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Case Study: Playrix achieves 55% higher return on ad spend with Facebook Audience Network
A Facebook Case Study
More app installs with Facebook Audience Network
Playrix, a Dublin‑based global developer of top‑grossing free‑to‑play mobile games (including Gardenscapes, Fishdom and Township), wanted to attract more players and boost app installs. The company ran a short campaign to identify the most effective ad placements for driving installs and in‑app purchases.
Playrix ran a split test on Facebook’s Audience Network comparing rewarded full‑screen video ads (shown in third‑party apps with an incentive for viewers) against non‑rewarded video placements, targeting women 35+ and a Custom Audience of paying users. The rewarded video placement delivered a lower cost per install and significantly better performance: 55% higher return on ad spend, 16% more unique purchasers and 7% more app installs.
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Playrix
Nataly Limina
User Acquisition Manager