Client Intro and Objective
Stillfront Group is a global gaming company that develops and publishes games with a focus on long-term engagement. Their portfolio includes over 70 games in various genres, engaging around 47 million players each month. Stillfront Group emphasizes creating a diverse gaming universe that is digital, affordable, and inclusive. Operating in multiple regions, they own well-known titles like Albion Online and Empire: Four Kingdoms.
Imperia Online, part of Stillfront, created a renowned MMORTS game of the same name in 2005, and sought to rejuvenate its player base and attract new users. To achieve this, the studio partnered with Aleph for a user acquisition (UA) campaign on Facebook. This collaboration aimed to engage new and lapsed players while maintaining cost-efficiency, demonstrating the strength of partnerships within the Stillfront ecosystem.
The primary objective was to drive cost-effective user acquisition, specifically focusing on completing a 5-step tutorial. The target audience was males aged 18-45 interested in strategy and simulation games. Imperia Online aimed for an ambitious CPA of less than $2, significantly below the industry benchmark.
The Solution
Imperia Online partnered with Aleph to develop a comprehensive user acquisition campaign on Meta platforms. The strategy involved:
Creative Excellence: Extensive A/B testing of diverse ad formats, including high-performing User-Generated Content (UGC) ads, static images, videos, and carousels.
Localization: Culturally relevant creatives were developed in multiple languages, with Spanish creatives achieving a CPA two times lower than the campaign average.
Precision Targeting: Advanced targeting capabilities, including Advantage+ setups, were used to segment users based on demographics, gaming behaviors, and interests.
Real-time Optimization: Continuous monitoring and optimization of campaigns using Facebook Business Manager to maximize conversions.
Lapsed Player Retargeting: Personalized ads showcasing new updates and features were used to re-engage inactive players.
Device-Specific Campaigns: Performance analysis revealed higher conversion rates among MacOS users, leading to dedicated campaigns for this segment.
Occasional Campaigns: Strategic campaigns aligned with events like the game's anniversary to further boost engagement.
The Results
The campaign exceeded expectations, delivering:
Sub-$2 CPA: Successfully achieved a CPA below $2, outperforming industry benchmarks.
Lapsed Player Re-engagement: Effectively brought back a significant number of inactive players.
New User Acquisition: Efficiently attracted new users, with many completing the tutorial and continuing to engage with the game.
Retention Boost: Tailored creatives resonated with the target audience, leading to increased early-stage retention.
"Partnering with Aleph has been a game-changer for Imperia Online. Their expertise in desktop advertising and deep understanding of Meta's platform allowed us to surpass our user acquisition goals while effectively re-engaging lapsed players. The collaboration was marked by transparency, data-driven decisions, and a well-adapted strategy that significantly contributed to the campaign's success."
Key Takeaway
The Imperia Online UA campaign, powered by Aleph's expertise and Meta's robust advertising platform, demonstrates the impact of a strategic and data-driven approach to user acquisition. By combining creative excellence, precise targeting, and continuous optimization, the campaign achieved remarkable results, driving cost-effective acquisition and re-engaging lapsed players.