Case, skin and trade site for the game CS2
The goal of the advertising campaign
The main task was to attract new users to register on the platform, where you can open cases, exchange skins, and win items in the game Counter-Strike 2. The key business goal is to receive the first deposit after registering on the site.
Actions implemented by the "Necessary People" team
1. Launching advertising in a “gray” niche
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Used purchased Meta accounts to avoid blocks.
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Advertising is configured taking into account policies and possible restrictions.
2. Cloaking and campaign protection
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Cloaking was applied so that moderators saw a "white" site (an entertainment blog), while real users went to a commercial resource.
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This allowed it to pass moderation without being blocked.
3. Creatives and texts
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8+ banner creatives and 3 videos created.
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The texts are adapted to the algorithms using anti-defect words that are not blocked by the system.
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The visuals had an entertaining style with an emphasis on emotion rather than direct references to money or gambling.
4. Geotargeting and audiences
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Geo: Poland, Ukraine, Romania, Bulgaria, Moldova, Greece.
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Languages: English + regional.
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Main target audience: gamers aged 16–30 who are interested in CS, Steam, trading, and inventory.
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Used bypass interests: "esports", "gaming platforms".
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Retargeting has been launched for those who started registration but did not complete it.
Advertising campaign results
30+ applications in the first 5 days.
6,000+ unique website visits.
Conversion to registration — 11%.
The CTR of the best creatives is 3.9%.
No account blocking during the entire campaign.
Stable campaign operation for a month with a budget of $900/month.
Targeting strategy and planning
We started with narrow segments of gamers interested in esports and inventory. To avoid blocks, the wording in the creatives was as neutral as possible.
The combination that worked best was:
video + banner offer,
retargeting to those who submitted an application but did not complete registration.
Tips for further improving results
Test referral bonuses as part of your creative.
Add a lead capture page with a bonus code before the main redirect to the site. This will increase conversion and reduce risks for the advertising account.
Conclusions
Advertising in "gray" topics is possible and can be highly effective if cloaking, segmentation, and creatives are properly configured.
The case shows: even in difficult niches, you can consistently attract new users and make a profit without blocking advertising accounts.
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 cases and skins sites
Targeted advertising for a case and skins site for the game Counter Strike 2 converts chaotic traffic from gamers into registrations and first deposits. The platform works in a complex area: case opening, skin trading, internal draws, so advertising campaigns face strict moderation and restrictions. The task was to build a system where targeting for the case site consistently brings in new users willing to top up their balance, and advertising accounts remain in working condition throughout the month. The emphasis was placed on several elements: correct segmentation of the gaming audience, thoughtful creatives without direct blocking triggers, adaptation of landing pages to the requirements of advertising platforms. This approach made it possible to promote the case and skins site without sudden stops in campaigns and gradually increase traffic volumes while maintaining an adequate cost of user acquisition.
Features of the case site niche and target audience
The case, skin, and trade site is focused on active players who spend a lot of time in Counter Strike and are well-versed in inventory, rare skins, and the in-game economy. Such users are emotional, sensitive to visuals and bonuses, but at the same time pay attention to account security and platform reliability. The project's geography included several countries in Eastern and Central Europe with different languages, payment habits, and levels of competition. Targeted advertising for the case site had to take these differences into account so as not to waste the budget on irrelevant segments. The target audience was gamers from teenagers to young adults who follow eSports, watch streams, and actively use gaming platforms. Various communication scenarios were prepared for them: from "try to open the first case" to "collect your dream inventory."
Challenges of targeted advertising in gaming and gray themes
The niche of cases and skins belongs to the categories where advertising platforms act especially harshly. Any hint of excitement, quick wins, or promises of easy money can lead to ad rejection or account restriction. Targeted advertising for the cases and skins site had to balance the real content of the product and policy requirements. An additional challenge is the complex user journey: from the first click on the ad to registration, balance replenishment, and repeated sessions of opening cases. At each stage, part of the audience is eliminated, so creatives, pages, and texts had to be built in such a way as to minimize losses. Special attention was required to safeguard against harsh bans: careful wording, the absence of aggressive promises, and constant monitoring of the reactions of moderation systems.
Targeting strategy for a case and skins site on social networks
The strategy focused on campaigns to attract new users with optimization for registration and the first deposit. Targeted advertising for the case site was adjusted taking into account interests in esports, gaming platforms, streaming, and thematic communities. Separate audiences with language adaptation were formed for each country, and options with a wider reach were tested due to related interests. Special emphasis was placed on retargeting: users who had already visited the site, started registration, or viewed the promotional page were returned through the funnel with soft reminders and bonus offers. This strategy made it possible to reduce the cost of attraction, increase conversion to registration, and make targeting for the case site more predictable in terms of results.
Creatives, texts and landing pages for the gaming audience
The visual part became key in this project. Creatives for targeted advertising of the case site were built around the player's emotions: the moment of opening, waiting for a drop, the feeling of a rare find. Instead of direct inscriptions about money and bets, neutral wording was used, emphasizing entertainment and collecting. Videos demonstrated dynamic scenes from the interface, and banners highlighted the brightest skins and a clear call to action. Landing pages supported the same style, showed the advantages of the platform, transparently explained the registration and replenishment process without hidden steps. Such content increased user trust and reduced the number of rejections, and targeted advertising of skins and cases began to bring in a more "warm" audience, ready to test the platform.
Targeting results and potential for further project growth
The launch and phased optimization showed that even in a complex gaming topic, it is possible to get stable results without mass blocking. Targeted advertising of the case site provided a noticeable increase in unique conversions, some of which were converted into registrations with a double-digit conversion rate. The best creatives demonstrated a high engagement rate, and retargeting helped to “pick up” those who initially doubted. The budget was used evenly throughout the month, without drops in impressions or risky peaks. Further development of the project includes geo expansion, testing of referral mechanics, additional bonus offers for new users, and strengthening funnel analytics from clicks to repeated deposits. This approach allows you to turn targeting for the case and skins site into a long-term growth tool.