Activision Blizzard Case Study

700,000+

Total Conversions

55%

Cost Reduction

$2.15

Cost Per Acquisition

4.1%

Conversion Rate

Company

Activision Blizzard

Campaign Type

User Acquisition

Industry

Gaming

Case Timeline

75 days

Strategy

Targeted gaming audiences with franchise-based campaigns, driving massive game installs through optimized acquisition strategies across global gaming markets.

Activision Blizzard, the gaming giant behind Call of Duty, World of Warcraft, and Overwatch, launched a comprehensive global campaign to drive installs across their gaming portfolio while optimizing cost efficiency. With a $1.5M campaign budget over 75 days, the campaign targeted gaming audiences worldwide across mobile, console, and PC platforms.

Campaign Overview and Strategy

The multi-franchise acquisition strategy encompassed:

Audience Targeting: Utilized PC/Console Gaming and Web3 Gamers from Behavioral Targeting to reach serious gaming enthusiasts seeking premium franchise experiences. Applied Gaming Interest-Based segments including PC/Console Gaming and RPG & MMO to capture audiences invested in competitive gaming experiences.
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Cross-Platform Campaign Strategy: Implemented seamless progression messaging across mobile, console, and PC platforms maximizing addressable audience reach and player engagement opportunities.
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Global Market Localization: Customized regional campaigns for North America, Europe, and Asia-Pacific markets with culturally relevant messaging and platform preferences.
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Franchise Portfolio Positioning: Leveraged Call of Duty, World of Warcraft, and Overwatch brand recognition for immediate audience interest and acquisition cost optimization.

Results

Total Conversions: 700,000 verified game downloads across franchise portfolio.
Cost Per Acquisition: $2.15 representing 55% cost reduction from previous campaigns.
Total Reach: 96.2 million gaming audience impressions across entertainment platforms.
Conversion Rate: 4.1% click-through rate across franchise marketing campaigns.

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Inactive-State

Active State

Why It Worked

Franchise Power: Leveraging Call of Duty, World of Warcraft, and Overwatch brand recognition drove immediate interest and reduced acquisition costs by 55%.
Cross-Platform Strategy: Emphasizing seamless gameplay across mobile, console, and PC platforms maximized addressable audience and player engagement.
Global Optimization: Tailored campaigns for regional preferences and gaming behaviors resulted in superior retention rates across international markets.

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Conclusion

Activision Blizzard's global gaming acquisition campaign showcases the power of franchise recognition combined with cost optimization strategies. By leveraging established IP across multiple platforms and emphasizing cross-platform play, Activision Blizzard achieved exceptional scale while significantly improving cost efficiency and player retention—demonstrating that major gaming publishers can drive both volume and quality through comprehensive audience targeting.