Case Study: Playrix Achieves Measurable Install Lift with Moloco Ads

Playrix puts Moloco Ads through conversion lift testing with soaring results

Playrix, the Dublin-based gaming company behind titles like Gardenscapes, Homescapes, and Fishdom, wanted a clearer view of the true impact of its ad spend. Instead of depending on last-touch attribution, Playrix needed to understand the causal value of its campaigns, particularly for its US and EU install efforts. Moloco helped address this challenge with conversion lift testing through Moloco Ads.

Moloco implemented ghost bidding conversion lift tests, reserving 20% of campaign traffic as a control group that would not see ads while the rest of the traffic was bid on normally. The results showed significant incremental impact, including an 85% install lift for the EU campaign and a 38.27% install lift for the US campaign. Playrix said Moloco’s testing has become an integral part of its growth strategy, helping it optimize advertising and drive measurable business growth.

Playrix

Pavel Lushnikov

Marketing Producer