Playrix + Digital Turbine: Unlocking Incremental Growth

The Challenge

As a top global gaming company, Playrix invests heavily in user acquisition to grow its flagship titles. Like most developers, they face ongoing pressure to improve efficiency and performance across channels, acquire high-value, new users, and validate long-term value with measurable outcomes.

The Solution

Playrix leveraged Digital Turbine’s dynamic installs to drive distribution of their titles. Dynamic installs enable app discovery through exclusive on-device inventory via DT’s carrier and OEM partnerships, and remove friction from the user’s app install journey. With dynamic installs, the app is already on the device and primed for discovery, easily accessible when the right user is reached at the right time.

To measure the impact, Playrix ran an incrementality study with Digital Turbine to prove whether dynamic installs were delivering true, incremental first app opens, and to validate their assumption that dynamic installs drove improved efficiencies across their entire user acquisition (UA) strategy.

The Results

It quickly became clear that the standard last touch attribution models cannot be applied to dynamic installs in a one-size-fits-all approach. In the incrementality study, Playrix saw that 97% of installs were incremental, meaning when DT placed the app on users’ home screens, they were over 40x more likely to open the app.  

The DT Advantage

Digital Turbine delivers unique audiences in the moments that matter by dynamically installing apps seamlessly on new devices and throughout the device lifecycle. For Playrix, that means reaching high-value users earlier and reducing points of friction in the installation process.

Takeaway

Dynamic installs aren’t just a UA tactic - they jumpstart the growth engine. With proven incrementality, they give developers like Playrix access to new audiences and a performance edge that extends far beyond the first install.

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Digital Turbine offers a uniquely advantageous position in user acquisition: exclusive first-moment access when users receive their new devices - a format virtually unmatched in the US market. This creates multiple strategic benefits:

1. significant scaling potential unavailable elsewhere
2. first-mover advantage before users encounter any other advertising
3. ability to re-engage users with their favorite games from previous devices
4. critically, access to users who actively avoid advertising and are nearly impossible to reach through conventional channels.

Combined with the highest incrementality rates we've observed, this demonstrates that DT delivers high-quality traffic through a truly differentiated acquisition channel.

Maxim Shatilov, Marketing Producer, Playrix