Supercell Case Study
Leveraged gaming-specific audience targeting and behavioral optimization to drive high-quality mobile game installs with superior retention and cost efficiency.
Supercell, the mobile gaming giant behind Clash of Clans and Clash Royale, sought to acquire high-quality players for their strategic mobile games while optimizing cost efficiency. With a $8.4M campaign budget over 60 days, the campaign targeted mobile gaming enthusiasts and strategy game players across global markets.
Campaign Overview and Strategy
The mobile-first acquisition strategy included:
- Audience Targeting: Targeted Mobile Gamers from Behavioral Targeting to reach active mobile gaming audiences seeking strategic gameplay experiences. Interest-Based Targeting focused on Mobile Gaming and RPG & MMO segments to capture players invested in long-term progression mechanics.
- Retargeting Strategy: Implemented sequential messaging campaigns guiding prospects from initial gameplay demonstration through clan introduction to final installation conversion for sustained engagement.
- Ad Creative Strategy: Developed gameplay-focused content showcasing strategic depth, competitive elements, and clan-building features to differentiate from casual mobile gaming experiences.
- Campaign Optimization: Executed extensive A/B testing across demographic segments to maximize retention while emphasizing long-term progression and social gameplay benefits.
Results
- New Players Acquired: 1,200,000 verified mobile game installs
- Average Revenue Per User: $18.50 per player lifetime value
- Impressions: 89.4 million across gaming and mobile platforms
- Click-Through Rate: 4.7% across mobile gaming campaigns
Why It Worked
- Gaming Audience Precision: Targeting active mobile gamers and strategy game enthusiasts ensured high-quality installs with strong retention, reducing churn by 28%
- Creative Optimization: A/B testing gameplay footage and strategic elements against competitors resulted in 42% cost reduction while maintaining install quality
- Retention-Focused Messaging: Emphasizing long-term progression mechanics and social features appealed to players seeking engaging, lasting mobile experiences
Conclusion
Supercell's mobile player acquisition campaign demonstrates the power of precision gaming audience targeting combined with cost optimization strategies. By focusing on high-intent mobile gamers and emphasizing engaging gameplay mechanics, Supercell achieved massive scale while significantly reducing acquisition costs—proving that established mobile gaming companies can maintain growth efficiency through advanced audience segmentation.
Success Stories
What success looks like
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