Background

The fantasy game offered a novel approach to sports fandom, allowing users to trade digital player cards in a blockchain environment. However, despite the game's innovative features and the backing of major sports leagues, the challenge was clear: enhance the game's online visibility and user base through increased website registrations.

Chanllenge

• The primary challenge was to increase website registration numbers, a critical metric for the game's growth and success.
• Attracting relevant traffic that could be converted into registered users was essential, requiring a strategy that went beyond generic advertising.

Strategy

The strategy developed was comprehensive and data-driven, focusing on two main tactics:

1. Targeted User Acquisition:
   • In collaboration with Growing3, a data analysis firm specialized in blockchain data, the game identified potential users who were already active in similar sports-related blockchain projects. This was achieved by analyzing blockchain transactions and activity patterns.
   • The identified users' Twitter accounts served as a basis for creating a targeted seed audience for advertising campaigns, ensuring that the ads reached individuals with a demonstrated interest in sports and blockchain technology.
2. Retargeting for Conversion:
   • A significant number of new visitors (nearly 20,000) were recorded on the game's website. A strategic retargeting campaign was launched across the Meta platform, aiming to re-engage these visitors.
   • The retargeting ads were designed to remind visitors of the game's unique value proposition and encourage them to complete the registration process, effectively converting interest into action.

Execution

• The execution involved launching targeted advertising campaigns on Twitter, utilizing the seed audience data to ensure relevance and engagement.
• Concurrently, retargeting ads on Meta platforms were deployed to capture the interest of previous website visitors, leveraging analytics to fine-tune the messaging and offers.

Results

The strategic approach led to impressive results, as evidenced by the metrics and performance indicators:

• The Twitter advertising campaigns saw an increase in performance by 200% to 400%, significantly enhancing user acquisition efforts.
• The retargeting campaigns on Meta platforms demonstrated a 37.33% decrease in Cost Per Click (CPC) and a 40.77% increase in Click-Through Rate (CTR), indicating higher efficiency and engagement compared to previous campaigns.

These results marked a turning point for the fantasy sports game, showcasing the power of a targeted, data-driven advertising strategy in boosting website registrations and engaging a relevant audience.

Conclusion

This case study serves as a testament to the effectiveness of leveraging blockchain data and targeted advertising strategies in the GameFi sector. By identifying and engaging with a relevant audience and employing strategic retargeting tactics, the blockchain-based fantasy sports game achieved a significant increase in website registrations, setting a precedent for similar platforms looking to enhance their digital marketing efforts and grow their user base.