus a 6× rise in ARPU in the US and an 18× rise in other markets.

Murka

Angelina Surnina

Chief Marketing Office