ROAS 4x: How Gameloft's Creator Campaign Actually Worked
A breakdown of the campaign strategy, creator selection logic, and performance data behind one of Gameloft's strongest influencer-driven months in two years.
The Brief
Gameloft came to Xercus® with three mobile titles running simultaneously and one campaign window to make them all matter. The goal wasn't brand awareness. It was installs — measurable, trackable, attributable installs across three different player profiles in six different markets.
The instinct for most agencies would be to find the biggest mobile gaming channels available and split the budget three ways. We didn't do that.
The Strategy
We segmented the campaign by title before we touched a single creator name. Each game had a distinct player type — casual lifestyle gamers, competitive mobile players, and sim enthusiasts. Those three audiences don't overlap cleanly, and they don't share creators.
We built three separate creator shortlists using Modash audience data, filtering not just by follower count but by audience demographics, device usage, and regional market alignment. Every creator on every shortlist had documented relevance to that specific title's player profile.
The Creator Selection
28 creators were activated in total — split unevenly across the three titles based on audience size and campaign priority. We deliberately chose mid-tier creators over mega-influencers for two of the three titles. The reasoning was simple: the mid-tier creators had tighter audience relationships and higher comment engagement rates. Their audiences were more likely to act on a recommendation than a mega-creator's passive viewership.
Every creator was briefed with clear talking points but given significant creative freedom. We've learned that over-scripted content consistently underperforms authentic content in the gaming space. The community knows the difference immediately.
The Numbers
Total campaign reach: 180M impressions. Install performance across all three titles combined made it Gameloft's strongest influencer-driven month since 2022. ROAS hit 4x by the end of the campaign window — exceeding client projections by 60%.
What Made It Work Three things: audience-first creator selection, creative freedom within a clear brief, and real-time budget reallocation based on which creators were outperforming mid-campaign. We shifted spend toward the top-performing creators in week two rather than letting underperformers run their full allocation. That decision alone accounted for a significant portion of the final ROAS.
