200% spend increase since migrating to Singular

Innplay Labs, now a part of Playtika, was founded in 2019 with a passion for crafting exceptional and immersive gaming experiences for millions worldwide. Their major title, Animals & Coins, highlights the studio’s expertise in delivering thrilling gameplay, among the top-grossing titles in its genre. Innplay Labs was acquired by Playtika in 2023 and continues its impressive growth.

“At the start, we were just 10 to 15 people,” recalls Mor Stone, VP Marketing at Innplay. “We didn’t have a business intelligence team or anyone dedicated to marketing, making managing our data a significant challenge.”

As the team prepared to transition from soft launch to global release, they faced a critical decision. Running separate systems for attribution and cost aggregation would demand full-time data management – resources they simply didn’t have.

“I didn’t want to have one MMP for attribution and then have to do cost aggregation through Singular because that would require someone to spend all day matching these data sources and building dashboards,” Stone explains.

What set Singular apart wasn’t just technology – it was partnership. “I felt like Singular truly fought for us, wanting to partner with us—not just when they were closing the deal,” Stone reflects. “We needed that level of support. We still do.” The solution proved ideal for a growing startup.

“Everyone needs support, because when it comes to data, there is always some issue. We never have to wait long for answers. Whatever we need, we know that Singular will find a solution.” Finally, the platform’s scalability and flexibility were key to Innplay’s decision.

With Singular’s platform, Innplay transformed their marketing operations. SKAdNetwork reporting became a game-changer. “Apple gives only the 24-hour ROI, but with Singular doing the modeling and prediction, we can compare ad partners apples to apples on 24-hour and day-7 ROI. “Singular now also has the iOS Unified Report, which means that I can see the true organic of iOS and also what installs came from Facebook, Google, and the others.”

The partnership enabled rapid scaling. “We went from roughly 5 media partners to 40+ UA & Retargeting partners that are currently live,” Stone reveals.

Singular offered Innplay the ability to simplify and synchronize data management from diverse sources. “We didn’t need to get two totally different sources of data and merge them,” Mor explains. “It’s already combined and processed.”

“The ETL is also super helpful,” he says. “We build sophisticated dashboards internally on Tableau from the raw data that we pull from Singular”. With that flexibility, Innplay could construct custom reports for their unique business needs to gain insights and make faster decisions.

“We receive complete data that we can trust—reliable, trusted, and comprehensive,” Stone emphasizes. “We can move quickly and optimize our activities with really no issue so that we are constantly scaling.”

He adds that “The price is excellent. The team works to ensure that the packages suit every need. Nothing limits our scale. Not the price, not access to the product, not complexity. The platform makes it very easy to onboard partners, manage all our data, and handle everything related to attribution, audience management, fraud prevention, ETL data pull, and cost aggregation.”

Looking ahead, Innplay is focused on maximizing the potential of its existing titles while exploring new marketing strategies. “We need to excel with the same budget we have now and improve performance as much as we can,” Mor states.

Now, Innplay is charting new territory. They’re exploring direct UA partnerships and shifting from global campaigns to hyper-localized campaigns. “We were always focused on ROAS, running global campaigns for all country tiers. Now we’re planning to focus on specific countries, one at a time.”

With Singular’s platform, they are confident in their ability to manage data effectively and optimize their marketing efforts as they continue to grow.