Case Study: Playrix achieves 1000%+ ROAS uplift and re-engages high‑value players with Twitter

Playrix brings high-value consumers back to its apps with Twitter

Playrix, one of Europe’s top-grossing mobile game publishers, needed to re‑engage high‑value players in the CEE region who had installed Township and Fishdom but become inactive, aiming to grow its portfolio and drive incremental revenue.

Playrix ran targeted re‑engagement campaigns on Twitter using Tailored Audiences, the Twitter Audience Platform, app deep links and Promoted Tweets, with creative refreshed regularly to reflect updates and seasons. The campaigns reactivated paying users at a low cost—£0.9 CPA per purchase—delivered 1000%+ ROAS uplift and made returning players twice as likely to buy, establishing Twitter as a primary remarketing channel.

Playrix

Alexander Tarasov

Director of Marketing