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Case Study
Zynga

How RZR Helped Zynga Win Back 2-3X More Lapsed Players with Cross-Platform Retargeting

iOS | Android
Global
Gaming (Social Casino)
Retargeting

2-3X

more players won back on some titles

iOS + Android

one retargeting setup

Title by title

strategy built with Zynga

Bringing Back Social Casino Players at Portfolio Scale

Zynga runs a portfolio of social casino titles, including Wizard of Oz Slots and Game of Thrones Slots. For these games, re-engagement isn’t a nice-to-have. It’s how the titles keep growing.

A player who already loves the game is worth more than a brand-new install. But reaching those players reliably, across very different titles and both major platforms, takes what Senior UA Manager Vishnu Pb calls “a level of modeling that most partners just don’t have.”

The Goal:
Win back high-value lapsed players across iOS and Android, title by title, and do it “not just once, every time.”

“If you’re a growth team trying to win back your most valuable players at scale, RZR takes what you already know about them and turns it into real impact.”

Vishnu Pb, Senior UA Manager, Zynga

The Approach

RZR built one retargeting setup for both platforms, then planned the strategy with Zynga’s UA team title by title.

Play 1: One Retargeting Setup Across iOS and Android

Zynga needed lapsed players back on whatever device they play on. RZR Retargeting delivered the same approach on both platforms across the portfolio. As Vishnu put it: “It sounds simple, but trust me, it isn’t.”

‍

Play 2: Audiences Rebuilt From Real Play‍

RZR’s models rebuild Zynga’s high-value audiences from how people actually play:

  • How often they come back
  • What they’re into
  • When they start to drop off

Audiences are never a static list. They update as new signals come in, so spend always goes to the players most worth winning back.

‍

Play 3: Strategy Built Together, Title by Title‍

RZR and Zynga’s UA team set the audiences, re-engagement windows and goals together for each title. Zynga had full visibility into inventory, creative and spend, and always knew what was being optimized and why.

‍

The Results
RZR helped Zynga win back players at a scale it hadn’t reached before, with 2-3X more on some titles. “It worked. RZR helped us win back players at a scale that we hadn’t hit before.”
What Drove the Win

Modeling Built for a Portfolio‍

Audiences built from live play behavior, not one-off lists, kept retargeting accurate across very different titles.

Full Visibility, Shared Goals‍

Planning each title together, with nothing hidden, gave Zynga confidence in every optimization.

Proven on iOS Gaming‍

RZR ranked No. 1 worldwide in iOS gaming remarketing on the open internet in the AppsFlyer Performance Index (2026 Edition), less than a year after launching iOS retargeting.

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