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Dappery x Faraway

Faraway is a leading game developer building player driven universes. The team raised more than $30 million to scale its Solana-based FPS Mini Royale: Nations, which has already hit an impressive 2M+ lifetime players. As part of their launch, MRN did a large-scale NFT drop to the community. Dappery supported their efforts by testing international acquisition strategies. 

01

Project Goals

For their launch MRN planned a large-scale NFT drop to the community, leveraging the Magic Eden marketplace, and their own site:

  • Dec 6th - 2,500 NFT's via Magic Eden

  • Dec 9th - 7,500 NFT's via gm.miniroyale.io

Dappery's goals were two-fold:​

  1. Build a replicable model for acquiring new users. 

  2. Support MRN's efforts to ensure the NFT drop was successful. 

02

Research / Insights

We kicked off the project by running an audit of MRN's current traffic to better profile the types of users engaging with the game.

In comparing the data and speaking with the Faraway team it was clear that targeting international players in less competitive markets, could be a huge driver of success, due to three primary factors:

  1. For MRN to be successful it's important that the majority of new users play the game, not purely join their community as speculators (common in competing projects). These types of players, that we define as 'grinders', were most often based internationally where the relative monetary reward for playing is higher.

  2. Because MRN is browser based and does not require a high-end graphics card, all countries can play.

  3. Adoption regardless of region has been shown to create positive network effects. More users, clans, community interactions, and sharing drove higher rankings and engagement, leading to organic acquisition across all regions.

Hypothesis: 

Onboarding users in less competitive markets (with high gaming IQ & blockchain IQ), may be a more effective strategy for MRN to gather users.​

Test region / audience:

The next step, was to determine the test region. We built a list of criteria, and a model to calculate / weight the desired attributes. Key attributes included existing usage, device type, preferred wallet (phantom), english proficiency, average CPA's, broadband connectivity, analogous success stories in the region. 

 

The outcome was a sub-segment of users based in the Philippines: 

  • Male (based on data insights from competitors).

  • Target device: Desktop. Ensuring compatibility with browser based games. 

  • Primary affinity audience: Gamers or crypto enthusiasts ages 18-35.

  • Secondary audience: Lookalike audience of users in primary audience that interact with content.

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03

Execution Structure

Now, that we had PH as the target region, we wanted to understand the most cost effective ways to educate new on the game. This would include testing channels, messaging, and user flows. 

We broke this up into three distinct A/B tests: 

1. PPC objectives across the two most popular platforms in the region (Google / FB).

2. Multiple forms of creative pushing two distinct messaging themes:

  • P2E narrative

  • Gameplay narrative

3. Two user flow models:

  • Model 1: Driving users directly to game through testing content variants via PPC. 

  • Model 2: Driving users to a community to educate users (via same content variants). 

    • Discord server (current)

    • FB group*

*While, there was an existing active Discord group for MRN, initial surveys aimed at the target demographic indicated that FB groups, were the community platform of choice for this demographic. We decided to include this as part of the test. 

04

Results / Takeaways

MRN was able to sell out their NFT collection (10,000 units)!

Additional insights:

  1. We were able to prove that driving users to FB group directly from our tests was the cheapest uptake method for this audience (we built a 1,000+ members group in the process).

    1. The average CPA for these users came in at $0.11, compared to $0.19, for users in method 1 (traffic directly to the site). 

  2. Play to earn messaging led to a higher uptake rate than comparable 'gameplay messaging'. 

  3. Indicators show that this model could be adapted / replicated across several other countries.

We were not able to track NFT sales end to end via the campaign we ran (due to third party marketplace / data sensitivity). We were able to make inferences based on campaign reach and interactions that the campaign had a supportive impact. 

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