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