Tested channels against agreed targets
We ran an initial test across candidate channels, with performance thresholds agreed before launch. This gave us a consistent basis for deciding where to continue spending.
Majjam
Finding the right paid channels for a closed alpha playtest
The brief
Majjam is a multiplayer game from Opus Major. Ahead of its closed alpha, the team needed to attract registrations before a fixed playtest date, without previous campaign data for the launch.
Our role was to test paid channels, focus the budget on those delivering signups, and measure how many people went on to play.
What we did
Focused the budget
As results came in, we paused channels that missed those thresholds and moved most of the budget to the strongest performer.
Adjusted spending by market
Costs varied between markets, even with the same creative. We increased spending where registrations cost less and capped spending in more expensive markets.
Refreshed creative each week
We tested opening hooks, sound and captions, replacing weaker ads as new results came in.
Tracked participation after signup
We checked registrations against playtest participation to understand which channels brought in people who actually played.
The outcome
A clear lead channel emerged, generating most of the campaign’s registrations and receiving the largest share of the budget.
The campaign also gave the team evidence to guide future spending: which markets and creative approaches delivered lower signup costs, alongside a view of what happened after registration.
MeasureLift · Paid media and measurement