MZ scales global user base for Mobile Strike - Adopts affinity-based targeting to achieve goals

Extending global reach with intelligent affinity targeting

MZ, formerly Machine Zone, is a leader in real-time gaming with epic titles such as Game of War being played by millions of users around the globe.

The MZ marketing team were running Facebook app install campaigns for Mobile Strike, a newer title for the company, but were unsatisfied with the pace of growth.

To meet its ambitious growth targets MZ couldn’t just rely on its current user base or building ‘lookalike’ audiences in the Facebook platform–a more powerful solution was required.



The MZ team researched technology solutions to extend the reach of its Facebook campaigns and chose Appnique’s Intelligent Targeting Technology. This unique solution mines app store data, curated web sites, social networks and Appnique’s brand database for app affinity signals.

These signals are then translated into keywords and mapped to Facebook interests. This process results in a highly targeted audience at a scale that can’t be achieved by just using Facebook’s ad platform. And because Appnique’s data sources are dynamic, new audiences can be constantly discovered.

Appnique’s tool is a quick and efficient way for us to expand our targeting set, extend reach and find non-obvious audience segments.

Jerome Turnbull, Senior Marketing Manager, MZ
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