Case Study
From Reach to Revenue: How HIRO Powered CrazyGames’ Next Phase of Growth
CrazyGames is a leading browser gaming platform with over 45 million monthly players across key markets such as the US, UK, Germany, and Canada. Available in 23 languages, it offers thousands of games that can be played instantly, with no installs required.
The Results
With HIRO, CrazyGames didn’t just maintain momentum, they accelerated it. Revenue climbed, workflows stayed intact, and the player experience remained untouched. The results reflected not just smarter monetization, but scalable success as HIRO extended across more of the publisher’s traffic.
The Challenge
CrazyGames had built a massive, loyal following by making gaming easy. No installs. No fees. Just open a browser and play. The platform’s ad-supported model allowed developers to publish and monetize their games with minimal friction. But keeping everything free meant CrazyGames had to squeeze more value from each impression while safeguarding the user experience.
To stay competitive, CrazyGames needed to monetize its audience more effectively without sacrificing the free-to-play experience that defines its brand. They needed a partner who could increase addressability, improve yield, and integrate with minimal friction into a tightly managed monetization infrastructure.
The Solution
In early 2024, CrazyGames deployed HIRO across both its desktop and mobile web inventory to strengthen monetization across its rapidly growing HTML5 ecosystem. Because the company’s entire ad stack is powered by Google Ad Manager (GAM) and Prebid, HIRO’s native integration made setup seamless. It allowed CrazyGames to preserve existing workflows while gaining immediate enhancements in reporting and yield measurement.
HIRO’s compatibility with CrazyGames’ preferred demand sources ensured enriched traffic continued to flow naturally through their existing monetization channels. There were no tradeoffs in scale, latency, or performance. Instead, HIRO quietly layered on identity and intent-based enrichment, increasing addressability and helping every impression work harder.
From a technical perspective, HIRO didn’t require custom engineering or new infrastructure. Its GAM-native reporting and seamless interoperability enabled rapid deployment without disrupting operations. That ease of integration proved critical for a platform where speed and scalability are paramount. Additionally, Zeta and CrazyGames worked together to unlock HIRO across available Prebid Server connections, deepening the integration and strengthening the partnership.
The successful HIRO integration has opened the door to broader expansion across Zeta’s publisher tools, with CrazyGames now exploring adoption of the Zeta SSP to unlock additional monetization in the months ahead.
