Supercell, the mobile gaming studio behind Clash of Clans and Clash Royale, ran a 60-day performance campaign on NEXUS to acquire high-quality players for its strategic mobile games. The campaign prioritized cost efficiency and retention, targeting mobile gaming enthusiasts and strategy-focused players across global markets.
Campaign Objective and Setup
The objective was to drive high-quality mobile game installs while maximizing long-term retention and reducing acquisition costs.
Over 60 days, Supercell deployed $8.4 million in ad spend, using NEXUS to reach users actively engaging with mobile strategy and RPG/MMO gaming content.
Audience Targeting Across Mobile Strategy Gamers
The campaign targeted mobile and Web3 gamers invested in long-term progression mechanics, including clan systems, competitive elements, and cooperative gameplay. Prioritizing players with demonstrated strategic engagement ensured high-quality installs with strong retention potential.
Sequential Retargeting for Sustained Engagement
Supercell implemented retargeting campaigns that guided prospects through sequential touchpoints: from initial gameplay demonstration to clan introduction, and finally to installation. This approach encouraged long-term engagement and improved Day 30 retention metrics.
Gameplay-Focused Creative Strategy
Ads highlighted strategic depth, competitive gameplay, and social mechanics, differentiating Supercell’s titles from casual mobile games. Creative variations were tested across demographics to maximize retention and player lifetime value.
Campaign Optimization
Extensive A/B testing identified high-performing messaging and gameplay content, optimizing for retention and long-term progression. Targeting adjustments and creative refinement reduced acquisition costs while maintaining high install quality.
Campaign Results
Over the 60-day campaign period, the following results were recorded:
- 1,200,000 new players acquired
- $18.50 average revenue per user
- 89.4 million impressions across gaming and mobile platforms
- 4.7% click-through rate across mobile campaigns
- 42% reduction in acquisition cost
- 34% Day 30 retention rate
These results reflect both massive scale and high-quality engagement.
Observations
The campaign demonstrated that precision audience targeting combined with gameplay-driven creatives and sequential retargeting drives both scale and retention in mobile gaming. By focusing on high-intent mobile gamers and emphasizing long-term progression mechanics, Supercell reduced acquisition costs by 42% while maintaining strong retention and lifetime value.
