Case Study: Nexon achieves 3X return on ad spend and higher paying-player acquisition with Facebook App Event Optimisation

Maximising revenue with Facebook app event optimisation

NEXON, the developer and publisher behind PC hits like MapleStory and mobile games including HIT, faced a challenge: beyond driving installs for HIT, it needed to acquire active, high‑lifetime‑value players who make in‑app purchases rather than just one‑time installers.

Nexon shifted from cost‑per‑install to return‑on‑ad‑spend measurement, used view‑through attribution and app event optimisation (targeting in‑app purchases), and broadened lookalike audiences while leveraging Canvas, video and audience tools. The new approach increased conversion rates by 30% versus install‑targeting, grew acquisition of paying players by 25%, and delivered a 3× return on ad spend.

Nexon

Keijiro Suzuki

Head of Mobile Marketing Section