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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.

  • +16.8% Conversion Rate
  • +2.02x Incremental ROI

“Criteo in-app retargeting allows us to improve both ARPU (Average Revenue Per User) and overall ROI – our top priorities for Forge of Empires. Investing in new players is a key part of our marketing budget. However, increasing CPIs have been a challenge and will have a real impact on the ROI – for that reason retargeting with Criteo is now part of our marketing strategy.”
– Sebastian Goldt, Mobile Marketing Manager


Conversion Rate


Incremental ROI