PLAION, a global video game publisher and distributor, used Lunio to improve traffic quality and maximize the performance of its paid media campaigns. By eliminating invalid traffic across Google, Meta, TikTok, and Reddit, PLAION protected budget efficiency, strengthened attribution accuracy, and increased conversion rates - helping deliver standout results during a major launch window for a flagship title.

Key stats:

• 15% uplift in conversion rates with Lunio protection enabled
• 42.47% decrease in Invalid Traffic

PLAION is a global entertainment powerhouse with three decades of history, publishing video games to fans across the world. 

Paid media is a key part of PLAION's launch strategy, complementing PR, influencer marketing, and organic buzz. Campaigns span awareness, consideration, and conversion stages - each with tailored creative and KPIs.

Google and Meta form the primary foundation, with TikTok and Reddit as secondary channels. Additional reach comes from programmatic, Twitch, Snapchat, and premium partnerships like IGN.

Spearheading PLAION's paid media strategy is Digital Marketing Director, David H. Azria, with support from Digital Paid Media Data Analyst, Nico De Oliveira Carvalho.

“Paid media helps us rise above the noise. When 20+ titles drop in a single show, we need to make sure our game stands out.”
 -  David H. Azria

IVT: The hidden budget killer

In April 2024, PLAION launched a time-sensitive Meta campaign targeting new markets. 

“It wasn’t our biggest campaign, but it was make-or-break for planning the next six months. If that campaign worked, we’d be in a great place.”

 -  Nico De Oliveira Carvalho

At first glance, performance looked strong - with click-through rates hitting an unusually high 30%. But upon closer inspection, the numbers didn’t add up.

After spotting the suspiciously high CTRs, PLAION's team began investigating traffic quality - and quickly realised they lacked the tools to properly validate what was happening. A colleague had recently come across Lunio’s webinar content on LinkedIn, and recommended Lunio as the ideal solution to uncover the root cause and take action fast.

Why PLAION chose Lunio

The first trial used Lunio in monitor-only mode - meaning no automated IP or audience exclusions, just complete visibility of traffic quality coming from different campaigns and channels. Results were stark:

“Lunio reported invalid traffic rates of 50% on Google in some territories. That was eye-opening. We validated it ourselves through GA benchmarks. The campaigns Lunio flagged were underperforming across the board.”

 -  Nico De Oliveira Carvalho

The data gave PLAION confidence that this wasn’t just a one-off anomaly. It was a growing issue with a clear correlation - the higher the IVT, the weaker the campaign performance against key KPIs. 

What started as a single suspicious campaign quickly highlighted a wider issue impacting media efficiency and ROI. And Lunio’s ability to pinpoint where the problems lay - down to specific markets and platforms - made the business case clear.

Onboarding: fast, collaborative, friction-free

With IVT rates spiking and performance at risk, Lunio’s promise to significantly reduce invalid traffic made it an easy choice for PLAION. 

Lunio’s ability to integrate seamlessly with their attribution partner, Gamesight, helped resolve early data harmonization challenges - ensuring both tools could work in tandem from day one.

“The onboarding was really supportive. We had joint sessions across teams, and Lunio helped us harmonise the data between attribution and protection. That was huge.”

 -  Nico De Oliveira Carvalho

How PLAION uses Lunio

PLAION now uses Lunio across all major channels: Google, Meta, TikTok, and Reddit.

Lunio’s insights are used to:

• Flag and validate issues on TikTok (indicated by bounce rate, 10c CPCs, and high CTRs)
• Build a credible, data-backed case to escalate concerns directly with ad platforms
• Evaluate and exclude markets like South America and Mexico where traffic consistently underperformed
• Compare IVT rates across regions to inform future geo-targeting decisions

“Lunio gives us an additional source of truth. When we tell a platform their bounce rate is off, that might be ignored. But when we show them 40% IVT from Lunio, it carries more weight.”

 -  Nico De Oliveira Carvalho

Results that speak for themselves

In the months following implementation, invalid traffic on Google campaigns fell from 50% to just 2-3%. A controlled A/B test run in May 2025 confirmed the results:

• 42.47% decrease in IVT on protected traffic
• 15% uplift in conversion rates with Lunio protection enabled

And while not solely attributable to Lunio, PLAION's first major launch campaign post-implementation, Kingdom Come Deliverance 2, outperformed targets across every paid media KPI.

“KCD2 exceeded all expectations. From a media perspective, it was a huge success - and it was the first time we’d run a big launch with Lunio protection in place.”

 -  David H. Azria

A rapid path to tangible ROI

Lunio didn’t just protect media budgets - it paid for itself.

“We basically offset Lunio’s cost through the clicks we didn’t waste on bots. It’s simple to implement, doesn’t slow down campaign execution, and delivers clear value.”

-  Nico De Oliveira Carvalho

PLAION also praised Lunio’s transparency and responsiveness during the sales process - citing their clear commitment to reducing IVT, rather than vague promises or vanity metrics.

“We ran the numbers ourselves when it came time to renew. The ROI is there. Implementation is easy. And we’re seeing better results across the board.”

-  Nico De Oliveira Carvalho

Lunio now plays a critical role in ensuring every click counts - for every campaign, in every territory.