Rising high acquisition costs and CPIs (Cost Per Installs) for its flagship game, Forge of Empires, InnoGames needed to increase revenue from existing players. They decided to test Criteo ads to determine if performance marketing could improve Average Revenue per User (ARPU) and incremental ROI.
A one-month A/B-test was carried out to measure the impact of performance marketing. Players were randomly divided into two groups, one exposed to an InnoGames in-app ad and the other exposed to any other Criteo in-app ad.
The results demonstrated a clear performance uplift for users targeted by InnoGames in-app ads.