In the fiercely competitive skill-based gaming market, A23 partnered with M&C Saatchi Performance to redefine digital marketing. Starting in 2020, this collaboration evolved from mobile marketing to a strategic partnership built on shared goals and trust. Together, we’ve been innovating beyond traditional approaches, driving remarkable results for A23, and solidifying their position as market leaders.
A23 Rummy is one of India’s leading platforms for online rummy. A23 offers various formats of online rummy, including free-to-play and cash games, attracting a large user base of gaming enthusiasts.
In 2024, on the occasion of A23 Maha Mela, India’s biggest competitive skill-based online gaming tournament, M&C Saatchi Performance, and A23 worked together to create unprecedented buzz and engagement.
To make A23’s Maha Mela tournament a success, we had to:
The A23 Maha Mela campaign was faced with three key challenges:
To ensure the success of the A23 Maha Mela campaign, we identified influencer marketing as the core channel to generate buzz across India while establishing trust and credibility. We implemented a well-planned approach and strategic execution:
The influencer marketing campaign during A23’s Maha Mela tournament delivered phenomenal results, setting a new benchmark for the performance of influencer campaigns in gaming marketing.
The campaign drove a 67% increase in weekly downloads and a 54% download share on the week of the Maha Mela launch as compared to the previous week.
According to data.ai, a key highlight of the campaign’s success was the significant boost in A23’s competitive position, downloads surged from 28% to 42% relative to competitors, marking a remarkable increase within just one week of the campaign launch.
The campaign drove a 17% boost in active users, increasing player engagement for A23 Rummy.
Audience reach jumped 57.20%, considerably increasing visibility for us.
Key Opinion Leader (KOL) content saw significant growth with an 18.98% increase in viewership.
‘We’ve been working with the M&C Saatchi Performance team since 2019 to drive our platform’s growth across India. Since the very start, their team truly stood out in terms of innovative strategies to push our user acquisition in the market driving efficiency across media channels. Today, they know our offering inside out and we trust them in bringing A23 to the fingertips of users across the entire region.’
