Case Study: Kunlun Wanwei Group achieves up to 2.5X ROI and up to 35% lower app install costs with Facebook App Event Optimization

Kunlun Wanwei Group - Customer Case Study

Kunlun Wanwei Group, the developer behind mobile game Heroes of Dawn, needed to find high-quality gamers who would make in-app purchases as it expanded beyond China into Southeast Asia. The challenge was to grow user volume while improving long-term value and reducing average cost per install in key markets like Thailand and Vietnam.

By using Facebook’s App Event Optimization across all placements (including Instagram and Audience Network) and creating event-seeded Lookalike Audiences, the team increased AEO delivery to target deeper, high-value users. In under five months this drove strong results: Vietnam saw a 2.5× ROI uplift and 35% lower CPI, while Thailand achieved a 2.2× ROI uplift and a 33% reduction in CPI.

Kunlun Wanwei Group

Hao Dongmei

Asia Pacific General Manager