Case Study: ZPLAY achieves 50% lower CPI and 6% higher retention with Snapchat

ZPLAY sees 50% lower CPI when acquiring users from Snapchat campaign

ZPLAY, a leading mobile casual game developer with more than 5 billion downloads and top rankings across 80+ countries, needed to promote its new title Sharpen Blade and acquire high-quality users at scale in the US and worldwide. The challenge was growing awareness and efficiently scaling installs across multiple markets while maintaining strong retention.

By running App Install campaigns on Snapchat using single-image and video ads with goal-based bidding and multi-country targeting, ZPLAY scaled daily spend 5x and made Snapchat its third-largest marketing channel. The campaign delivered a 50% lower CPI (under $0.15), about a 6-percentage-point lift in D2/D7 retention (D2 50%, D7 15%), and helped Sharpen Blade reach top-three download rankings among China outbound apps in March.

ZPLAY

Jack Ho

Founder & Chief Executive Officer