Case Study: Murka achieves 2x average revenue per user and 11% higher return on investment with Facebook

Murka - Customer Case Study

Murka is a mobile-first Ukrainian game developer (founded 2011) known for social casino hits like Infinity Slots and Scatter Slots. Facing the challenge of promoting its apps to large audiences while maintaining a healthy return on ad spend, Murka needed a scalable user-acquisition approach that attracted high-value, engaged players.

Murka used daily audience segmentation with Audience Insights and Facebook Analytics, targeted Lookalike Audiences (including behavioral lookalikes), extended reach via Audience Network, and prioritized short, sound-off videos and cinemagraphs alongside photo/carousel ads. The result: video ads drove 2× higher clicks-to-install, Lookalike targeting produced 3× higher clicks-to-install, average revenue per user rose ~60% (double for some cohorts), and return on investment improved by 11%.

Murka

Anton Krasnyy

Chief Executive Officer