Co-founder @immutable, thiel fellow. Helping games grow.
š¦š
Joined September 2009
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Introducing Immutable Audience: the growth engine for pre-launch Steam games.
(btw we didnāt spend $50k on a viral launch agency - so if you think this is cool just share it for free i guess)
Game marketing is broken.
Every year PC studios spend billions to grow their games, and yet:
- they donāt know which channels are actually working
- only a fraction of wishlist sources can be tracked
- of those people who DO wishlist games, the rate of those who go on to purchase is falling
After 8 years building games ourselves, and working with over 700 studios, the need for something new was obvious.
So, we built Audience.
How it works:
1. Audience pulls in real time data from your players across Steam, social media, ad platforms, influencers and more
2. It stores this marketing data in your player CRM, and uses our Enhanced Attribution to identify the one channel driving 80% of your wishlists
3. Finally, it generates a custom growth audit, reviewing your real time data against winning strategies from hundreds of games to identify the most effective ways to get you wishlists each week
During Audienceās beta weāve already seen incredible results.
We helped one game grow by over 300k wishlists in 2 months, and then more than *doubled* the rate of those players who converted into paying customers, compared to relying on Steam alone.
For the last few months the team at @Immutable has been heads down building.
Weāre incredibly grateful to our community for your support as we onboard the world. Slowly, then all at once.
To celebrate the launch, weāre offering one month of Audience for free to any studio that signs up by commenting on this video.
And for the first 100 studios that comment, weāll create you a custom growth plan for free.
Comment āAudienceā and weāll send it through.
Robbie Ferguson | Immutable retweeted
UNBELIEVABLE! š¤©
Thanks to your incredible support, Pixel Tamerz is RANK #1 on Google Play & App Store! š„
To celebrate this massive milestone, we've prepared huge rewards for everyone!
Check the image for details and use code: TAMERZTOP in-game!
Let's keep this momentum going!
Big congrats to our Audience customer, Needle in a Haystack Simulator, for going viral last week:
40 million impressions in 48 hours.
Whatās most interesting is that this wasnāt a random āviral hitā
Over the last few months @NasNakarus and the @StudioBitDot team have been executing a deliberate strategy:
- 1. Create a large portfolio of high-interest game concepts
- 2. Test them as quickly and as leanly as possible, starting with small vertical slices posted on social media
- 3. If the concept doesnāt perform, kill the bet. If it does, only then do they double down with more resources
Needle in a Haystack Simulator really, really performed.
Once the game went viral they reached out for @Immutable's support on this aspect as well, and we had them a custom landing page live in <48 hrs.
There's still tons of work to be done up to launch, but excited to see how far they can take this.
More coming soon.
P.S. if youād like to see how theyāve been using Immutable Audience to grow, book in some time to chat here: immutable.com/free-demo?utm_ā¦
Robbie Ferguson | Immutable retweeted
Introducing Immutable Audience: the growth engine for pre-launch Steam games.
(btw we didnāt spend $50k on a viral launch agency - so if you think this is cool just share it for free i guess)
Game marketing is broken.
Every year PC studios spend billions to grow their games, and yet:
- they donāt know which channels are actually working
- only a fraction of wishlist sources can be tracked
- of those people who DO wishlist games, the rate of those who go on to purchase is falling
After 8 years building games ourselves, and working with over 700 studios, the need for something new was obvious.
So, we built Audience.
How it works:
1. Audience pulls in real time data from your players across Steam, social media, ad platforms, influencers and more
2. It stores this marketing data in your player CRM, and uses our Enhanced Attribution to identify the one channel driving 80% of your wishlists
3. Finally, it generates a custom growth audit, reviewing your real time data against winning strategies from hundreds of games to identify the most effective ways to get you wishlists each week
During Audienceās beta weāve already seen incredible results.
We helped one game grow by over 300k wishlists in 2 months, and then more than *doubled* the rate of those players who converted into paying customers, compared to relying on Steam alone.
For the last few months the team at @Immutable has been heads down building.
Weāre incredibly grateful to our community for your support as we onboard the world. Slowly, then all at once.
To celebrate the launch, weāre offering one month of Audience for free to any studio that signs up by commenting on this video.
And for the first 100 studios that comment, weāll create you a custom growth plan for free.
Comment āAudienceā and weāll send it through.
the last 90 days at @Immutable have been some of the biggest in the company's history:
- announcing new product imminently
- growing it by ~15 new studios a week
- helped one game grow by 150k wishlists in 10 days
- increased their wishlist ā sale conversions by x2.2
- dressed up as an Oompa Loompa to celebrate
we've been heads down building, but keen to share more this friday š
Robbie Ferguson | Immutable retweeted
Trying to launch your game on every platform is probably why itās not growing.
In this conversation,
@0xfergā¦. co-founder of @Immutable breaks this down using @Zyngaās playbook alongside @jtwald who scaled to 300M+ users. š§µ
Big month
this is a real list of features the @Immutable team shipped last month:
- automated lifecycle emails based on launch milestones, new game seasons, etc
- Engage UI for campaign journeys, stats and upcoming sends
- self-serve Audience signup for studios
- automatic game page creation during onboarding
- real-time audience capture inside Hub
- live audience table for connected players
- unified player profiles across email, wallet, Steam and social accounts
- onboarding email previews during studio setup
- custom email domains for each title
- player source attribution inside audience profiles
- device and platform context for audience records
- Steam profile enrichment
- paid ads dashboards inside Hub for Meta + Tiktok + Google ads
- ad campaign-level performance breakdowns
- added organic social analytics inside Hub
- pre-launch attribution modelling for Steam wishlists
- Steam marketing data ingestion
- Steam wishlist tracking
- UTM tracking for studio marketing links
- click and conversion tracking by channel
- demo mode for attribution onboarding
- post-launch attribution matching from ad click to gameplay event
- conversion postbacks for ad platform optimisation
- added the Immutable Audience Unity SDK
- native in-game event tracking for Unity titles
- auto-tracked launch, session and device events
- custom gameplay event tracking for progression, economy and purchases
- added the Immutable Audience Web SDK
- typed web event tracking for game sites
- sign-up, wishlist and link-click tracking on game pages
- Passport identity stitching on login
- added the Audience REST API for server-side integrations
- Immutable Tracking Pixel
- async page, session, UTM and outbound-link tracking
- consent detection for existing cookie-banner setups
- GDPR deletion support across the tracking stack
- added custom domain game pages for studios
- canonical studio-owned URLs for game pages
- added Surface Analytics inside Hub
- game page view, email capture and conversion metrics
- per-channel UTM links for Discord, TikTok, Instagram and X
- redirect links for tracking outbound clicks to Steam and Epic
- added social performance dashboards for studio channels
- new Community page variant for social growth, sentiment and topic insights
- Daily Streaks + analytics for games re streak completion rates, etc
- Amplify creator outreach program, with a curated Web2 creator network by genre and region
I may have missed a few but you get the idea
Last year mobile games leaked ~$68 million *every day* in store fees.
And you still think studios wonāt move to web3 payments once the CLARITY Act is in?
this is a real list of features the @Immutable team shipped last month:
- automated lifecycle emails based on launch milestones, new game seasons, etc
- Engage UI for campaign journeys, stats and upcoming sends
- self-serve Audience signup for studios
- automatic game page creation during onboarding
- real-time audience capture inside Hub
- live audience table for connected players
- unified player profiles across email, wallet, Steam and social accounts
- onboarding email previews during studio setup
- custom email domains for each title
- player source attribution inside audience profiles
- device and platform context for audience records
- Steam profile enrichment
- paid ads dashboards inside Hub for Meta + Tiktok + Google ads
- ad campaign-level performance breakdowns
- added organic social analytics inside Hub
- pre-launch attribution modelling for Steam wishlists
- Steam marketing data ingestion
- Steam wishlist tracking
- UTM tracking for studio marketing links
- click and conversion tracking by channel
- demo mode for attribution onboarding
- post-launch attribution matching from ad click to gameplay event
- conversion postbacks for ad platform optimisation
- added the Immutable Audience Unity SDK
- native in-game event tracking for Unity titles
- auto-tracked launch, session and device events
- custom gameplay event tracking for progression, economy and purchases
- added the Immutable Audience Web SDK
- typed web event tracking for game sites
- sign-up, wishlist and link-click tracking on game pages
- Passport identity stitching on login
- added the Audience REST API for server-side integrations
- Immutable Tracking Pixel
- async page, session, UTM and outbound-link tracking
- consent detection for existing cookie-banner setups
- GDPR deletion support across the tracking stack
- added custom domain game pages for studios
- canonical studio-owned URLs for game pages
- added Surface Analytics inside Hub
- game page view, email capture and conversion metrics
- per-channel UTM links for Discord, TikTok, Instagram and X
- redirect links for tracking outbound clicks to Steam and Epic
- added social performance dashboards for studio channels
- new Community page variant for social growth, sentiment and topic insights
- Daily Streaks + analytics for games re streak completion rates, etc
- Amplify creator outreach program, with a curated Web2 creator network by genre and region
I may have missed a few but you get the idea
problem:
mobile gaming revenue has massively outpaced console - growing 63% since 2020 (to $103 B), compared to 7% on console...
and yet it's harder than ever for games to actually get a slice of this market:
- less than 20% of players opt in to share data, or consent to marketing
- attribution is effectively broken since Appleās ATT changes
- re-engagement rates are at all time lows
solution:
@Immutable is building custom tooling to help mobile games:
- gather cross-platform user data
- automate re-engagement
- solve attribution, so they're targeting players who actually care
A year ago nobody had played a single quest on Immutable Play. The community have now played over 137 million.
The games are fun.
The AAAs are joining.
The infra is here.
The funnels are working.
The ux is clean.
And now the regs are on the way.
Videogames have given me more great memories than I can count. Immutable is going to be the invisible magic that helps a million games make these memories for their players.
The gap between idea and execution in game dev is becoming trivial. The next 10 yrs will reward studios who prioritise:
1) fun - simple, uncluttered, gameplay loops
2) user data - extremely precise attribution in their growth funnels
