Pirates of Procyon - Digital Advertising

Pirates of Procyon is a retro sci-fi text-based RPG developed by Snake Head Studios, letting players discover missions, hunt for treasures, and battle others in PVP across web and mobile platforms.

About the project

Pirates of Procyon needed a phased campaign strategy to grow their active player base — first on the browser game, then transitioning into a full mobile app launch. The goal was to attract highly engaged gamers across Canada, the UK, and the USA, convert them into active players, and build a strong first-party data foundation to fuel the mobile launch and sustain long-term growth.

Date:

Apr 15, 2022

Client:

Snake Head Studios

Services:

Digital Ads

Project Details

Web Game Launch: Built targeted campaigns aimed at gamers with an affinity for text-based MMORPGs such as Mafia Wars and Pirate Clan, delivered across Canada, UK, and the USA — with the USA further segmented into Southern, Northern, West, and Midwest regions for more precise targeting and budget allocation

Mobile App Launch: Implemented a remarketing and new user acquisition strategy leveraging cross-media placements and lookalike audiences built from first-party data, with 90% of budget allocated to Facebook and Instagram and 5% directed toward Google Discover Ads

Developed A/B testing frameworks across creatives and audiences to continuously refine messaging and improve campaign performance throughout the launch period

Built and activated lookalike audiences from existing player data to scale app installs efficiently while maintaining audience quality and relevance

Post-Launch: Ran sustainable evergreen campaigns to maintain a consistent flow of new player acquisitions and keep the game discoverable to new audiences over time

"Ashlesha is an asset to any ad campaign. She is very knowledgeable, easy to work with and will help your business grow in the right direction."

C.Ferguson

Founder, SHG Studios

Results

3.7M Impressions: Across Facebook & Google placements, reaching over 1.5M unique audience.

4.84% CTR: Unique click-through rate acquired through web & mobile app campaigns generating 73K clicks.

31.60% Highest Conversion: App installs generated through lookalike audiences, building a strong and scalable data foundation.

$3.73 Lowest CPA: Campaigns generated a CPA within the benchmark of $12 delivering a strong performance.