Case Study
Paxie

How Paxie Games Found +44% Incremental Revenue Hidden in Plain Sight

Android
Gaming (Puzzle, IAA-heavy)
Retargeting

+44%

incrementality test results (vs. control group)

+118.3%

payer uplift

+25.6%

Non-player lift

STRATEGIC AUDIENCES BUILT ON MONETIZATION INTENT

Paxie and RZR built custom audiences based on monetization behavior. Using RZR's Audience API, users were split into In-App Advertising (IAA) and In-App Purchases (IAP) cohorts, each powered by its own optimization model. This dual approach let Paxie re-engage ad-watchers, target buyers, and optimize spend by revenue potential.

Incrementality Test Delivered the Proof
Paxie ran a PSA-based incrementality test to measure the true impact of their retargeting ads. 80% of users were served branded retargeting ads, while 20% saw neutral charity Public Service Announcement ads instead. Bidding, targeting, and attribution logic were identical across both groups.

Using a statistical method called Agresti-Coull, Paxie measured the results with confidence. The numbers were clear: +118% incremental revenue from payers, +25% from non-payers, and +44% incremental revenue overall. ROAS target achieved.

The test didn’t just validate their retargeting success. It gave Paxie the confidence to scale.

‍

Geo Expansion Driven by Real Signals
The U.S. campaign set the benchmark. From there, Paxie expanded with tailored IAA and IAP campaigns across 
high-potential markets like the United Kingdom, France, 
Germany, Canada, Australia, Japan, and Austria.

‍

Investing in a Long-Term
RT Partner
After testing multiple platforms, Paxie chose RZR for the strongest results and strategic fit. They increased retargeting spend by 50%, scaled globally, and made RZR their exclusive partner.

WHY THIS ISN’T JUST A +44% INCREMENTAL REVENUE STORY

Paxie Games didn’t just prove retargeting works. They built a scalable, global playbook around it:

Custom audience strategy built around monetization behavior (IAA vs. IAP)

Dual-model optimization served the right ad to the right user, based on intent

PSA-based incrementality test delivered statistical proof

Geo expansion powered by real signals driven by attributed data

Exclusive RT partnership earned through performance, not promises

‍

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