Midas Merge

Wildlife Studios came to us to help create a scalable strategy to drive new user acquisition for their casual merge title, Midas Merge.

Starting with initial tests to gather knowledge and affirm which content verticals work best, we established a reliable testing framework to move from initial tests to profitable scaling.

Fortunately, having worked on performance Influencer campaigns for several games with similar core target audiences such as Match Masters and Two Dots, we had prior performance data on which content verticals, influencers, and ad creatives worked best to reach these audiences.

This gave us a solid foundation for initial tests with YouTube influencers in the True Crime, Lifestyle, Entertainment, Sims, and Pop Culture verticals. Using tracking links and an organic uplift methodology, we were able to demonstrate promising results against the CVR and ROI targets to scale Influencer Campaigns for Midas Merge further.

In subsequent campaigns, we refined the Influencer strategy further, optimising ad creatives including A/B testing non seasonal vs seasonal briefs, and in game events per campaign to measure performance.

To date, we have worked with over 60 influencers across multiple campaigns, producing over 4M+ impressions, and top performers producing over 400% ROI.

Through this strategic, data-led approach, we were able to help diversify the user acquisition mix and establish a sustainable, scalable Influencer Marketing Strategy for Midas Merge. In fact, since our initial collaborations on Midas Merge, we have helped the Wildlife Studios team test new platforms like Podcasts and expand their influencer marketing efforts to other titles too, making for a valued, long-term partnership.