PC gamers acquired on mobile.
$0.37 per Steam page visit.
How Adzap acquired Steam PC gamers for Might & Magic Fates using mobile advertising — expanding to 9 markets in 43 days with ground-truth Steam-side measurement at every step.
The game & campaign objective
Might & Magic Fates is Ubisoft's strategic card-battle RPG for PC on Steam. With a strong launch wishlist and no native Steam performance UA channel, the mandate was to prove that mobile advertising could efficiently acquire PC gamers — and expand internationally without sacrificing cost efficiency.
Steam has no performance UA channel. The only way to reach PC gamers at scale is to find them somewhere else — and Adzap's proprietary targeting makes mobile advertising that place. The ad runs on mobile, but the conversion happens on Steam.
The challenge
The game launched with a strong organic spike that would naturally decay. Any paid UA had to demonstrably outperform the organic baseline — simply maintaining absolute user counts was not enough. Incrementality was the bar.
Acquire Steam PC gamers via mobile advertising at a defensible cost per Steam install. Prove the channel in English-speaking markets first, then expand. No blended metrics, no vanity numbers.
The game launched with a strong organic spike that would naturally decay. Any paid UA had to demonstrably outperform organic baseline — simply maintaining absolute user counts was not enough. Incrementality was the bar.
Our approach
A phased expansion strategy built on Adzap's proprietary PC gamer targeting, alongside Ubisoft's efforts: reach Steam players through mobile advertising, measure Steam-side conversion with ground-truth data. Performance at every step earned the license to expand.
The Steam pixel tracked the full funnel: mobile ad click → Steam page visit → Steam install — ground-truth data at every step, no proxies or modeled attribution.
Campaigns launched across English-speaking markets. Organic decay was −38% across unmanaged markets during this window; Adzap's campaigns delivered +926 incremental Steam installs above that baseline.
Budget reallocated from underperforming markets to the stronger EU opportunity. Poland emerged immediately as best incremental CPA of all markets tested. −25% CPA improvement phase-over-phase.
A second acquisition channel was activated, providing a complementary audience layer and validating the approach across inventory sources. Brazil opened, confirming the lowest CPR in the mix.
The results
Across 43 days and 9 markets, Adzap proved that mobile advertising can efficiently acquire Steam PC gamers.
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