The video game industry is constantly seeking new and effective promotional strategies. Recently, a well-known gaming company faced the challenge of announcing updates for their PC game in the Turkish market. Conventional traffic sources had already been tapped into by their in-house team.

Therefore, by turning to Opera GX, a browser tailored for gamers, our team found a unique solution that not only met but significantly exceeded the client’s promotional goals. This case study explores the strategy employed and the impressive results achieved.

Objective

The main goals of the campaign were:

• Increase the number of clicks on buttons redirecting to game stores (Steam, PlayStation, EpicGames, Xbox)
• Enhance brand awareness
• Test new traffic sources and gather data

Strategy

Given the client’s existing focus on traditional channels, our decision to incorporate Opera GX into our strategy was driven by its unique appeal to a highly engaged gaming demographic.

Opera GX, the world’s pioneering browser designed specifically for gamers, boasts a robust user base of 24 million worldwide. It features a gaming-centric interface with extensive customization options and performance-enhancing tools like CPU, RAM, and network limiter, tailored for seamless integration with platforms such as Discord and Twitch.

The GX Corner, a central hub for gaming content within the browser, attracts 16 million monthly active users and delivers 23 million daily impressions. Opera GX’s promotional formats consistently achieve substantial daily impressions and high clickthrough rates, ensuring impactful visibility and engagement within the gaming community.

The campaign planning included several promotional formats:

• Speed Dials for a month: the primary format for steady traffic attraction
• Masthead for three days: to maximize the update announcement
• GX Corner banner for five days: to test an additional format

Ad placements

Forecasts and risks

The campaign forecasts were as follows:

• The conversion rate of clicks to one of the game stores: 30%
• Cost-per-click (CPC): $0.50

The campaign launch involved some risks. These risks included the possibility of the cost-per-action (CPA) being higher than expected. The main reasons for this were using a new traffic source, some ad formats reaching a wider audience, and limited time for campaign optimization. Therefore, the campaign was divided into several stages with a set duration, allowing for flexible strategy management and phased result analysis.

Campaign launch

Launching a campaign through Opera GX involves coordination with an Opera GX manager. A month before the launch, we finalized the date and placement. We submitted all advertising materials, including banners, videos, and launch details with UTM links, seven days prior. At the reserved time, the ads went live.

We utilized GA4 and Gamesight for comprehensive analytics, while Opera GX provided data on campaign launches and views.

Results overview

The marketing campaign achieved exceptional results by effectively engaging target audiences and driving conversions. Our performance surpassed initial projections, with conversion costs decreasing to less than a fifth of the anticipated amount, thereby exceeding industry benchmarks in Turkey. The precision of our targeting allowed us to effectively reach the gaming demographic.

Campaign performance overview

The campaign performed much better than expected. It achieved a cost-per-acquisition (CPA) of $0.27, which is 84% lower than the planned $1.67. It also generated 24,265 conversions, surpassing the planned 3,900 by 520%. Furthermore, the cost-per-click (CPC) decreased by 72% from the projected $0.50 to $0.14, showing that the campaign strategy was highly efficient and effective.

Given these outstanding outcomes, using Opera GX to promote gaming products is not just recommended, it’s essential in today’s competitive landscape.

Takeaways

While delving into Opera GX, we found that it has great potential as a powerful tool for promoting PC games. Its unique community dynamics and untapped potential make it an attractive platform for fostering innovation. We recommend taking a nuanced approach by embracing experimentation and diversifying strategies to maximize effectiveness and adaptability.