InnoGames Slashes Android CPI by 85% With Moloco’s AI Advertising Platform

July 2, 2025

About InnoGames

InnoGames is a mobile gaming studio headquartered in Hamburg, Germany, on a mission to create high-quality virtual worlds that connect millions of players across the globe. With a team of over 350 employees representing more than 40 nationalities, the company is known for its popular game titles that blend strategic mobile gameplay with enduring player engagement.

Challenge: High CPIs Undermined Break-Even Ad Goals on Android

InnoGames was seeing strong payer conversion for Forge of Empires. But scaling its Android mobile campaigns in the US was proving cost-prohibitive, with average CPIs hovering around $50. Despite Forge of Empires having the highest install-to-payer ratio in the portfolio, acquisition costs were so high that the studio's predicted lifetime value (LTV) targets were below its breakeven points. InnoGames needed a partner who could help recalibrate its advertising strategy and restore an ROI-positive path to mobile user acquisition.

Solution: Lower CPIs Through Smarter Buying and Broader Audience Reach

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Targeting LAT-Enabled Android Inventory With Moloco’s AI-Driven Ad Engine

When Moloco’s new limit ad tracking (LAT) model for Android launched in June 2024, LAT-enabled traffic volume surged from 5% to 15%. With less competition going after these users, Moloco’s AI-native ad engine targeted and acquired high-value LAT-enabled users, giving InnoGames a first-mover advantage.

Expanding Audience Reach Through Geo Consolidation

Moloco’s growth team recommended consolidating country targeting for Forge of Empires to tier 1 geos, enabling Moloco’s models to expand reach more intelligently across high-performing regions and move beyond InnoGames’s US-heavy targeting strategy. This allowed InnoGames to scale its mobile marketing strategy more efficiently, drive more daily conversions, and balance CPIs across a broader range of markets.

Reducing CPIs With New Mobile Ad Formats

To further access incremental inventory, Moloco advised InnoGames to add banner and native ad formats to its Android campaigns. The added variety of mobile game ad formats helped InnoGames reach further incremental inventory and depressed CPIs even more.

Results: 88% Increase in ROAS and 85% Decrease in CPI With Moloco’s AI-Driven Ads Platform

With Moloco’s AI-driven mobile ads platform by its side, InnoGames's campaign overhaul delivered breakthrough efficiency and revenue performance. Moloco's LAT model, creative guidance, and geo-targeting strategies were instrumental in transforming performance across the board, empowering InnoGames to scale effectively and profitably:

85% drop in Android US CPI, from $50 to $8
36% decrease in Day 7 CPA across global Android campaigns
88% increase in Day 7 ROAS on worldwide Android campaigns

Moloco has since scaled campaigns for Forge of Empires by 10x over the past year, showcasing how its AI-native mobile advertising engine and strategic guidance directly enabled InnoGames to scale Forge of Empires profitably and globally.

“Moloco helped us break through a cost barrier that had stalled our Android growth in the US. Thanks to their AI-driven ad engine and smarter geo and creative strategies, we brought our US CPI down by 85%, going from $50 to just $8. And we did it without sacrificing user quality.”