Client: Play-to-Earn Blockchain Gaming Project
Market: Eastern Europe
Channels: Programmatic Display & Mobile Web
Primary KPI: Account Creation
The Challenge
This Play-to-Earn project operates in a space where acquisition costs can fluctuate heavily. Eastern Europe is active in crypto and gaming, but it’s also competitive and price-sensitive.
The client’s benchmark was clear: keep CPA below $50. That might sound high at first glance, but their user LTV justified it. The real challenge wasn’t just hitting the number — it was doing it consistently while scaling.
Our Approach
From the beginning, we focused on quality over volume.
Instead of spreading budget evenly across the region, we identified markets with stronger blockchain adoption and healthier registration trends. Spend was adjusted country by country, based on real conversion data — not just traffic metrics.
On the technical side, device performance made a noticeable difference. Modern Android devices and clean desktop environments outperformed older setups by a wide margin. So we leaned into what converted and filtered out what didn’t — outdated operating systems, weak browser versions, and placements that drove clicks without real intent.
Creatively, we avoided generic “earn crypto” angles. Some audiences responded better to competitive gaming messaging, others to reward mechanics or early-adopter positioning. We tested these angles in parallel and quickly shifted budget toward the combinations that were driving actual account creations.
The Two-Month Optimisation Phase
It’s important to be transparent: this wasn’t an overnight success.
It took two months of active optimization — refining geo allocation, tightening device filters, rotating creatives, and feeding conversion data back into bidding decisions.
The $38.23 CPA shown in the screenshot reflects one month’s effective CPA (eCPA) after this two-month ramp-up period. It wasn’t a short spike — it was the result of structured testing and controlled scaling.
The Results
-
$38.23 eCPA achieved (below the $50 target)
-
Performance stabilized within two months of launch
-
Scalable acquisition while maintaining cost control
Why It Worked
We stayed focused on the only metric that mattered: Account Creation cost.
By narrowing down where we spent, filtering aggressively at device level, and tailoring messaging to user motivation, we turned programmatic into a predictable acquisition channel — and delivered results comfortably below the target threshold.