Aradena Games

Aradena needed to reach crypto-native gamers who would not only register but download the desktop client and become active players. All within a 45-day window that included a live TGE. Four obstacles defined what that required:

Key Obstacles

• Desktop advertising gap: Most programmatic networks optimise for mobile and web-based conversions. Aradena's desktop client required reaching audiences willing to download and install a standalone application, a higher-friction conversion than a browser sign-up.
• Platform restrictions: Web3 gaming and token advertising faces restrictions on Google and Meta, limiting access to standard high-reach channels during a time-sensitive launch window.
• Funnel depth requirement: A sign-up alone does not generate value for Aradena. Converting registered users into active players who engage with the tactical card game required matching creative messaging to audiences with genuine gaming intent.
• TGE timing pressure: The token generation event created a hard deadline. Sign-up volume and player activation both needed to peak within the same compressed window.

Google and Meta restricted Web3 gaming and token advertising. Broad gaming networks also lacked the on-chain context to identify players with both tactical gaming experience and crypto asset ownership. Aradena needed a platform that could reach Play2Earn and Web3 gaming audiences through verified behavioural signals. It also needed to deliver free-to-play and prize pool messaging in environments where on-chain game asset ownership was already familiar. Blockchain-Ads provided that through four capabilities:

• Play2Earn and Web3 Gamer audience segments: Blockchain-Ads identified users through verified on-chain gaming activity. This ensured audiences already understood token-based game economies before encountering the Aradena proposition.
• PC/Console Gaming and RPG and MMO interest targeting: Dedicated gaming interest segments extended reach to competitive and narrative-driven players. These aligned with Aradena's tactical card game positioning and desktop client format.
• Retargeting infrastructure: The platform built a retargeting audience from users who had downloaded the desktop client but not yet engaged in active play. It delivered personalised re-engagement creative to drive the sign-up to active player conversion.
• Crypto-native publisher inventory: Ads ran in environments where $AG token prize pools and free-to-play real money mechanics were contextually relevant. This reduced the education barrier for new player acquisition.

• Sign-ups acquired: 3,426 across a 45-day campaign window.
• Sign-up CPA: $5.84 per registered user.
• Active players: 790 players who downloaded the desktop client and engaged with gameplay.
• Active player CPA: $25.32 per active player.
• Sign-up to active player rate: 23% of registered users converted to active play.
• Best-performing segments: Play2Earn Gamers and Web3 Gamers across all phases.

The campaign launched across Play2Earn Gamers, Web3 Gamers, and PC/Console Gaming and RPG and MMO interest segments simultaneously. The opening creative approach tested two distinct entry points. Angles like Day One Token Utility led with the $AG token's immediate in-game value. Free-to-play prize pool messaging positioned Aradena as a zero-cost entry into real money competition. All active segments ran at equal weight to establish which message drove the strongest sign-up and desktop download intent before spend was concentrated.

Play2Earn Gamers and Web3 Gamers outperformed broad gaming interest segments on download-to-active-play conversion. This confirmed that verified on-chain gaming behaviour predicted deeper funnel engagement more reliably than general gaming interest. Creative shifted toward community proof as the player base grew. Angles like Trade and Battle with Over 80K Players and Over 100K Players Have Joined reinforced Aradena's scale to users still in consideration. Retargeting activated against downloaded but inactive users, using tournament prize pool messaging to drive first active play sessions.

The final phase concentrated spend behind Play2Earn Gamers and scaled the strongest-performing creatives from Phase 2. TGE activity ran in parallel, with card pack and token launch angles targeting users already active in the game. The 45-day campaign closed with 3,426 total sign-ups at a $5.84 CPA, 790 active players at a $25.32 CPA, and a 23% sign-up to active player conversion rate across the full funnel.