Case Study: Glu Facebook Playable

Facebook and Glu Mobile chose CrossInstall's playable to feature in Facebook's customer success story. Read the case study to learn more about how you can get ahead using your CrossInstall playables on Facebook for 16% increased ROAS, 2X higher click-through, and 33% lower cost per user.


Case study : Glu Mobile

Leveling up results with the Facebook playable ad format


Success Story

Glu Mobile leveraged their CrossInstall playable creative to attract more players, increase brand awareness and boost app installs, resulting in a 16% higher return on ad spend.

  • 16% higher return on ad spend (versus a control video ad)

  • 2X higher click-through rate (versus control video ad)

  • 33% lower cost per paying user (versus control video ad)

A leader in Mobile Gaming

Founded in 2001, Glu Mobile is headquartered in San Francisco with Bay Area studios in Burlingame and San Mateo, and international locations in Toronto, Canada and Hyderabad, India.

With a history spanning over a decade, Glu’s culture is rooted in taking smart risks and fostering creativity to deliver world-class interactive experiences. Glu’s diverse portfolio features top-grossing and award-winning original and licensed IP titles available worldwide on various platforms, including the App Store and Google Play.


Their Goal:
Boosting app installs

Glu Mobile wanted to increase app installs of Design Home, a mobile game that allows players to sharpen their interior design skills in daily Design Challenges. 


Their Solution:
Designing a winning format

Glu Mobile has been advertising successfully on Facebook for quite some time, so it was natural for the developer to turn to Facebook again when promoting its mobile game Design Home.

For this campaign, Glu wanted to optimize its ad spend most efficiently by running an ad format that potential players would engage with. Glu consulted with the team at Facebook, who suggested beta-testing Facebook mobile app install ads in playable format.

In this appealing and innovative ad format, potential players can preview a mobile game in an immersive and interactive experience right in their News Feed. By sampling the game before downloading it, people stay more engaged, which increases the likelihood of app installs by higher-intent players.

This was particularly important, as Design Home isn’t a typical mobile game, but rather allows people to connect with a vibrant creative community while learning about diverse décor styles. The goal is for players to improve their design skills and gain inspiration they can apply to the game and in real life. Players get to be creative by styling 3-dimensional spaces with virtual furniture based on real pieces from high-end décor brands.

The creative in this campaign was developed by the interactive creative studio and Facebook Marketing Partner CrossInstall, and featured a bare living room that was brought to life by the addition of furniture, rugs, lamps, plants and paint. The ads had messaging such as: “Spend your time relaxing and playing the #1 home décor game on mobile!”

Then, by clicking “Play Now,” people could design the room using some of the in-game furnishings and accessories available. Each ad also had “Install Now” call-to-action buttons.


Their success:
Winning REsults

Data from Facebook Ads Manager revealed that during the month of March 2018, this ongoing campaign delivered:

  • 16% higher return on ad spend (versus a control video ad)

  • 2X higher click-through rate (versus control video ad)

  • 33% lower cost per paying user (versus control video ad)




GLU and the g-man logo are trademarks or registered trademarks of Glu Mobile Inc. in the US and other jurisdictions.