Case Study: Zynga achieves 6.3× return on ad spend by re-engaging players with Facebook

Zynga - Customer Case Study

Zynga, the mobile game maker behind titles like Words With Friends and Wizard of Oz Slots, faced the challenge of boosting in-app revenue by re-engaging lapsed paying players and persuading current non-paying players to make purchases. The company needed a targeted, timely way to drive purchases and retain relevance with core players during the competitive holiday period.

Zynga ran a two-week holiday mobile app ad campaign across Facebook, Instagram, and the Audience Network using holiday-themed creatives featuring game characters, big bonus offers, and “Play Now” calls to action. It targeted two Custom Audiences—7-day lapsed payers and 7-day active non-payers—while also running generic re-engagement ads. The campaign delivered strong results: a 6.3× increase in total return on ad spend, 6.5× for 7-day active non-payers, and 19.3× for 7-day lapsed payers, prompting Zynga to continue similar re-engagement efforts.

Zynga

Jennifer Nuckles

CMO