PlayZap

PlayZap needed to acquire players who would not just sign up but convert into active $PZP token buyers. This is a segment that conventional gaming ad platforms could not reliably reach.

Four obstacles defined what that required:

• Platform restrictions: Google and Meta offer limited compliant inventory for blockchain token promotion targeting active crypto wallets.
• Audience depth: Interest-based targeting cannot distinguish BSC-active wallets from casual crypto observers.
• Conversion quality: Driving signups was insufficient. The campaign needed users who would complete a first token purchase.
• Global scale: Reaching qualified Web3 gaming audiences across multiple regions required inventory that general gaming networks do not carry.

Standard gaming ad networks could reach gamers but not crypto-native ones. PlayZap needed users already comfortable with token purchases, staking mechanics, and on-chain transactions. Interest-based platforms had no reliable signal for wallet activity or BSC engagement.

PlayZap chose Blockchain-Ads to reach verified on-chain audiences at the depth the campaign required, through four capabilities:

• On-chain wallet targeting: Campaigns reached BSC-active wallets with verified token transaction history.
• Web3 gaming inventory: The network covered Play-to-Earn, DeFi, and crypto gaming publisher environments where PlayZap's audience was already active.
• CPA-based optimisation: Campaigns optimised toward first $PZP purchases from day one, not just clicks or signups.
• Global reach: The platform delivered qualified audiences across multiple regions without sacrificing targeting precision.

• 1,257 first $PZP purchases delivered across a 30-day campaign.
• CPA: $237.36 per first token purchase.
• ROAS: 2.74x on $298,361 in ad spend.
• Impressions: 4.5M+ delivered globally.
• CTR: 2.76% blended across all display formats.
• CPC: $2.35 blended across the full campaign.

The campaign launched globally with a token launch awareness angle. Display ads ran across Web3 gaming and crypto publisher inventory.

Two creatives introduced the platform:

• A product launch angle announcing "$PZP NOW LIVE!"
• A gameplay angle inviting users to "Try PlayZap Games for free."

The objective was to identify which audience segments and regions responded to the token launch message at the lowest cost per click.

Data from Phase 1 identified BSC-active wallet segments as the strongest responders. Budget shifted toward these segments.

Two new creative angles were introduced:

• A staking angle promoting "$PZP Staking is Live!"
• An authority angle positioning PlayZap as "The #1 Game on Binance."

The staking angle drove stronger engagement among existing token holders. The authority angle performed best among Binance-active wallets new to PlayZap. CPA began declining as targeting tightened around high-intent segments.

This campaign ran on display advertising. See how Blockchain-Ads supports gaming advertising. Related case study: Aradena Games.

The campaign concentrated spend on the authority and direct purchase angles. Retargeting layers re-engaged users who had clicked but not yet completed a first token purchase. The "Buy $PZP Now" creative drove the highest conversion rate among retargeted users. The authority angle, "The #1 Game on Binance," scaled across Binance-active wallet segments globally and closed the campaign with the strongest daily conversion volumes.