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Get Quality Players

How Gamebassadors generated 211% ROI for State of Survival

funplus logo

Industry

Gaming Publishing

Challenge

FunPlus aimed to acquire active, returning, and paying players at scale for its leading mobile titles. The objectives: grow player bases across global territories while maintaining strict performance KPIs, specifically focusing on Day 3 Return on Investment (ROI).

Results

Over two years, the campaign achieved over 120,000 purchases and attracted more than 300,000 high-value new players. With a 25% average day-one retention rate, it delivered exceptional performance, reaching a 211% ROI in 2024.

Game Title

State of Survival

funplus.com/
300.000+
High-value new players
120.000+
Purchases
221%
ROI
25%
Day 1 retention rates (avg.)

"We are very pleased with the outstanding performance of Gamebassadors, making them our top-performing partner in the channel. What sets them apart is their prompt and thoughtful response to our requests. It's impressive how they consistently address our needs with efficiency and consideration. I would confidently rate their service between 8 and 9 on a scale of 10."

Joanne Jiang

@ The FunPlus Team

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About your Customer

FunPlus is a leading global mobile game developer and publisher based in Switzerland with operations in China, Singapore, known for delivering top-tier strategy games. Titles like State of Survival, King of Avalon, Sea of Conquest, DC Dark Legion and Stormshot have cemented their reputation across a global audience. FunPlus is driven by a mission to entertain the world through immersive, high-quality gaming experiences, powered by a diverse team of creative and technical talent.

The Strategy 

We focused on the North American and European markets, particularly the United States and Germany to generate top-performing user segments to this day.

As a high-performing partner since 2022, Gamebassadors executed a high-performance user acquisition strategy, driving an effective mix of internal media resources and selected external partners.

Campaigns were optimized across video, display, and native ad formats with tailored creatives based on geographic and audience insights.

The Solution

Extensive A/B testing:
Besides native ad format and Meta, localised direct websites contributed to higher conversion rates and stronger retention metrics.
In-game behavioral signals:

ROI improvements were closely tied to timely optimization around in-game events and user behavior to inform targeting.

Unique Traffic:
Sources with strong retention and monetization played a key role in reaching players who enjoy and support the game in the long run.
Localized video assets and dynamic ad placements:
Localized creatives significantly enhanced engagement in non-English-speaking markets, and they played a key role in engaging regional audiences. 

The Results

Moving forward, Gamebassadors and FunPlus plan to expand into emerging markets and test new formats such as interactive playable ads, continuing to drive innovation and growth in user acquisition.

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