Case Study: Futureplay Games achieves automated ad optimization and predictive lifetime value with Looker

Futureplay advances to the next level of mobile gaming with Looker

Futureplay is a fast-growing mobile games studio and pioneer of ad-supported “view‑to‑play” mechanics, with over 1 million daily players and 100 million total players across five titles. The company struggled with siloed analytics from tools like Firebase and AppsFlyer, inconsistent metric definitions, and manual workflows that made it difficult to understand user journeys, optimize ad spend, and trust the data driving decisions.

Futureplay centralized data in Google BigQuery and adopted Looker with LookML to create a single source of truth, self‑service dashboards, a predictive lifetime‑value model, and automated workflows (including a Bidbot and AdBot) plus Slack integrations. As a result 100% of employees use Looker (95% use data for weekly decisions), ad buying and reporting are automated and more efficient, teams save time, and the company can better optimize user acquisition, UX, and ROI.

Futureplay Games

Camilo Fitzgerald

Product and Analytics