Gaming / Roblox
Pixel Playground Roblox Launch
Results
What we moved.
50%
Average boost in daily active users during the campaign period
1,157
Additional DAUs per $100 of Roblox ad spend
5.01%
Display CTR, against a 0.46% benchmark
4x
Increase in site visitors and 'Play Now' clicks
Challenge
In the hyper-competitive Roblox ecosystem, a successful launch is a game of precision. Pixel Playground tapped EAST to launch their new title “Gameshow”, fronted by creators Karl Jacobs and KreekCraft. The objective went past raw acquisition: find the players who stay, and stop paying for the ones who churn out in a day.
Solution
The strategy stood on a custom data spine connecting web traffic to in-game Roblox behavior. Using GA4 and deep links carrying traffic-source variables, we tracked the journey from ad click all the way into gameplay. That let us do the thing most launch campaigns can’t: filter out casual visitors and steer media spend toward the audiences still active after 30 days.
On top of that spine ran a data-led channel strategy. YouTube and display found the high-retention “super-players”; Roblox’s own ad inventory retargeted them during strategic windows. Acquisition and retention stopped competing for the budget, because the measurement showed they were the same investment.
Services used