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Microsoft/FOTA Case Study

FOTA (Fight for the Ages) is a hybrid MOBA-RPG game developed in Singapore. Set in a fantasy world with diverse races, FOTA leverages NFT technology so players can own valuable digital assets in-game. Microsoft acquired this play-to-earn game and rebuilt the platform to explore the Metaverse. Within 30 days of launch, FOTA increased new customer acquisitions and expanded globally into America and Europe. 

Insights, STRATEGY & TACTICS

The Facts

Consumers were over 89% more likely to visit the portal and download FOTA after seeing an out-of-home ad than those unexposed to the ad. FOTA contracted ad space in Times Square, NASDAQ for 4 weeks, delivering 1.5 million impressions. 


SOURCE: REVEAL MOBILE, COOKIES, INC. 

SOURCE: GEOPATH 

Measurement

Through our partnership with Reveal Mobile, the out-of-home assets in the campaign were geofenced, and the mobile IDs of consumers who passed through the geofences were recorded. 

Methodology

Using a control vs. exposed methodology, the study aimed to measure two things:


  • Whether visits to the download portal increased for both groups from before the campaign to after it.
  • Whether the increase in visits was significantly higher for the exposed group versus the control area.

MICROSOFT/FOTA Campaign Video

DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS.  WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.   

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