EA wanted a way to engage users and generate excitement about a future release. Knowing that they could reach out directly to their users through SMS messages they were interested in finding a way to seamlessly integrate anSMS solution that would communicate updates regarding that game’s status.
Then on the day of the release, a user would be sent an SMS with a smart URL that would go directly to the Apple or Google Play Store, download the game and have the user playing in minutes.
EA would create a landing page to get users to opt in on news and updates surrounding their favorite titles with the large payoff being a link sent on release day.
EA partnered with TeleSign, a global communication and security company that specializes in sending SMS messages to any country in the world. By choosing TeleSign, EA knew that with the snap of their fingers they could simultaneously send a message to thousands of eager users about a game’s release and to call the project a success would be a gross understatement. Of the 145,000 users that signed up for EA alerts on the game The Sims, 42,000of them had opened the link within a few days and downloaded the game; with the steps considered in onboarding a new user this is an incredible result. However, as we mentioned sheer downloads are not the only measurement to the success of the game. An engaged user is a valuable user.
Day one retention on The Sims was significantly higher than for users who found the game through other means. That delta accounts for a lot of value in future spending.
Other takeaways from the campaign were that these users were all highly motivated. They featured a higher than average retention rate over time and a higher than average spend creating a reliable revenue stream for EA. It was a win for EA because they were able to deliver a product directly into the hands of their users in a streamlined manner. It was a win for the users becauseEA made discovering this game effortless. EA had an extremely positive experience every step of the way. Implementation was a breeze and the return on investment satisfied all parties.