Case Study: CrazyLabs achieves up to 5% ARPU lift with Google AdMob app open ads

CrazyLabs sees up to 5% ARPU lift with app open ads

CrazyLabs, a global hypercasual and casual games publisher with more than 4.7 billion downloads, partnered with Google AdMob to boost ad revenue in their mature titles. Facing high ad saturation and the need to protect strong interstitial earnings while preserving player experience, CrazyLabs tested the AdMob app open ads (beta) to try to increase average revenue per user (ARPU) without harming engagement.

Using an A/B test on iOS—rolled out via Firebase Remote Config and informed by first‑party behavioral data—CrazyLabs implemented app open ads to a segment of users, then scaled the format globally when successful. Google AdMob’s app open ads delivered a 3–5% lift in ARPU, produced the highest CPMs of their formats, and caused no noticeable drop in session playtime, prompting CrazyLabs to expand the format across more games and platforms.

CrazyLabs

Nofar Cohen

Product Manager, Ad Monetization and Business Operations