B2C · German strategy games studio

How InnoGames grows

1 tactic and 2 figures from 2 interviews.

About InnoGames

What it is: German strategy game developer (browser games moving to mobile); Marcus ran Meta UA there pre-ATT
Business model: free-to-play with in-app purchases; revenue concentrated in big spenders

As described in the interviews, not independently verified.

InnoGames's tactic

InnoGames · B2C · German strategy games studio

Switch on each new Meta bidding option the day it launches

Doubled budget month after month while beating ROI targets (pre-ATT)

At InnoGames from ~2012-2013, scaled Meta by jumping on each new product: app event optimization, then value optimization. With these on, no manual targeting was needed; pushed out many creatives and let Meta find the buyers.

Workedpaid-social

Sub Club by RevenueCat · 2024-04-03

InnoGames by the numbers

Metric	Value	Context	Said in
ad spend	millions every month approximate	Meta spend, among top mobile advertisers alongside King and Supercell	The Superwall Podcast 2026-06-24 4:01
ad spend	doubled month after month while beating ROI targets approximate	Meta budget growth after turning on app event optimization and value optimization, pre-ATT	Sub Club by RevenueCat 2024-04-03 11:04

Topics

Meta ads for apps (Facebook and Instagram)1

Interviews

Marcus Burke - How to Build a $2M/Month App (Copy Me) · The Superwall Podcast · 2026-06-24
Scaling Your Subscription App with Meta Ads – Marcus Burke, Independent Consultant · Sub Club by RevenueCat · 2024-04-03