Case Study - Gaming
Online gaming provider receives outstanding acquisition volumes at low cost
Five times the new customer volume target – at only 20% of CPA
- The fast-growing gaming division of a global media organisation were looking to increase their acquisition.
- DLG and PDV’s planners had to target very accurately to meet a reduced CPA goal, down by 20% from the previous target.
- Help maintain client’s high growth rate, acquiring new depositing online gaming customers for all their core brands.
- Campaign to coincide with the start of the Premier League football season.
- Expert analysis of the client’s own customer base delivered a “best customer” profile to base the selection on. DLG and PDV used their extensive gaming sector experience to create a second prospect profile to test against.
- As well as creating bespoke, personalised email creative, DLG and PDV’s consultants also crafted multiple subject lines and offer combinations to assess.
- A comprehensive initial testing phase determined the best performing data selections and creative treatments to use. DLG and PDV then rolled these out across one million emails and multiple broadcasts.
- Ongoing optimisation by consultants throughout the campaign maximised response volumes. Services included profiling, selection and campaign broadcast through to response analysis and campaign optimisation.
- Email campaign delivered 6% open rates and 28% click-through rates overall.
- At 500% over target, the campaign vastly exceeded the client’s sales volume goal.
- DLG and PDV slashed the acquisition cost for each new player: 21% of the client’s target.
Background
- The fast-growing gaming division of a global media organisation owning multiple brands were looking to increase their acquisition.
- DLG and PDV’s planners had to target very accurately to meet a reduced CPA goal, down by 20% from the previous target.
Challenge
- Help maintain client’s high growth rate, acquiring new depositing online gaming customers for all their core brands.
- Campaign to coincide with the start of the Premier League football season.
Solution
- Expert analysis of the client’s own customer base delivered a “best customer” profile to base the selection on. DLG and PDV used their extensive gaming sector experience to create a second prospect profile to test against.
- As well as creating bespoke, personalised email creative, DLG and PDV’s consultants also crafted multiple subject lines and offer combinations to assess.
- A comprehensive initial testing phase determined the best performing data selections and creative treatments to use. DLG and PDV then rolled these out across one million emails and multiple broadcasts.
- Ongoing optimisation by consultants throughout the campaign maximised response volumes. Services included profiling, selection and campaign broadcast through to response analysis and campaign optimisation.
Results
- Email campaign delivered 6% open rates and 28% click-through rates overall.
- At 500% over target, the campaign vastly exceeded the client’s sales volume goal.
- DLG and PDV slashed the acquisition cost for each new player: 21% of the client’s target.