Client
Duration
Jun 25, 2025
#
Branding
Making a mobile legend impossible to scroll past
A multi-creator influencer campaign that drove Gameloft's highest mobile install month in two years across three titles simultaneously.
About the campaign
Gameloft has two decades of mobile gaming history. What they needed was a campaign that made their current titles feel unmissable to a new generation of players.
Gameloft approached Xercus® with a multi-title brief — three games, three audiences, one coordinated campaign window. The challenge wasn't budget or creative direction. It was precision. Each title required a completely different creator profile, a different platform focus, and a different community tone. Xercus® built three parallel creator strategies under one campaign roof, ensuring no audience overlap and no message dilution.
Challanges
Running three simultaneous creator campaigns without cannibilising audience attention or budget required surgical planning.
The mobile gaming space is saturated. Players are bombarded with sponsored content daily and have developed a sharp instinct for inauthenticity. Gameloft needed creators who could present each title as a genuine recommendation — not a paid placement. We also had to coordinate launch timing across creators in six different markets to ensure maximum simultaneous impact without overlap fatigue.
Summary
Gameloft's highest install month in two years. Three titles. Six markets. One Xercus® campaign.
Xercus® activated 28 creators across YouTube, TikTok, and Instagram — segmented by title, audience type, and regional market. Performance data pulled via Modash and Tagger confirmed above-benchmark engagement across every creator in the roster. Total campaign reach hit 180M impressions. Install numbers across all three titles combined made it Gameloft's strongest influencer-driven month since 2022. Daniel Cray called it the cleanest multi-title execution he'd seen from any agency.
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