Case: Gameloft achieved a CTR of 9% by introducing non-standard advertising

Gameloft approached the promotion of the film in an unusual way. The company did not use a standard banner or video, but a mini-game – a car arcade in which the player had to get to the finish line in 40 seconds, using bonuses on the track and avoiding collisions with other cars.

“The mini-game was designed in the style of a movie: the loading screen – with a poster “Carrier”, the player’s car – a black Audi, as in the movie, the task is to escape from the chase. At the end of the race, we offered to go to the advertiser’s website and learn more about the film, read the description and watch the trailer,” says Ilya Kazakov, Gameloft PR manager in Russia.

For completing the route, users received the currency of one of those games in which they interacted with advertising.

The results of the campaign were as follows: more than 80% completed the mini-game to the end and 14% of those who played clicked “play again”. 9% of those who saw the banner started interacting with the brand through a mini-game. The percentage of those who eventually went to the advertiser’s website after the game is almost 2%.

“At the same time, in general, the average CTR for banners in mobile is about 0.5% (and this is an optimistic forecast!), in our games – more than 1% due to the relevance of the audience,” Kazakov said.

However, he notes that without targeting, the company, of course, would not have achieved such results: “We showed the “Carrier” to fans of action and action movies and received an excellent response. If we did this in children’s games, the effectiveness of the campaign would be disproportionately lower. The formula turns out to be simple: high CTR = relevant audience + unusual format of relevant and interesting creatives.”

Ilya also stated that out of the 170 million MAU of Gameloft, Russia accounts for 6-7 million.