Case Study: Infinite Worlds

The Background

Infinite Worlds is a unique choose-your-own adventure game that uses a large language model to generate consistent and appealing stories on the fly. Players can be anyone they want, in any story they want; they can either select from predefined characters and worlds, or they can create their own from scratch.

Friendly Fox Games realised the title had potential, but had struggled to gain the attention of the gaming world outside of niche early adopters. With prior efforts to capture the media’s attention having failed, we proposed a year-long digital advertising strategy to make the most of the game’s potential.

The Project

We started by analysing existing data in the game and its previous campaigns. We also ran player questionnaires to understand more about them: who are they, how did they find Infinite Worlds, what appealed to them about it, and what their favourite things are about the game.

One of the challenges identified was potential players not fully understanding the nature of Infinite Worlds when they first discovered it. For this reason, we devised and produced a trailer that doubled up as a video ad. Eschewing in-game footage for a more exciting custom-animated approach, we ensured the trailer made clear the USPs of the game and how players interact with it.

Based on our market research, we identified a suitable advertising strategy. Over the course of a year, we developed, A/B tested and continually optimised a number of different digital ad strategies targeting both user acquisition and in-game purchase actions. Having tested multiple platforms, we identified Reddit as consistently high-performing. We redoubled our efforts on this one platform, continually updating our targeting, creative, copy, and calls-to-action – while also running seasonal events to give the campaign an extra boost.

Through ongoing communications with the client, we identified moments when there was a strong business case for increased spend that was likely to yield a strong return on investment.

The Outcomes

From its humble beginnings, Infinite Worlds exploded during the course of our campaign. By the end of our year working with Friendly Fox Games, the game had been seen by millions of potential players and the game had generated a substantial profit.

Via a carefully optimised approach to our advertising, we were able to achieve an average 375% return-on-ad-spend over the course of the year – with over a quarter of a million players entering the app via our ads, and 31,000 in-app purchases directly attributable to our campaign.

We also spent time optimising, refining and stabilising the campaign so that it could be handed back over to the client for internal maintenance at the end of our engagement. Infinite Worlds continues to perform consistently in the F2P adventure game space.

CONTACT

Game If You Are Ltd
PlusX Innovation Hub
Lewes Road
Brighton
BN2 4GL

hello@gameifyouare.com

PARTNERSHIPS

Game If You Are is a founding partner of Safe In Our World – promoting best practices in wellbeing and mental health support in the workplace.

To find our more about Safe In Our World, visit their website at safeinourworld.com

THE LEGAL BITS

Game If You Are Ltd is a company registered in England and Wales, under company number 10708619. Our VAT number is (GB)293022224.

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