How CrazyLabs unified UA and monetization to double ROAS and scale ad spend by 50%+
About
CrazyLabs
CrazyLabs is one of the world’s leading global mobile game publishers, best known for hyper-casual and hybrid-casual games. Founded in Israel, the company is known for titles including Sled Surfers, Lamar - Idle Vlogger, Amaze!!!, and Glow Fashion Idol. With deep expertise in rapid prototyping, creative testing, live ops, and monetization optimization, ad monetization sits at the center of CrazyLabs’ business.
Challenges
Two disconnected pieces of the same business
For CrazyLabs, ad monetization is core to their business success, so user acquisition (UA) and monetization were never separate challenges. High-quality users help generate more ad revenue. Stronger monetization signals reveal what a high-value user actually looks like. CrazyLabs had visibility into what those users did after install, but that data wasn't being fed into Moloco's UA optimization loop, meaning campaigns were running on incomplete information. That gap showed up in their ROAS metrics, and closing it meant finding a way to feed post-install behavior back into UA.
To close that gap, CrazyLabs started integrating the SDK into their titles while improving their monetization performance. The Moloco SDK helped drive stronger revenue while enabling CrazyLabs to unify their monetization and UA strategies.
Solution
Relaunching UA on a stronger AI foundation and connecting it to the SDK
Moloco UA campaigns weren’t new to CrazyLabs. They had tested them across several titles before. Results didn’t reach the ROAS thresholds CrazyLabs needed to scale, so they paused and waited for the right conditions to try again.
In Q4 2025, Moloco updated its UA optimization to incorporate post-install behavioral signals — including ad engagement and retention data — enabling campaigns to optimize toward users who generate downstream ad revenue, not just installs. Those signals feed optimization across creative selection and attribution.
CrazyLabs took notice. Starting in December 2025, they relaunched new titles with Moloco and began to see performance improvements. From there, the rollout grew from an initial three-title test to a broad, multi-title SDK integration across the portfolio.
Alongside the rollout, CrazyLabs ran structured A/B tests comparing performance with and without the Moloco SDK as a monetization demand source. Adding the Moloco SDK helped grow their revenue without compromising ad quality.
Results
100%+ ROAS improvement and 50%+ growth in daily ad spend
The results came quickly and compounded from there. What started as a test of a few new titles turned into a full strategic commitment across the CrazyLabs portfolio (including 19 new titles launching on Moloco):
- 100%+ improvement in UA ROAS following the December 2025 relaunch*
- Daily ad spend grew roughly 50% in the months following the initial relaunch ramp
- Moloco average eCPM improved ~15%, with a 13% month-over-month increase in ad demand flowing through their inventory
- Rewarded video ARPDAU rose 5% worldwide since December 2025
*Average of pre-scale Sep 2025–Nov 2025 vs. post-scale Dec 2025–Feb 2026
CrazyLabs has since positioned Moloco as a priority network across their portfolio of over 100 titles, becoming one of their top five bidding partners in the monetization stack and reflecting what happens when UA optimization is built on the full picture of how users actually perform.
"We started quite small with Moloco, but performance changed once the AI improvements landed. The ROAS uplift was significant enough that scaling became the obvious next step. Within two months, we went from zero spend to a substantial daily commitment, while also seeing revenue increase. Moloco has become a key partner for us."
— Nimrod Klinger, VP User Acquisition, CrazyLabs
“Integrating Moloco into our monetization stack contributed to meaningful revenue growth across our user base. The improvement in ad ARPDAU reinforced the value of the partnership and demonstrated the potential to drive incremental monetization at scale. As a result, Moloco has become an increasingly important part of our monetization strategy.”
— Igor Ilievski, VP Monetization, CrazyLabs
*The results described reflect this customer's specific experience following a full portfolio SDK integration and UA relaunch. Results vary significantly by app category, user base scale, creative quality, and integration depth, and may differ from what we've seen with other publishers of similar scale and integration approach. Contact us to discuss what results may be realistic for your specific situation.
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