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Attribution Examples for the Gaming Industry

Let’s dive back into the Gaming industry, a sector where capturing user attention is both challenging and crucial. We’ll explore two examples using Time-Decay and Position-Based attribution models. These models offer a nuanced understanding of the customer journey, allowing for strategic and tactical decision-making—a cornerstone of NuSpark Media Group’s approach to driving quality leads and sales.

Example 1: Time-Decay Attribution Model for Gaming

Scenario: Alex is an avid gamer and comes across various ads from “GameMaster,” a platform offering a 50% discount on in-game purchases for new users.

Customer Journey:

  • Day 1: Clicks on a Google Paid Ads search ad.
  • Day 3: Clicks on a TV ad’s vanity URL while watching a gaming tournament.
  • Day 5: Notices a Facebook ad and clicks.
  • Day 7: Clicks on a Retargeting ad and redeems the 50% discount.

Time-Decay Attribution:

  • Google Paid Ads: 10% credit
  • TV Ad: 20% credit
  • Facebook: 30% credit
  • Retargeting Ad: 40% credit

Insight: The Time-Decay model suggests that Retargeting Ads and Facebook are the most influential in Alex’s decision to redeem the discount. These channels seem to be particularly effective in the final stages of the decision-making process, warranting a larger share of the advertising budget.

Example 2: Position-Based Attribution Model for Gaming

Scenario: Taylor is interested in multiplayer games and encounters various ads from “TeamUp Games,” which is offering a free premium weapon for new sign-ups.

Customer Journey:

  • Day 1: Clicks on an Instagram ad.
  • Day 2: Clicks on an Online Display ad on a gaming forum.
  • Day 4: Clicks on a TikTok ad.
  • Day 5: Redeems the free premium weapon after clicking a Pinterest ad.

Position-Based Attribution:

  • Instagram: 40% credit (First Touch)
  • Online Display: 10% credit
  • TikTok: 10% credit
  • Pinterest: 40% credit (Last Touch)

Insight: The Position-Based model highlights the critical roles of Instagram and Pinterest in both initiating and closing the customer journey. These channels appear to be the most effective in capturing attention and driving action, suggesting they should be focal points in future campaigns.

Key Takeaways:

  • Time-Decay is valuable for understanding the increasing influence of each channel as the customer nears the decision point.
  • Position-Based identifies the key channels that are most effective in both initiating and concluding the customer journey.

By leveraging these attribution models, NuSpark Media Group can strategically allocate resources to the most impactful channels in the Gaming industry, ensuring a higher ROI and more effective campaigns. This kind of data-driven approach is crucial for understanding how to engage potential customers effectively.

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