Innplay Labs x Dots.eco: An A/B test that lifted ARPU while protecting rescued pets

Overview

Animals & Coins by Innplay Labs (Playtika) introduced a limited-time in-game bundle that connected player purchases to a real-world outcome: protecting rescued pets. In a short A/B test window, the offer helped lift ARPU by around 3% and payers by around 4%

Designed as a fast A/B test, the activation allowed the team to measure whether an impact-tied offer could improve monetization KPIs while staying lightweight for players.

Objectives

• Monetization uplift: Improve key revenue and conversion KPIs among players exposed to the offer.
  
• Fast validation: Capture a clear signal in a short test window.
  
• No disruption: Add meaning and value without harming core engagement.
  

“This was a clean, measurable way to test impact bundles in LiveOps. The early signal was encouraging, and we’re excited about what scaling could unlock. We are already preparing for more special environmental days!“

Campaign design

• Offer format: A limited-time bundle tied to protecting rescued pets.
  
• Reward mechanic: Every bundle purchase granted a trackable and shareable Dots.eco certificate, letting players verify and share the real-world impact they supported.
  
• App-open pop-up: The offer appeared when players opened the game.
  
• Persistent visibility: A small icon kept the offer visible on the main screen during the activation, or until the player purchased.
  

Results

A/B test outcomes

• ARPU increased by ~3% (~90% statistical confidence)
  
• Payers increased by ~4% (near-100% statistical confidence)
  
• Uplift visible across monetization KPIs

Call-out: +~4% payers in a 30-hour window.

Why it worked

• High-intent moment: App-open placement captured attention immediately.
  
• Always-on reminder: The persistent icon kept the offer discoverable without interrupting play.
  
• Proof players can share: The certificate made the impact feel real, credible, and worth talking about.
  
• Fast test, strong signal: A short window still produced measurable uplift, pointing to scaling potential.

Real-world impact

Each bundle purchase translated into real support for rescued pets and came with a trackable, shareable Dots.eco certificate as proof. Our partners deliver the everyday essentials that change outcomes: safe shelter, reliable food, and medical care that helps animals heal and find a better path forward.

Takeaways for game studios

• Tie offers to meaning: Impact can enhance performance when it feels tangible and credible.
  
• Use visibility thoughtfully: App-open + persistent placement can drive conversion without spamming.
  
• Measure it properly: You can also run impact offers as an MVP A/B test first. It gives you clean proof of uplift on a smaller cohort, makes the business case easy to defend internally, and lets you scale confidently once the signal is strong. This kind of test can also help show how impact supports stronger game retention and monetization over time.

Ready to turn LiveOps into impact and retention?

If you want an activation players actually care about, we can help you design a simple mechanic with real-world outcomes, trackable validation, and results you can measure starting with a small MVP A/B test and a scale plan you can take to your team.