Winning Big in a Privacy-First World: How Murka Games Scaled ROI with YouAppi’s Retargeting Platform

The post-IDFA era has rewritten the rules of mobile advertising—but for marketers willing to evolve, it’s also created room for innovation. Just ask Murka Games.

Known for chart-topping titles like Scatter Slots and Slots Era, Murka is a powerhouse in the social casino and casual gaming world. But even with a strong user base, the company knew retention would be the key to long-term growth—especially across iOS, where Apple’s App Tracking Transparency (ATT) has made user targeting more complex than ever.

That was top-of-mind when they turned to YouAppi.

With YouAppi’s dynamic retargeting platform, Murka launched a series of performance-driven campaigns across Android and iOS that delivered remarkable results—including up to a 350% increase in Day 7 ROI and a 300% increase in iOS targetable audiences.

Here’s how they did it—and what mobile marketers can learn from their success.

The Challenge: Retention in a Fragmented, Privacy-First Market

Post-install engagement is notoriously difficult in the gaming space. For Murka, the goal was twofold:

• Reduce churn among high-value users
  
  
• Re-engage lapsed players with a strong likelihood of monetization
  
  

But doing so required precision. Retargeting casual gamers who had drifted away meant cutting through the noise with tailored creative, optimized timing, and increasingly, privacy-compliant targeting methods—especially on iOS, where opt-in rates for IDFA continue to decline.

According to Adjust, global ATT opt-in rates sit at 35% as of Q2 2025—making deterministic matching more scarce. Yet, Murka knew retargeting was still worth pursuing.

The YouAppi Approach: Data-Driven, Creative-Led, and iOS-Smart

To unlock performance at scale, YouAppi employed a multi-pronged strategy grounded in segmentation, creative optimization, and intelligent attribution—fine-tuned to fit the constraints of iOS post-ATT.

1. Real-Time Segmentation with Predictive Modeling

Murka integrated its first-party data directly into YouAppi’s DMP Segment Builder, enabling the creation of custom audiences based on in-app behavior, spend patterns, and churn signals.

For Scatter Slots on Android, YouAppi applied predictive churn models to isolate high-value users showing signs of disengagement. These dynamic audiences were refreshed in real time, allowing for perfectly timed re-engagement.

Results:

• +330% D7 ROI using dynamic segmentation
  
  
• +95% D7 ROI with Appi Templates
  
  

2. Machine Learning-Driven Bidding and Targeting

For Slots Era, YouAppi leveraged real-time performance signals to automatically adjust bids based on each user’s likelihood to re-engage or spend. This reduced wasted impressions and concentrated budget where it mattered most.

Results (Android):

• +350% D7 ROI
  
  
• 12% reduction in eCPO
  
  
• +33% D7 ROI attributed to Appi Templates
  
  

3. iOS Retargeting: Thriving Without IDFA

Murka’s iOS campaign for Slots Era represented one of the most critical challenges: how to retarget effectively without access to device identifiers.

YouAppi answered with a multi-layered probabilistic attribution strategy:

• Alternative Data Signals: These included time of day, device type, app context, and geo-level data—used to model likely matches.
  
  
• ML-Based Segmentation: Sophisticated algorithms helped build smart audience buckets without relying on deterministic data.
  
  
• Creative as a Signal: Custom Appi Templates were tailored to behavioral patterns, allowing YouAppi to refine targeting over time based on engagement and click paths.
  
  

Results (iOS):

• +300% increase in targetable audience size
  
  
• +70% D7 ROI
  
  
• 30% reduction in eCPO
  
  

YouAppi’s approach shows that while deterministic attribution is ideal, probabilistic strategies—when paired with strong creative and adaptive testing—can still drive meaningful results.

Spotlight on Appi Templates: Why Interactive Creatives Win

Across all three campaigns, one constant emerged: Appi Templates made a significant difference.

These proprietary ad units are tailored to user segments. Whether it’s a “spin-the-wheel” mechanic or a dynamic product feed, each format is designed to elicit action and deepen engagement.

Case in point: When Murka swapped out static banners for Appi Templates, engagement rates surged—and so did ROI.

Why they work:

• Higher Attention Value: In an environment where users check their phones 144 times a day (Statista), thumb-stopping formats are essential.
  
  
• Behavioral Alignment: Each template matches the user’s known habits or journey stage.
  
  
• Adaptability: Formats can be localized, refreshed regularly, and tested for performance lift.
  
  

Making iOS Work: YouAppi’s Post-ATT Playbook

YouAppi’s success with Murka’s iOS campaign illustrates a playbook every marketer should follow:

Dual Consent? Maximize It.

Even if only ~4% of users fall into the “dual opt-in” bucket, they still offer crucial insight for campaign optimization and lookalike modeling.

Pre-Permission Prompts

Use in-app messages before Apple’s ATT prompt to explain the benefit of opt-in. Timing these after moments of high engagement increases acceptance.

Tailored Attribution Strategy

Use deterministic attribution when possible. When not, rely on:

• Probabilistic modeling
  
  
• Deep linking
  
  
• Click path analysis
  
  

A/B Testing Culture

On iOS, where signals are fuzzier, testing is survival. YouAppi continuously tests:

• Ad formats
  
  
• CTA placement
  
  
• Segmentation logic
  
  
• Prompt timing
  
  

This allows for ongoing refinement and reliable scale—even in data-constrained environments.

The Bigger Picture: Retargeting Is Retention

For Murka, strategic retargeting campaigns were core to their growth. With YouAppi, they turned re-engagement into a performance channel that lowered acquisition costs, extended LTV, and reduced churn across platforms.

It also proved that iOS isn’t a dead zone, but a strategic playground when powered by adaptive attribution, strong creative, and machine learning.

As Angela Humphrey, SVP of Business Development at YouAppi, put it:

"Success in iOS retargeting now depends on your ability to balance data constraints with creative ingenuity. The brands that thrive are those that know how to win trust and make every impression count."

Key Takeaways

• Creative wins when data is scarce—Appi Templates consistently outperformed static formats across ROI and eCPO.
  
  
• Real-time segmentation and predictive modeling are essential for precise retargeting and lower churn.
  
  
• iOS is still targetable—with the right mix of probabilistic attribution, behavioral segmentation, and creative testing.
  
  
• Test, optimize, repeat—a culture of experimentation enables continued success post-ATT.
  
  

Ready to See What’s Possible?

Retargeting isn’t just a tactic. With the right partner, it’s a full-funnel performance engine.

📈 Want to unlock new value on Android and iOS alike?
👉 Read the full Murka Games case study
💡 Or get in touch to see how YouAppi can help scale your retention strategy today.