Case: targeted advertising for gaming rooms and clubs
Progress
Project
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Unique gaming rooms, including console clubs and computer clubs, are equipped with the latest consoles such as PS4, PS5 and Xbox, as well as powerful PCs designed to deliver high-performance games.
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Advertising purpose
Get leads through Instagram Direct and Facebook Messenger. When a potential customer finds your ad interesting, they can click on the interact button and immediately get into a live chat with your account.
In Instagram it is Direct; on Facebook, it's Messenger, where they'll immediately receive a welcome message from your company and a follow-up question. This can be a clarification or an immediate bonus for the started correspondence.
For example, we can schedule various auto-responses to possible questions the client may ask in the dialogue:
Client: "Can I get a consultation from you?"
Auto-reply: "Of course, I'm happy to help you with your request. So that I can help you better, please give me more details about your question and I will offer a solution using our services."
Client
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“Can I get a consultation from you?”
Autoresponse: “Sure, I'd be happy to help you with your inquiry. So that I can better assist you, please give me more details about your question and I will offer a solution using our services.”
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Budget
In the first month, we invested $80 for testing, and then the advertising budget increased to $180 per month. Our price per Instagram or Facebook correspondence is only $0.18, making our service worth your investment.
We advertise in Ivano-Frankivsk and Kyiv, using more than three different target audiences and 16 different interests to customize our advertising company. It takes just 48 hours to launch an ad, including creating three unique creatives for three companies, checking compliance with Facebook's rules, and fully launching the campaign.
What were the goals of the campaign to promote gaming spaces?
The goal of the advertising campaign was to help gaming rooms and clubs attract more customers and increase the number of bookings. The main goals were:
increase brand awareness among gamers and young people;
ensure a stable flow of visitors to the halls;
attract new customers through Facebook and Instagram;
optimize the advertising budget and reduce the cost of the application.
How we built an advertising strategy for gaming clubs
To achieve this, we combined targeting a gaming audience with creatives that convey an atmosphere of competition and entertainment.
Preparing advertising infrastructure
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Meta Pixel installed to track requests and bookings.
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End-to-end analytics are set up to monitor all stages of the funnel.
Creatives that engage a gaming audience
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Banners and videos were created with an emphasis on modern equipment, the atmosphere of esports, and team games.
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Offers used: "Play on top equipment", "Book a place in the club with a discount", "Night tournaments for friends".
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The visuals conveyed the drive, team spirit, and emotions of the game.
Audiences and segmentation for maximum effectiveness
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Main target audience: young people aged 16–30 who are interested in eSports and video games.
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Additional segments: students, Counter-Strike, Dota 2, Fortnite, PUBG fans.
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Look-alike audiences based on club customers were used.
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Retargeting has been launched for site visitors and those who interacted with advertising.
Advertising campaign results for gaming halls
450+ new bookings in the first month.
The CTR of the best ads is 4.6%.
The average cost of a lead is from $1.2.
55% increase in brand awareness among the local audience.
An active base for retargeting and regular visits has been created.
What has shown the best results in advertising gaming clubs?
Videos with the atmosphere of tournaments and team games.
Banners with promotions for booking halls on weekdays.
Retargeting players who submitted an application but did not confirm the booking.
Recommendations for the further development of gaming spaces
To scale your results, we recommend:
launch Instagram Reels and TikTok Ads with short dynamic videos;
use player feedback in stories format;
add a chatbot for online booking in Messenger or Telegram.
Conclusions
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The Gaming Rooms & Clubs case proved that targeted advertising can ensure a stable flow of players, reduce the cost of application, and increase the recognition of clubs among young people.
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Thanks to the work of the "Necessary People" team, gaming rooms and clubs gained hundreds of new customers, formed a loyal audience, and strengthened their positions in the local market.
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 gaming clubs and rooms
Targeted advertising of gaming clubs and rooms allows you to fill consoles and PCs with live players, and not just likes under photos with consoles. Most teenagers and young people spend time on social networks every day, watch streams, save memes about games, but often do not even know about a specific club in their area. That is why advertising of a gaming club should get into the feed at the moment when a group of friends is looking for a place to spend an evening, tournament or birthday. In this case, targeted advertising of gaming rooms was built around clear scenarios: “a place to gather with friends”, “a place for eSports tournaments”, “a space with powerful PCs and next-generation consoles”. Campaigns on Instagram and Facebook were adjusted taking into account location, age and interests in games, so that each impression had a chance to turn into a real time reservation.
Niche of gaming clubs and starting conditions for launching advertising
Gaming clubs compete not only with each other, but also with home consoles, powerful laptops, and online services. At the start of the project, the club already had a well-organized space, modern consoles, good monitors, and even the first regular visitors. Social networks were used sporadically: photos of the interior, stories from tournaments, announcements of free places on weekends. However, this was not enough to form a stable flow of bookings on weekdays, in the morning hours, and off-peak periods. Targeted advertising for gaming clubs had previously either not been launched at all, or was limited to a few test ads without analytics. The main task was to create a system where every hryvnia of advertising was associated with specific actions: switching to Direct, booking a time, applying for a tournament, or a birthday.
Targeting challenges for gaming rooms, clubs, and esports zones
Promoting gaming rooms through targeting has several special challenges. The audience is emotional, but selective: some players are used to home PCs, others are looking for the atmosphere of the club, and for others, tournaments and prizes are important. If a gaming club's advertising shows only photos of consoles without a lively atmosphere, users will simply scroll through the ads. Additionally, you need to take into account locality: it makes little sense to show advertising to people who will not physically travel to this area of the city. Another challenge is seasonality: vacations, holidays, and weekends give surges in demand, but weekdays often "sag." Targeted advertising for gaming clubs in this project was not just to collect subscribers, but to level out the load during the week and make it so that groups of friends choose this location as a point for regular meetings.
Targeted advertising strategy for gaming rooms on Facebook and Instagram
The strategy was built around segmenting the audience by age, interests, and recreation scenarios. Some targeted advertising campaigns for gaming clubs were launched for teenagers and students interested in eSports, shooters, and sports simulators. Others were launched for young adults looking for a place to spend an evening with friends or a corporate mini-tournament. The geotargeting was limited to the radius around the club, and part of the budget was directed to retargeting those who had already visited the profile or interacted with stories. Ads were placed in Direct for quick booking of time, as well as on separate landing pages with descriptions of rates, holiday packages, and night sessions. This allowed us to reduce the number of “empty” questions and increase the share of visitors who are ready to book immediately.
Creatives, game atmosphere and special offers in club advertising
The key role was played by creatives that showed not the technique, but the emotion of the game. The ads used videos with live reactions of players, team victories, joyful shouts after a won match. The photos showed comfortable chairs, backlighting, a large screen, and relaxation areas between the rinks. Targeted advertising of gaming clubs emphasized special offers: discounted hours on weekdays, night sessions, "birthday at the club" packages, and tournaments with prizes. The texts were written in the language of the audience itself, without unnecessary formality, with an emphasis on simple actions: "collect a fiver and book a slot", "write in Direct to save time for the weekend". This approach made the advertising organic for the gaming feed and increased the number of transitions into real bookings.
Gaming club targeting results and potential for further growth
After several waves of tests and optimization, targeted advertising for gaming clubs achieved stable performance in terms of cost per click and number of bookings. The loading of the halls leveled out: weekdays were no longer “dead,” and night sessions gained their pool of regular customers. The share of companies that return regularly, book slots for tournaments, and bring friends increased. Campaign analytics showed which creative formats and which audiences (by age, interests, and region) give the highest return on investment. This allowed the budget to be redistributed and scaling planned: launching new tournament series, expanding the package of holiday offers, and promoting the opening of new locations. Thanks to targeting, the gaming club stopped depending solely on random visitors and gained a projected growth channel.