[Explore other case studies](https://firebase.google.com/case-studies.md.txt) [View more solutions](https://firebase.google.com/solutions.md.txt) ![CrazyLabs logo](https://firebase.google.com/static/images/usecases/crazylabs.png)

##### CrazyLabs Uses Firebase Remote Config to Maximize Revenue at Scale

![Phone device frame](https://firebase.google.com/static/images/usecases/device_frame_vertical.png) ![Screenshot of CrazyLabs](https://firebase.google.com/static/images/usecases/crazylabs_screenshot.jpg)

*** ** * ** ***

##### Introduction

[CrazyLabs](https://www.crazylabs.com/) is a hypercasual and casual
publisher whose games have been downloaded more than 4 billion times.
They run popular titles, such as [Super Stylist - Makeover \& Style
Fashion Guru](https://play.google.com/store/apps/details?id=com.cocoplay.fashion.style),
[Tie Dye](https://play.google.com/store/apps/details?id=com.crazylabs.tie.dye.art),
and [Phone Case](https://play.google.com/store/apps/details?id=com.newnormalgames.phonecasediy).
Their business model relies on identifying potentially high-profit
games early on among many applicants and helping them scale.

*** ** * ** ***

##### Challenges

At any point in time, CrazyLabs can have up to 15 games that they
are testing in order to maximize revenue without decreasing user
engagement. Their tests involve running up to 30 configurations of
ads plus in-app purchases setups to identify early signals for high
potential revenue. They then use these signals to maximize lifetime
value for different audience groups. They also test game level
design to see what keeps users most engaged. With up to 30 configurations
to test per title and multiple geographic groups, it's complicated
and time-consuming to activate so many tests and find high-performing
configurations. CrazyLabs had tried internal solutions and other
third-party tools, but they were slow, unreliable, or not compatible
with mobile apps. CrazyLabs needed a way to automatically perform their
tests at scale, in a very short amount of time.
![Phone device frame](https://firebase.google.com/static/images/usecases/device_frame_vertical.png) ![Screenshot of CrazyLabs](https://firebase.google.com/static/images/usecases/crazylabs_screenshot.jpg)

*** ** * ** ***

##### Solution

CrazyLabs turned to [Firebase Remote Config](https://firebase.google.com/products/remote-config.md.txt)
to help them automate their testing. Using the
[Remote Config API](https://firebase.google.com/docs/reference/remote-config/rest.md.txt),
CrazyLabs split users into different groups and assigned them
permutations of configurations to test. Combining that with
[AdMob](https://admob.google.com/home/) allowed CrazyLabs to
measure and test various ad monetization options, like ad
frequency, format, and placement for different audience groups
for up to 15 apps concurrently. They also ran tests to optimize
game level design, like where to add UI elements, or how hard a
game should be. They could then
[export data into BigQuery](https://firebase.google.com/docs/projects/bigquery-export.md.txt)
and analyze the results to determine winning configurations.
This allowed Crazy Labs to select the best option for optimization,
out of many, within 7 days. "We could not handle the operation
we have today without Firebase," said Eran Heres, CrazyLabs Chief Technology Officer.

*** ** * ** ***

Results

Ability to run up to 30 tests at a time and determine winning configurations within a week
![CrazyLabs logo](https://firebase.google.com/static/images/usecases/crazylabs.png)
"We could not handle the operation we have today without Firebase."


- Eran Heres, Chief Technology Officer, CrazyLabs
Try Firebase today


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- [App Check](https://firebase.google.com/products/app-check.md.txt)
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[Generative AI](https://firebase.google.com/products/generative-ai.md.txt)

##### Run

- [A/B Testing](https://firebase.google.com/products/ab-testing.md.txt)
- [App Distribution](https://firebase.google.com/products/app-distribution.md.txt)
- [Cloud Messaging](https://firebase.google.com/products/cloud-messaging.md.txt)
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- [Google Analytics](https://firebase.google.com/products/analytics.md.txt)
- [In-App Messaging](https://firebase.google.com/products/in-app-messaging.md.txt)
- [Performance Monitoring](https://firebase.google.com/products/performance.md.txt)
- [Remote Config](https://firebase.google.com/products/remote-config.md.txt)
- [Test Lab](https://firebase.google.com/products/test-lab.md.txt)