Innplay Labs, a fast-growing mobile gaming studio
Innplay Labs is a fast-growing mobile gaming studio known for popular titles such as Animals & Coins. Founded in 2018 and acquired by Playtika in 2023, Innplay operates as one of Playtika’s key studios in the casual gaming space, with a focus on data-driven growth and player engagement, leveraging advanced analytics and performance marketing to scale its games globally.
- Innplay Labs
- Attribution consistently undervalued Google App Campaigns, capping investment in the channel
- A seven-week geo experiment across U.S. DMAs, designed and analysed with Bell’s own geo-testing framework
- A statistically significant 4.7% lift in Day-7 revenue and 4.1% lift in installs, and budget reallocated from lower-performing channels while hitting a desirable ROAS
Attribution Was Undervaluing a Real Growth Channel
Before its acquisition, Innplay had already established a strong user acquisition infrastructure supported by a known MMP. But its measurement framework sometimes undervalued the true incremental impact of paid marketing channels, limiting potential growth. Attribution consistently made Google App Campaigns look less efficient than competing channels such as AppLovin and incentivized platforms, which created internal skepticism and led to a conservative investment strategy. Innplay’s UA team suspected their internal attribution data was missing the full picture — particularly the incremental value that attribution tools often fail to capture — and to unlock that growth they needed external, statistically robust evidence.
Designing and Running a Seven-Week Geo Experiment
A Causal Approach
To uncover the truth behind the performance of Google App Campaigns, Innplay partnered with Bell and Google to design and execute a geo experiment — a proven causal inference approach that isolates the true effect of advertising on key outcomes like installs and revenue.
Test Design
Using Bell’s proprietary geo-testing framework, U.S. Designated Market Areas (DMAs) were divided into treatment and control groups. The treatment DMAs received daily ad spend while the control DMAs remained inactive, and control regions were carefully weighted to mirror the test group, ensuring a balanced, unbiased comparison.
Real-time Monitoring
Throughout the seven-week experiment, Bell monitored and analysed the data through interactive dashboards that tracked Day-7 revenue and installs in near real time.
A 4.7% Lift in Day-7 Revenue, and Budget Moved to the Channel That Earned It
Measuring the True Incremental Lift
The test results revealed a 4.7% statistically significant lift in Day-7 revenue and a 4.1% lift in installs, demonstrating the true incremental effectiveness of the Google App Campaigns.
Contradicting the Attribution System
This empirical evidence directly contradicted the internal attribution system’s undervaluation, validating that Google App Campaigns was, in fact, a highly efficient growth driver.
An Immediate Tactical Pivot
Armed with credible, data-backed proof, Innplay reallocated budget away from lower-performing channels and shifted spend toward Google App Campaigns. This unlocked significant growth while hitting a desirable ROAS.
A New Standard for Decision-Making
The collaboration not only optimized Innplay’s channel mix but also established a new internal standard for incrementality-based decision-making, which continues to guide UA investments across Playtika’s portfolio.
“Bell’s collaboration with Google gave us the causal proof we needed. Their geo test showed the real value of our UA campaigns — something that traditional attribution methods couldn’t capture. That insight fundamentally changed how we invest, helping us scale quickly and confidently an existing undervalued growth channel.”