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Yulia Nekrasova
Thu May 23 2024

GameTree Case Study

The Client

GameTree is a social platform and matchmaking app tailored for gamers, providing a unique space for like-minded individuals to connect, explore new games, and cultivate meaningful relationships. GameTree facilitates the discovery of friends, teammates, and gaming communities based on users' interests, gaming preferences, and playstyle. Leveraging advanced algorithms, the app ensures that users are matched with compatible gamers, thereby enhancing their gaming experience.

Additionally, GameTree offers personalized game recommendations, gaming news, and community discussions, enabling users to stay abreast of the latest trends and developments in the gaming sphere. Whether users seek companions for gameplay, advice on new games, or simply wish to engage with fellow gamers, GameTree offers a comprehensive and user-friendly platform to meet all gaming needs.

Stage 1

Week 1 - Week 2

Data Collection & Achieving CPA


A/B Testing, Data Collection & CPA Attainment


Our collaboration with the GameTree project commenced with the client's requirement for promotional assistance. The initial phase involved deliberations on the cooperation model with the client, culminating in an agreement on the cost-per-action (CPA) cooperation model. The client's key performance indicator (KPI) stipulated that the subscription price should not exceed $10. Subsequently, we embarked on the testing phase, launching advertising campaigns for Android.

Our focus lies specifically on subscriptions, underscoring the significance of driving subscriptions to the application rather than the cost per installation (CPI) itself.

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Stage 2

Week 3 - Week 8

Campaign Launch for Tier 1


Expansion of User Base and Subscriptions via Tier 1 Campaigns


Notably, attracting users to the GameTree application entails a specific approach due to its dual nature as a gaming-themed application and a social network. Following the testing phase, we initiated campaigns targeting Tier 1 geographies (UK, US, Canada), primarily focusing on Android platforms through Google Ads. Simultaneously, campaigns were launched in the Brazilian market. During this phase of collaboration, we successfully garnered 400 or more subscriptions per month.

Particularly, the Brazilian market exhibited the most favorable conversion rates, with the following highlighted as the most effective ad texts:

  • Descubra jogos e amigos.
  • Juntese à rede de gamers agora.
  • Aliados no GameTree Brasil.

Stage 3

Week 8 - Week 12

IOS Campaign Launch


Campaign Optimization, CTA Reduction


This phase commenced with the launch of campaigns for iOS. For iOS, our strategy involved the deployment of campaigns on Facebook, targeting Tier 1 geographies. Concurrently, we persistently optimized our Google campaigns and explored diverse creative approaches. Over time, we achieved a threefold reduction in CPA from the initial phase of our collaboration and continue to scale volumes and enhance performance.

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Our structured and strategic approach to collaborating with GameTree has yielded substantial results within a brief timeframe. Initially focusing on data collection and achieving a CPA below $10, we effectively discerned the most impactful advertising strategies and platforms. Our endeavors in launching campaigns in Tier 1 geographies, particularly through Google Ads and Facebook, significantly bolstered subscriptions, with the Brazilian market emerging as a standout performer in terms of conversions. As we progressed, our optimization methodologies and innovative approaches resulted in a noteworthy threefold reduction in CPA, underscoring the efficacy of our targeted campaigns.

We remain committed to refining our strategies to ensure sustained growth and performance advancements for GameTree.