InnoGames is a video game company specializing in desktop and mobile games. Its games are free-to-play but also offer in-game purchases. Targeting qualified users most likely to make in-game purchases and measuring their profitability over time (lifetime value) is core to the company’s marketing strategy.
InnoGames collaborated with Outbrain, a leading advertising platform for the open web, to promote its city-building strategy game: Forge of Empires.
Depending on the device, the user was redirected to either an engaging landing pages hosted on the InnoGames site, or the App Store or Google Play Store.
To ensure InnoGames reached the right audience on the right device/OS, and to maximize the profitability of each new user, the company leveraged several of Outbrain’s targeting capabilities: OS targeting (desktop vs. mobile; android vs. iOS), Lookalike Audiences (targeting of similar profiles), and Audience Exclusion (targeting restricted to new gamers).
InnoGames was able to measure and optimize the performance of its campaigns with a Server-to-Server integration.
It is essential for us to be able to reach the best players for our games. Outbrain‘s ability to deliver large volumes of quality traffic across multiple countries, combined with its range of targeting tools, has allowed us to engage our target audience and maintain healthy growth and profitability. As a result, we have been able to scale our investment efforts by a factor of 10 over the past 6 months.”
