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Futureplay's Build Away! organic downloads up 110% from Matchmade influencer campaigns

A pretty impressive case study

Futureplay's Build Away! organic downloads up 110% from Matchmade influencer campaigns

Futureplay's most recent game Build Away!has seen a 110% increase in organic downloads following an influencer campaign with Helsinki-based firm Matchmade.

As explained in its blog post, Matchmade uses an algorithm to determine which influencers to target when running a campaign for a game. It takes into account titles already covered by the influencer, and the audience they attract.

For Build Away!, over 40 YouTubers were selected by the algorithm to advertise the game. From these, Futureplay chose the ones most likely to generate big numbers while remaining within budget.

A whole lot of downloads

The chosen YouTubers made videos that reached a total of 4.3 million subscribers and accrued 730,000 views between them. This then translated into over 42,000 downloads and a D1 retention average of 70%.

Build Away! is Futureplay's second title, following on from the success of its first game Farm Away!. The developer raised $2.5 million back in August 2016 to increase its production capabilities for its view-to-play titles.


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Ric is the Editor of PocketGamer.biz, having started out as a Staff Writer on the site back in 2015. He received an honourable mention in both the MCV and Develop 30 Under 30 lists in 2016 and refuses to let anyone forget about it.

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