Boosting Engagement and Retention

Online Game Developer Scores Big Points With Personalization

How a first-party data strategy supported by Treasure Data delivers a 65% improvement in ROAS

A leading global online game developer wanted to maximize advertising efficiency around their new title launches while establishing more direct relationships with customers. The company had amassed extensive first-party data, but wasn’t getting much value from it.

Using Treasure Data Customer Data Cloud to unify its first-party data, the gaming company has been able to identify more opportunities for DLC and offer perks at the right time to the right customer, growing its subscription base. Additionally, through sophisticated segmentation of its audiences, the game developer has been able to measure marketing performance/attribution, improving ROAS by 65%.

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THE RESULTS

Since deploying Treasure Data Customer Data Cloud, the online gaming company has achieved greater marketing efficiencies, such as:

65%

improvement in return on ad spend (ROAS)

12%

average subscription growth

100%

more data available for behavior insights

“We were ready to take our first-party data to another level and go beyond what the industry is accustomed to when releasing games. Now, we can leverage the data in new ways to gain more followers and grow our existing base.”

—Senior Analytics Manager

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The Challenge

The online gaming company has collected a lot of valuable first-party data from its users, including information from website visitors, in-game purchases, emails, and more. Unfortunately, this data was spread across more than a dozen different systems, making it hard to access and use.

The company needed a customer data platform that could provide a foundation for a trackable customer journey, including the ability to take anonymous visitors to known visitors, first-time buyers to routine buyers, and grow subscription-based accounts.

The Solution

To tap the valuable insights on user behavior, preferences, and interests within their data, the gaming company turned to Treasure Data and Leverage Lab, a strategic first-party data activation partner.

Since deploying Treasure Data Customer Data Cloud, the online gaming leader has improved its marketing efficiency by building high-value audience segments, forming lookalike audiences, suppressing and geo-targeting audiences for cross-selling, and upselling high-propensity audiences.