Nexters, an international game development company dedicated to bringing the joy of gaming to players on mobile and desktop, aimed to launch a campaign on X to attract relevant users and motivate them to explore the Hero Wars: Dominion Era browser game.

The primary objective was to engage pertinent users and inspire them to delve into the Hero Wars: Dominion Era realm. The overarching aim was to increase the number of users who would engage as dedicated gamers on the platform.

The target audience for this campaign was specifically defined as users who met the following criteria:

- Desktop-exclusive gamers: Individuals who consistently seek out desktop games, as it's their preferred format.

- RPG enthusiasts: Users captivated by immersive gaming experiences and proficient at utilizing acquired boosters effectively.

Nexters partnered with Aleph to implement the Desktop only campaigns, adopting a hands-on management approach where the Nexters and Aleph teams tested several hypotheses. Two main campaigns were pivotal:

- Conversion - Sales Campaign: The objective was to enhance cost-effective outcomes tied to website purchases, ensuring the maintenance of essential ROAS metrics and achieving desirable purchase levels. Testing various event optimizations produced favorable outcomes, allowing Nexters to acquire users more inclined to remain engaged and invest further in enhancing their in-game results.

- Language Optimization: This campaign emphasized targeting users who exclusively speak certain languages with tailored creatives. By employing this approach, the campaign achieved contextual relevance and effectively improved performance in terms of cost efficiency and Return on Ad Spend. 

Return On Ad Spend (ROAS) soared by 58% compared to the initially established KPI, indicating that Nexters surpassed their initial expectations on X by a significant margin. Budgets expanded by a staggering 10 times (X10) compared to the previous quarter, driven by X's ability to solve internal product issues and the relevance of the X Gaming vertical.

With these exceptional results, Nexters confidently explored new hypotheses and optimization strategies, uncovering additional setups that further enhanced performance. This process provided invaluable insights into what strategies effectively work for this Gaming client and what don't.