3.4x the return on ad spend for Merge Crime, side by side with StandEgg's own playable

How StandEgg ran a MakePlayable playable for Merge Crime next to its in-house playable on Google and Meta for a month, and what the numbers showed.

  • StandEgg, Korea
  • Merge game
  • Google + Meta
  • September 21 to October 20, 2026
  • 3.4x Return on ad spend vs. the in-house playable, Google + Meta combined
  • 116% ROAS on Google: revenue from its players passed ad spend
  • +18% Installs per thousand impressions vs. the in-house playable on Meta

The situation

StandEgg is the Korean studio behind Merge Crime, a merge game. The team was already running its own playable and wanted to see how a different one would do next to it, on the same networks and in the same weeks.

What we did

  1. We started from the game itself and from the playables other merge games were running.
  2. We kept Merge Crime's own art, look and feel, its Game DNA, so players find in the game what they saw in the ad.
  3. We delivered network-ready files for Google and Meta, each checked against that network's rules.

How it was tested

StandEgg's marketing team ran our playable next to its in-house playable: the same game, the same networks, the same period, September 21 to October 20, 2026.

Every number on this page comes from StandEgg's own performance report for that month. We show them as ratios only; spend and revenue stay with the studio.

The result

Across both networks, every dollar spent on our playable brought back 3.4 times as much revenue as a dollar spent on the in-house playable.

On Google, our playable cost more per install, but the players it brought were worth far more: revenue passed ad spend, and held at break-even in the final week while spend was going up. On Meta, it brought 18% more installs per thousand impressions.

  • Google Revenue passed ad spend: 116% ROAS, against 12% for the in-house playable.
  • Meta 18% more installs per thousand impressions than the in-house playable.
Finding a winning creative takes a lot of testing, the same as with static and video. StandEgg marketing team