Neopets Achieves 20% ROI Boost and 50% CPI Reduction with Airbridge’s Unified Cross-platform Measurement

Introduction

Neopets, a legacy IP beloved by millions since the early 2000s, is best known for its virtual pet universe. With over 150M registered users and 400K monthly active users, the brand is on the rise again, driven by a community-fueled revival.

In recent years, Neopets has expanded into mobile and Web3, launching new titles like Faerie Fragments, a mobile game designed to blend nostalgia with modern mechanics. Released across the US, Canada, Australia, and Southeast Asia, the title anchors Neopets’ push to reintroduce its universe to a new generation of players.

Overview

While launching Faerie Fragments, Neopets quickly became overwhelmed with scattered data, unclear attribution, and no full view of the player journey.

Neopets turned to Airbridge for a well-rounded solution, and it paid off. With a single dashboard and cross-platform tracking, the team reallocated budgets in real time, while using Airbridge’s Funnel Report allowed them to spot drop-offs and refine gameplay. The results? Outstanding:

• 20% ROI boost
• 50% CPI reduction
• 10% retention uplift
• 12% purchase rate increase

Challenges

Neopets faced two major hurdles during the launch of Faerie Fragments:

• Lack of unified dashboard: Managing multiple dashboards across marketing channels, such as Google, Facebook, agency partners, and OS versions made it difficult to get a clear picture of performance, let alone act on it quickly
• No in-app behavioral insights: The team couldn’t see where players were dropping off or converting within the game, limiting their ability to refine gameplay or engagement campaigns

Solutions

Reducing CPI By 50% With Airbridge’s Unified Dashboard

Neopets used leveraged GroupBy options in Airbridge’s Unified Dashboard to monitor over 30 campaigns across channels like Google AdWords, Facebook, partner agencies, and across OS versions, namely iOS and Android in real time.

Instead of juggling fragmented data from multiple ad platforms, the team could compare installs, total revenue, CPIs, and more metrics side by side in one place. This single source of truth cut reporting delays and made budget shifts fast and precise.

The results? Game-changing. Neopets reallocated budget to high-ROAS Android campaigns and paused underperforming iOS ones, saving over $5,000 in ad spend. The shift alone dropped CPI by 50% and improved campaign efficiency by 25%.

Airbridge’s onboarding was quick and smooth. Within days, their Customer Success team helped us integrate Faerie Fragments across Google, Facebook, and agency channels. Pre-built dashboards let us launch over 30 campaigns without technical hassle, saving weeks of setup time.

— Marketing Team, Neopets

Raising Retention By 10% With Airbridge’s Funnel Report

With Airbridge’s Funnel Report, Neopets tracked progression milestones at Levels 10, 20, 50, and 100. The data showed a sharp 75% drop-off between Levels 20 and 50.

Armed with this insight, the team also worked with game designers to tweak difficulty curves and introduced affordable in-game tool rewards at Levels 21–30 to keep players engaged through the mid-game stretch. Spikes in engagement at Level 10 prompted them to enhance early rewards to sustain interest and optimize purchase prompts.

Airbridge’s Revenue Report added another layer: by analyzing D30 new-user revenue by campaign, Neopets refined targeting to double down on high-performing audiences while tightening monetization strategies.

The impact was immediate. Just weeks after the update, Level 50 completions rose by 15% and retention rate improved by 10%, signaling a meaningful boost in mid-level retention and player satisfaction.

Results

Even for a brand as established as Neopets, launching a new mobile game carried its risks. Tracking milestones at Levels 10, 20, 50, and 100 proved crucial for understanding player engagement and guiding design adjustments across new regions like the U.S., Canada, Australia, New Zealand, and Singapore.

As Neopets expands into new regions, Airbridge’s low CPI tracking and cross-platform insights, such as Android vs. iOS installs, guide platform prioritization, while custom event tracking via Funnel reports supports gameplay refinements for global audiences.