Tencent Games

Launching a new FPS game into a challenging category

Sector

Gaming

capabilities

User Acquisition

Full-Funnel

Performance Marketing

Tencent Magic Cube Studio had launched Arena Breakout, a mobile first-person shooter (FPS) game worldwide. Given that its low brand awareness outside the Greater China region, the game’s initial download volume underperformed internal targets. With a modest budget, we developed a user acquisition (UA) approach to break into one of the toughest categories in gaming.

Tailoring each creative to match each platform’s algorithms

We ran paid ad placements across major platforms with tailored creative assets to gain recognition in the crowded gaming landscape.

Event-timed activations

Rather than spending evenly, we concentrated bursts around moments when FPS audiences were already in market.

Precision targeting and continuous Cost Per Install (CPI) optimisation

Using precise targeting and cost management tools, we built lookalike audiences off the highest Lifetime Value (LTV) customers in the first few weeks, progressively excluding low-converting segments.

RESULTS

#1

downloaded game in 50 countries

15M

downloads

15%

lower than Cost Per Install (CPI) than the market average
Launching a new FPS game into a challenging category

Tencent Games

The mobile game UA strategy behind 15M+ downloads
Top downloaded game in 50 countries
15M+ downloads
15% lower Cost Per Install (CPI) than the market average
Tailoring each creative to match each platform’s algorithms
We ran paid ad placements across major platforms with tailored creative assets to gain recognition in the crowded gaming landscape.
Event-timed activations
Let’s Get To Work
case studies

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