MetaFighter

MetaFighter needed to build brand recognition among crypto-native gamers, grow its Telegram community, and convert engaged members into $MF token holders within a three-month window. Three obstacles defined what that required:

• Sequenced conversion goal: Token holder acquisition requires prior brand familiarity. Cold audiences cannot be converted directly to token buyers without first understanding the game's earn mechanics and competitive positioning.
• Crowded GameFi environment: The tap-to-earn and NFT gaming category was highly competitive in late 2023. MetaFighter needed to differentiate its punch-to-earn mechanic and Dextools ranking against multiple simultaneous launches targeting the same audience.
• Two distinct conversion events: Phase one required Telegram community entry. Phase two required wallet-level token purchase. Each event needed separate creative and audience treatment to convert effectively.

Google and Meta limited Web3 gaming ads, leaving general audiences unable to assess play-to-earn opportunities or respond to token purchase prompts. MetaFighter needed a platform capable of running sequential awareness and acquisition campaigns against overlapping but distinct crypto-native gaming audiences. Blockchain-Ads provided that through three capabilities:

• Blockchain Gaming User targeting: Blockchain-Ads prebuilt audiences with verified on-chain gaming activity, ensuring the campaign reached people who already understood NFT ownership and token mechanics before encountering the MetaFighter proposition.
• Web3 Gamer and Play2Earn segments: Dedicated segments captured users actively participating in play-to-earn ecosystems and seeking new gaming opportunities with token rewards.
• Sequential campaign architecture: The platform supports simultaneous and sequential brand awareness, lead generation, and token acquisition campaigns with distinct objectives and creative sets running across the same audience pool.

• Total impressions: 2M+ delivered across Southeast Asia, Eastern Europe, and Latin America.
• Total clicks: 37,121 across awareness and lead generation campaigns.
• Blended awareness CTR: 1.69% across all display placements.
• Lead generation campaign CTR: 6.43% at $0.16 CPC.
• New token holders acquired: 1,200, growing the holder base from 7,500 to 8,700+.
• Token value purchased: $758,000 across the acquisition phase.
• Acquisition CPA: $170 per new token holder.
• Acquisition ROAS: 3.7x on token purchase volume against acquisition spend.

The campaign launched across Blockchain Gaming Users, Web3 Gamers, and PC/Console and mobile gaming interest segments simultaneously. Five creative angles entered the market: 

1. a ranking and credibility angle leading with number one on Dextools and a Buy $MF CTA, 
2. a free-to-play angle positioning MetaFighter as the street fighter of blockchain with a Play MetaFighter CTA, 
3. a prize and earn angle leading with play and win $1,000 and a $1,000 monthly prize pool, 
4. an identity and hype angle leading with MetaFighter Unleashed and an NFT Fighting Game label, 
5. a token utility angle leading with P2E $MF. 

All angles ran at equal weight across segments to generate a comparable performance signal in the first two weeks.

Blockchain Gaming Users and Web3 Gamers surpassed interest-based segments in token purchase conversion. This indicates that verified on-chain activity better predicted $MF purchase intent than general gaming interest. The ranking and prize angles drove the strongest engagement among these segments. The Dextools number one positioning serves as a credibility signal for users evaluating the token's market standing. Spend consolidated behind the top-performing segment and creative combinations based on early engagement data.

This campaign ran on display advertising. See how Blockchain-Ads supports gaming advertising. Related case study: Metis.

The final phase scaled the ranking, prize, and free-to-play angles as the primary conversion drivers. The token utility and NFT fighting game creatives supported retargeting of users who had engaged with the brand but had not yet purchased $MF. In the end, the campaign closed with 1,200 new token holders acquired. This grew the MetaFighter holder base from 7,500 to 8,700+, and $758,000 in token purchase volume. All this was possible at a CPA of $170 and a 3.7x return on ad spend.