Illustrative engagement. A representative scenario showing how we approach this kind of work in video games. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping video games
Game studios and publishers need player insight from concept to live operations, through playtests, monetisation research and market sizing.
- Mobile gaming reaches very wide audiences
- Playtesting reduces costly late changes
- Monetisation must feel fair to players
Client background
A game studio, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A game studio
- Sector
- Video games
- Team engaged
- Digital Marketing
- Services
- Social media marketing, Influencer marketing
Client challenge
The studio needed launch awareness.
Research objectives
- Deliver on the brief: community marketing for a game launch.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Launch.
Audiences we typically reach in video games
PlayersPaying playersLapsed playersStreamers and creatorsParents of young gamers
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Creator campaigns
- 3Insight
We partnered with gaming creators.
Social media marketingInfluencer marketing
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Creators drive gaming launches.
Recommendations
- Build on the core insight: creators drive gaming launches.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Pre-registrations grew.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: who are our players?