Programmatic Display & Mobile Web
Generating 411 Account Creations for a Play-to-Earn Gaming Project at $47.54 eCPA
Overview
Client
Channels:
Market:
primary kpi:
The Data
The Challenge
The Challenge
Acquiring new users in the Play-to-Earn space isn't easy.
While Eastern Europe has a strong gaming culture and growing interest in blockchain-based projects, competition for new players is intense. User acquisition costs can fluctuate quickly, especially when multiple gaming and crypto projects are competing for the same audience.
The client had a clear objective: generate account creations at a cost that would support long-term profitability while maintaining enough volume to continue growing the player base.The challenge wasn't simply acquiring users- it was acquiring the right users at the right cost.
Our Approach
Our Approach
From day one, we focused on quality over quantity.
Instead of spreading the budget evenly across the entire region, we analysed conversion performance market by market and prioritised countries delivering stronger registration rates and lower acquisition costs.
Budget decisions were driven by account creation data, not clicks or engagement metrics.
Smarter Device Targeting
Device quality had a significant impact on performance.
We found that newer Android devices and well-performing desktop environments consistently generated stronger registration rates than older devices and lower-quality inventory.
To improve efficiency, we:
Prioritised higher-performing devices and environments
Excluded outdated operating systems and browser versions
Reduced spend on placements generating clicks but few registrations
Increased exposure to inventory producing consistent account creations
This helped improve acquisition quality while keeping costs under control.
Creative Built Around Player Motivation
Not every player joins a Play-to-Earn platform for the same reason.
Some responded best to competitive gameplay, while others were attracted by rewards, progression systems, or early access opportunities.
We tested multiple creative angles simultaneously and continuously shifted budget toward the messages that generated the strongest registration rates.
The highest-performing creatives were often the simplest — clearly communicating the value of joining the platform without overcomplicating the offer.
How We Improved Performance
The campaign wasn't left on autopilot.
Throughout the month, we continuously refined:
Country allocation
Device targeting
Placement quality
Bidding strategy
Creative performance
Every optimisation was focused on one goal: reducing the cost of acquiring a new player while maintaining healthy registration volume.
Concept
What Made the Difference
We stayed focused on the metric that mattered most: account creation cost.
By concentrating spend on the markets, devices, and placements that consistently delivered registrations, we were able to improve acquisition efficiency without sacrificing scale.
The result was a predictable and scalable user acquisition strategy that generated 411 new accounts while keeping CPA comfortably below the client's target.
Outcome
The Results (May 2026)
411 account creations generated
$47.54 eCPA
$19,540.42 media spend
$0.68 eCPM
$0.82 eCPC
CPA maintained below the client's $67 benchmark
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