X Campaigns to target Gamefi Users

Guide for growth leaders in gameFi ecosystem

Playbook targets GameFi dApps launching new products, dApps seeking users for beta, and teams aiming to scale community engagement via quests and rewards.
Identify users using on-chain and social data, and how to reach them with targeted campaigns. It details best marketing practices and sets key metrics for each to track success.

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GameFi dApps - The driving force behind web3 popularity

GameFi dApps lead Web3 by merging rewards with gameplay and turning assets into tradable NFTs. They hold 77.1% of the NFT market and attract Gen Z, who invest 52% of net worth in gaming tokens.

With 4.4 hours/day user activity and cross-chain use, GameFi drives interoperability, organic growth, and generates $8.58 per user/month. This ownership and monetization focus makes GameFi the entry to Web3’s economy.

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Which projects are leading in gameFi user engagement?

1. Web3 game development studios: Building blockchain-native games with P2E, C2P mechanics, and NFT integration.
   Examples - Illuvium, Animoca Brands, Gala Games, Axie Infinity, Star Atlas‍
2. NFT marketplaces: Provides buying, selling, and trading of in-game NFTs and digital assets.
   Examples - OpenSea, Immutable X, Magic Eden, LooksRare, AtomicMarket‍
3. Gamified deFi protocols: Offers staking, lending, liquidity mining, and yield farming for gaming tokens.
   Examples - Aave, Curve, Yield Guild Games (YGG), Bluzelle‍
4. Metaverse & Virtual World Platforms: Provides marketplace platforms where digital assets and virtual land hold real-world value.
   Examples - The Sandbox, Decentraland, Somnium Space, Cryptovoxels

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Types of gameFi users

1. Pro Web3 Gamers (Esports Pros): High-frequency traders streaming competitive P2E gameplay (6-8hr/day), optimizing cross-chain arbitrage and DAO governance while staking in 15%+ APY pools, active in Discord AMAs and Seedify/EnjinStarter launches.
2. Casual Web3 Gamers (NFT Flippers): Low-gas NFT collectors streaming sandbox games 2-3x/week, engaging in whitelist mints and passive staking (3-5% APY), active on telegram and Decentraland/The Sandbox communities.
3. Alpha/Beta Testers (Ecosystem Testers): Testnet power users stress-testing zkRollups via 50+ weekly transactions, streaming pre-release builds, and submitting bug reports, active ChainPlay/GameFi.org betas.
4. Game developers (Ecosystem Builders): Technical blockchain architects developing Web3 games with 40+ hours/week coding, implementing smart contracts and tokenomics while building gaming infrastructure, active in GitHub repositories and following gaming launchpads like Seedify/GameFi.org for funding opportunities.

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GameFi user onboarding - Strategies, Stages & Metrics

Growth Roadmap for Gaming Studios

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Growth Roadmap for Gamefi dApps

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How to set-up campaign and best marketing practices

1. Incentivization Campaign (Token Giveaway, New Launch)

Targeting Criteria - Wallets completing 3+ quests in other games, profiles with “Quest Hunter” or “APY Maxi” in bio.

Sequence Setup

CTA - Landing page with wallet connect, form for email/discord, or direct link to quest.

Best practice to follow

1. Craft personalized DM templates that ask questions about recipient's interests first, build rapport through genuine conversation, and delay sharing links until last.
2. Use founder/ambassador accounts with established credibility, complete profiles, and relevant industry experience to increase trust and response rates.
3. Warm up sender accounts with 5-10 daily actions, increasing activity over weeks to increase DM sending limit. (Set initial limit to 50 the scale to 100 and more)
4. A/B test campaign structures by comparing follow-first vs. direct DM approaches, measuring reply rates and conversion metrics.
5. Optimize campaigns by first warming up accounts for 2-3 weeks, then test on campaign structures to identify highest-performing approach, and finally refining personalized message templates with clear CTAs.

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2. Peer Groups/Communities

Targeting Criteria - Wallets interacting with similar games (e.g., Decentraland for metaverse projects, profiles using #PlayToEarn hashtag + following competitors.

Sequence Setup

‍CTA - Join Discord/TG, fill a quick form, or participate in a community event.

Best practice to follow

1. Craft personalized DM templates that ask questions about recipient's interests first, build rapport through genuine conversation, and delay sharing links until last.
2. Use founder/ambassador accounts with established credibility, complete profiles, and relevant industry experience to increase trust and response rates.
3. Warm up sender accounts with 5-10 daily actions, increasing activity over weeks to increase DM sending limit. (Set initial limit to 50 the scale to 100 and more)‍
4. A/B test campaign structures by comparing follow-first vs. direct DM approaches, measuring reply rates and conversion metrics.
5. Optimize campaigns by first warming up accounts for 2-3 weeks, then test on campaign structures to identify highest-performing approach, and finally refining personalized message templates with clear CTAs.

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3. Gamification (Quest Campaign)

Define Your Quest Goals & Structure - Drive onboarding, retention, or specific behaviors (e.g., NFT trading, staking, community voting).

Type of Quest:

1. Educational: Complete a tutorial or read a guide.
2. Engagement: Join a community event or participate in a poll.
3. Trading/Action: Make your first NFT trade or stake tokens.
4. Referral: Invite friends to join your ecosystem.

Reward Type:

1. Tokens (e.g., $GAME, $GALA)
2. NFTs (exclusive or limited-edition)
3. Access to beta features or early content
4. Badge or reputation points

Example

Best practice to follow:

1. Embed educational content, tutorials, or videos within the quests
2. Use gamified elements like progress bars, timers, and badges to motivate completion.
3. Send follow-up & Reminders via integrated channels (e.g., Discord, Twitter DMs)

Follow-up message:
You’re halfway through the ‘First Trade’ quest!
Complete it now to earn your reward.

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4. Cold Outbounds (Twitter DM Sequence)

Targeting Criteria - Wallets with 5+ NFT trades/month, 1K+ followers, bios with “P2E”, “NFT Trader”, “Metaverse”.

Sequence Setup

CTA - Landing page with wallet connect, reply to DM, or form fill.

Best practice to follow

1. Craft personalized DM templates that ask questions about recipient's interests first, build rapport through genuine conversation, and delay sharing links until last.
2. Use founder/ambassador accounts with established credibility, complete profiles, and relevant industry experience to increase trust and response rates.
3. Warm up sender accounts with 5-10 daily actions, increasing activity over weeks to increase DM sending limit. (Set initial limit to 50 the scale to 100 and more)
4. A/B test campaign structures by comparing follow-first vs. direct DM approaches, measuring reply rates and conversion metrics.
5. Optimize campaigns by first warming up accounts for 2-3 weeks, then test on campaign structures to identify highest-performing approach, and finally refining personalized message templates with clear CTAs.

5. X Ads Campaigns

Define Your X Ads goal - Begin with Reach or Engagement to build top‐of‐funnel awareness, then for second campaign go for Website Traffic, App Installs, and finally Sales conversion.

Audience Segmentation -

1. Custom Audience: Built from a targeted list of existing users or customers (e.g., wallet adressess), matched with platform users to form a precise target group.
2. ‍Lookalike Audience: Generated by analyzing a source audience (e.g., followers of specific accounts or a Custom Audience) based on demographics, interests, and online behaviors, then targeting new users with similar traits.

Pre Launch setup -

Whitelist Your Account on X Ads to avoid ad rejection and bans.
Budget Allocation - Set a daily and total campaign budget(The more you spend more engagement you get)
Creative Selection - Test Text Only, Image, Carousel, and Video ads
Campaign Launch & Testing -

1. Initial Campaign (2 Weeks) - Launch and monitor campaign for 2 weeks to collect data
   
   • Objective: Reach or Engagement
     
   • Creative: Mix of Image and text ads
   • Audience: Both lookalike and custom
   • KPI: Engagement rate, click‐through rate (CTR), Cost per click
2. Two-Week Review & Optimization - Optimize campaign based on demographics, user behavior
   
   1. Location - Remove regions at lower end consuming 90 percentile of budget with low engagement rate (<1%); test low‐spend regions next week .
   2. Age Group - Focus on 24–40 age bracket; exclude underperforming cohorts.
   3. Gender - Compare male vs. female engagement; allocate more budget to top‐performing.
   4. Device - Optimize for iOS vs. Android vs. Desktop based on conversion rates.
   5. Keyword Behavior - Pause keywords with low engagement; double down on top 20% performing keywords.

Best Practice

1. Wait 7 days before making major changes to allow sufficient data collection.
2. Limit location removals to one/two region per week to isolate effects.
3. Document all changes in a central dashboard to compare periods and tactics.

For detailed Ttwitter ADs campaign guide refer - [X ads playbook]

6. KOL Campaigns

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