Midas Merge Influencer Marketing Case Study

CASE STUDY

Overview

Wildlife Studios is a leading global mobile gaming company, recognised for creating engaging games enjoyed by millions of players worldwide. With a portfolio of successful mobile titles, the company focuses on delivering accessible, entertaining gaming experiences to diverse audiences.

Media Bodies partnered with Wildlife Studios to develop and scale a performance-driven influencer marketing strategy for Midas Merge, its casual merge mobile game. Through a data-led approach combining influencer selection, creative testing, and performance optimisation, we helped diversify the game’s user acquisition mix, drive new player acquisition, and establish a sustainable influencer marketing channel.

Challenge

Wildlife Studios approached Media Bodies with the objective of establishing a scalable influencer marketing strategy capable of consistently driving profitable new user acquisition for Midas Merge.

The initial challenge was identifying the content verticals, creators, and creative formats most effective at reaching the game’s core audience while achieving the required conversion rate (CVR) and return on investment (ROI) targets.

As with any performance-driven mobile gaming campaign, moving beyond initial testing into profitable scaling required a structured approach to campaign measurement, creative optimisation, and influencer selection.

The objective was not simply to generate awareness, but to build a repeatable acquisition framework that could deliver sustainable results across multiple campaigns.

Solution

We developed a structured, performance-led influencer marketing strategy, leveraging existing gaming campaign insights and a systematic testing framework to identify opportunities for profitable scaling.

Data-driven initial testing: Building on performance data from comparable mobile games, including Match Masters and Two Dots, we established a strong foundation for identifying relevant creators and content verticals.

Strategic YouTube influencer selection: Initial campaigns activated creators across True Crime, Lifestyle, Entertainment, Sims, and Pop Culture, testing their effectiveness in reaching Midas Merge’s target audience.

Performance tracking and attribution: We implemented tracking links and an organic uplift methodology to evaluate campaign performance against CVR and ROI objectives, identifying promising opportunities for further investment.

Creative optimisation and A/B testing: In subsequent campaigns, we refined influencer briefs and tested seasonal versus non-seasonal creative approaches, alongside different in-game events, to measure performance and identify the most effective messaging.

Scalable campaign execution: Through continuous testing, optimisation, and performance analysis, we developed a reliable framework for scaling influencer campaigns while maintaining a focus on profitability.

Long-term strategic partnership: Following the success of Midas Merge campaigns, we expanded our collaboration with Wildlife Studios, helping test additional platforms such as Podcasts and supporting influencer marketing initiatives across other titles.

Results

Through a strategic, data-led approach, Media Bodies helped Wildlife Studios establish a sustainable and scalable influencer marketing channel for Midas Merge, supporting user acquisition diversification and profitable campaign growth.

Over 60 influencers activated across multiple campaigns

More than 4 million impressions generated

Top-performing influencers delivering over 400% ROI

Successful identification of high-performing content verticals and creative formats

Across multiple campaigns, Media Bodies activated over 60 influencers, generating more than 4 million impressions, with top-performing creators delivering over 400% ROI.

Through continuous testing and optimisation, we successfully identified the most effective content verticals and creative formats, establishing a structured framework for profitable campaign scaling.

This approach helped diversify Wildlife Studios’ user acquisition mix through influencer marketing, while expanding our collaboration into additional platforms, including Podcasts and supporting influencer campaigns for other Wildlife Studios titles.

Influencers Activated

4M+

Impressions Generated

400%+

ROI Delivered