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Players’ Lounge – Official Facebook Case Study
Eyes on the prize: Scaling UA exponentially by leaning into new Facebook features
Players’ Lounge wanted a way to scale up its Facebook campaigns to reach and attract more gamers while simultaneously keeping campaign costs steady.
"Advertising on Facebook allowed us to scale our player acquisition efforts dramatically. Facebook’s campaign budget optimization feature let us scale spending among an incredible diversity of audiences while keeping our costs stable. We unlocked some massive scale in the last few months thanks to Facebook’s ad products―supported by the aggressive creative ideation, testing and iteration by our agency RocketShip HQ."
Zach Dixon Co-Founder at Players’ Lounge
Co-Founder at Players’ Lounge
Players’ Lounge wanted to understand the bottom-line impact of scaling budgets across audience sets, so it decided to test Facebook’s campaign budget optimization feature. The advantage of using campaign budget optimization is that it allows Facebook to automatically distribute the budget across the best-performing ad sets in real time.
The team started this test by using the feature with just two lookalike audiences based on its highest-value current players. Then, as the company began to see strong cost-per-purchase data, it added more lookalike audiences to target ads to people similar to those who had recently visited the brand’s website, made purchases, or had liked Players’ Lounge on Facebook and Instagram.
Players’ Lounge and its agency, RocketShip HQ, built and ran a variety of video and photo ads, all of which were designed specifically for viewing on mobile devices. The team followed best practices for mobile-first creative by keeping the runtime under fifteen seconds, including prominent branding and using text overlays that made the videos understandable even with the sound off. It also used dynamic creative, which let Facebook’s algorithm automatically choose the best performing headlines and messaging for each ad.
The videos showcased the fast-paced nature of the Players’ Lounge product, and featured snippets from the football-themed Madden game or the basketball-themed NBA2K game. An example of messaging is “We see a win in your future, do you?” All ads included a “Learn More” button that linked to the tournament pages of individual games on the Players’ Lounge website.
Players’ Lounge used the automatic placements feature to deliver the ads across all of Facebook’s apps and services, based on which were most likely to drive campaign results at the lowest cost.
With this test campaign, Players’ Lounge saw beneficial performance across a broad range of audiences. As a result, the platform has decided to adopt campaign budget optimization in future campaigns so that it can continue to reach more people while distributing its ad spend in a cost-effective way among audiences.
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