Case Study: Murka achieves 2X higher Windows ROAS with Liftoff

Murka Hits the Jackpot on Windows, Achieving 2X Higher ROAS Than iOS, 3X Higher Than Android

Murka, the social casino game studio behind hits like Scatter Slots and Infinity Slots, needed a fast, cost-effective way to scale ROI-positive user acquisition on the Windows platform. As it expanded its main games to Windows in 2017, the company looked to Liftoff’s mobile ad platform and support to acquire high-retaining users who would make in-app purchases at scale.

Liftoff helped Murka launch Windows campaigns with a full-funnel approach that combined quality Windows inventory, creative optimization from Liftoff Creative Labs, and bidding guidance from the account management team. After 30+ creative A/B tests and over 350 million targeted ad impressions, Murka saw 2X higher ROAS than iOS and 3X higher than Android, along with 2X higher user engagement and a 2X increase in ad creative conversion.

Murka

Alina Perova

UA Team Lead