Riot Games Case Study
Targeted competitive gaming communities and esports enthusiasts to drive tournament participation and ranked play engagement across Riot's gaming ecosystem.
Riot Games, the developer behind League of Legends and Valorant, sought to expand their competitive gaming community by attracting serious esports players and tournament participants. With a $487.5K campaign budget over 45 days, the campaign targeted competitive gaming enthusiasts and aspiring esports professionals.
Campaign Overview and Strategy
The esports-focused acquisition strategy encompassed:
- Audience Targeting: Behavioral Targeting focused on PC/Console Gaming and Web3 Gamers segments to reach dedicated gaming audiences. Interest-Based Targeting leveraged Gaming segments including PC/Console Gaming, eSports, and Mobile Gaming enthusiasts for comprehensive reach.
- Multi-Platform Campaign Optimization: Sequential ad delivery across gaming communities maximized engagement through platform-specific creative messaging approaches.
- Creative Testing Framework: Character-driven advertisements featuring League of Legends champions created immersive experiences that resonated with target audiences.
Results
- Total Reach: 45.2 million qualified gaming impressions across targeted behavioral and interest-based segments
- Total Conversions: 2.85 million new player registrations generated through optimized targeting and creative campaigns
- Conversion Rate: 6.3% from impression to completed game registration significantly exceeding mobile gaming benchmarks
- Click-Through Rate: 4.8% across all gaming segments demonstrating strong creative resonance with target audiences
Why It Worked
- Esports Community Targeting: Reaching active competitive gamers and tournament participants ensured high engagement with ranked systems and competitive features
- Creative Strategy Integration: Character-driven advertisements leveraged existing IP recognition to drive higher engagement among gaming communities.
Conclusion
Riot Games successfully reduced user acquisition costs by 56.9% while achieving exceptional conversion rates through strategic audience targeting. The campaign demonstrated Blockchain-Ads platform's effectiveness for gaming companies seeking high-quality player acquisition. This approach established a scalable framework for future gaming campaigns targeting engaged crypto-native and traditional gaming audiences.
Success Stories
What success looks like
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