World of Game Poland — board game store in Poland
Project: promotion of an online board game store
Our team was approached by a client with an online store specializing in board games for children and adults. The main goal was to increase sales through social media while maintaining an optimal advertising budget.
The board game niche is competitive, with dozens of online and local retailers operating simultaneously. It was important to not only attract the attention of gamers and families, but also to keep them interested with a quality sales funnel.
Project issues
High competition — popular games are sold in many stores.
Limited budget at the start of the advertising campaign.
Wide target audience: children, teenagers, adults, parents, groups of friends.
The need to create creatives that stand out among standard advertising.
Our actions and targeting strategy
1. Defining the target audience
We segmented the audience according to the following criteria:
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parents of children aged 7–15;
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teenagers and young people interested in board games;
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adults who buy games for parties and corporate events.
2. Creating advertising creatives
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Video game reviews were used to demonstrate the gameplay.
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Bright banners with players' emotions were created.
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The texts emphasize family leisure and lively communication.
3. Using lead generation tools
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Lead Ads forms on Facebook and Instagram.
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Stories with polls and CTAs (“Want to try a new game?”).
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Contests and game draws to attract new subscribers.
4. Campaign optimization
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Excluding non-target audiences.
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A/B testing of creatives and offers.
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Scaling your budget after identifying the most effective audience + ad relationships.
Advertising campaign results
CTR: 7.5% on average, thanks to well-targeted creatives.
Conversion: 62% increase in sales in the first two months.
Lead generation: over 1,200 applications via social media.
ROI: every UAH 1 invested in advertising brought UAH 3.9 in profit.
Conclusions: Why targeting is effective for board games
Targeted advertising allowed the online board game store to reach a new audience, increase brand awareness, and significantly increase the number of orders.
Key success factors:
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correct audience segmentation;
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use of video content and interactivity;
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budget optimization based on analytics.
The advertising campaign proved that even in a competitive niche, you can get a stable flow of customers if you use competent targeting and lead generation.
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
Targeted advertising for a board game store
Targeted advertising for a board game store turns a social media page into a stable source of sales, not just a gallery of beautiful box photos. The board game audience is emotional, loyal, and ready to return again and again, but first they need to see the store where they can find their favorite games. The task was to set up targeted advertising for a board game store so that the feed would contain the exact offers: family games for the weekend, company parties, strategic hits, cooperatives, children's boards. Instagram and Facebook campaigns were built around simple, clear messages, live photos of tables with parties, and an emphasis on the emotions of shared leisure. As a result, targeted board game advertising began to bring not random likes, but people who actually add boxes to the cart.
The board game niche and the starting conditions for targeted advertising
The board game niche is very competitive: there are large chains, online stores, hobby clubs, and numerous communities. Players read reviews, watch letsplays, and consult with friends, so a simple banner “buy board games” no longer works. At the start, targeted advertising for a board game store almost did not use the potential of segmentation: impressions were directed to a wide audience, and most of the budget was spent on people who have not played for a long time or are looking for something completely different. Social networks were designed, but they acted more as a showcase than as a managed lead generation channel. Therefore, the board game targeting strategy was built from scratch: separate segments of players were identified, hypotheses were collected regarding interests and leisure format, and a base was prepared for testing various “audience plus creative” connections.
Targeting challenges for a board game store and community
Promoting board games through targeting has its own unique challenges. The audience is very diverse: experienced geeks, families with children, groups of friends, people who are just discovering board games. One and the same set will not suit everyone, and universal creatives give either expensive clicks or random conversions. If targeted board game advertising shows only popular hits without context, users are often left in the "watch later" mode. Therefore, it was important to segment campaigns: separately for family games, party games, children's games, strategies, cooperative games. An additional challenge was to balance sales and community formation so that targeted advertising for a board game store would simultaneously bring in applications and strengthen brand loyalty.
Targeted board game advertising strategy on Facebook and Instagram
The strategy was built on several levels. The first was conversion campaigns with a direct transition to the best-selling cards and selections of the format "games for two", "parties with friends", "tabletops for children". The second was engagement and warm-up: posts with short reviews, game comparisons, tips on how to choose the first tabletop or game as a gift. Each group of ads received its own set of audiences: gamers, parents, subscribers to thematic pages, visitors to review sites. Targeted advertising for tabletop games was tested in packages: creatives, texts, offers were changed, expensive and ineffective links were disabled. Retargeting was separately set up for those who added products to the cart, viewed selections, but did not complete the purchase, in order to remind about the tables with personal offers.
Creatives, the emotion of playing together and working with offers in advertising
The key role was played by creatives that sold not the box, but the emotion. In the photo and video - a company of friends at the table, laughter, dice rolls, family evenings with children, emphasis on communication, and not only on the rules. The texts were built around scenarios: "what to play on Friday night", "which board game to give for a birthday", "a game that definitely does not hang on the shelf". Targeted advertising of a board game store used special offers: discounts on sets, combos of several games, free shipping from a certain amount. The arguments changed for different segments: for geeks - mechanics and complexity, for beginners - an easy start and a quick explanation of the rules. This approach made the targeting of board games lively and relevant for each group.
Targeting results and further potential of the board game store
After several waves of optimization, targeted advertising for board games has achieved stable performance: the cost per click has decreased, the share of conversions ending in adding to cart has increased, and retargeting has begun to return a significant part of those who previously hesitated. The store received a predictable flow of orders from social networks, as well as a noticeable increase in brand recognition among the local community of players. Content in profiles has become a logical continuation of advertising: reviews of new products, live photos from games, customer reviews. The next steps in development are scaling targeting to new cities, launching separate campaigns for seasonal hits and gift sets, and testing short videos with rules. With this approach, targeted advertising for a board game store remains a long-term growth tool.