How SBC Helped Launch a Mobile Shooter and Generate 120k Pre‑Launch Signups
A mobile game publisher came to SBC to help launch a competitive shooter in Tier‑1 markets without letting acquisition costs explode.
22%
lower CPI vs benchmark
20K
pre‑launch signups
300%
install surge at launch
Overview
The client is a mobile game publisher launching a competitive multiplayer shooter. The game includes squad combat, weapon customization, and fast-paced multiplayer matches.
The goal was to attract experienced shooter players in Tier-1 markets while creating excitement before launch. A strong launch moment was critical to drive installs quickly and build early momentum.
Challenge
The initial marketing relied on standard gameplay trailers. These videos showed the mechanics but failed to capture the intensity of the game. As a result, early campaign signals were weak.
Warning signs appeared quickly - the data made it clear the current approach wasn’t landing with the right players. If we didn’t correct course fast, we’d go into launch week with weak momentum and rising acquisition costs:
CTR was lower than expected
CPI projections were too high
Pre‑launch interest was limited
Without stronger engagement, the launch would depend entirely on paid advertising. This would make scaling extremely expensive in Tier‑1 markets.
What We Did
AI‑Powered Cinematic Creatives
AI tools were used to produce cinematic trailers showing weapons, maps, and squad combat. This created premium pre‑launch content that immediately grabbed attention.
Community‑Led Engagement
We launched a TikTok challenge built around a “last one alive” survival format. Influencers participated and AI avatars delivered live gameplay commentary.
Strategic Hype Building
Discord access, exclusive drops, and early‑access codes rewarded early fans and built anticipation before launch.
Results
lower CPI vs Tier‑1 benchmark
pre‑launch signups
higher installs than forecast on launch day
After launch, the publisher scaled monthly ad spend from $500k to $1.5M while maintaining efficient acquisition costs.
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