How We Hacked Clash Royale To Get Over 600 Email Addresses
This past March, Supercell, the creators of Clash of Clans and many other hit mobile games, launched a new game called Clash Royale. In a nutshell, it allows Clash fans to fight each other in live tournaments. Next to Pokémon Go, this has been one of the hottest mobile games of the summer. We recognized the attention and knew we needed to do something with it. This post will show you how we used Clash Royale to generate over 600 emails as well as additional revenue.
For those who aren’t familiar with how Clash Royale works, let me break down the logistics. In order for a player to join a tournament they first need to reach XP level 8. On top of that, in order to create a tournament for other players to join, you would need to fork out some “gems”, which are the in-game currency. Of course, if you don’t have enough gems built up, you can purchase them through the app store.
This means that there were a lot more players wanting to play than there were open tournaments. Tournaments range from 100 to 1000 players and as soon as they were opened, they will fill up in less than a minute.
FROM DEMAND TO IDEA
Seeing the clear demand for more tournaments, we had the idea of having Market Campus pay to open a tournament. Perhaps by making it clear in the tournament description that Market Campus is paying to host, players would remember that kind gesture and it would help our “overall branding.”
However, we thought we could do much more than that.
Lately, we’ve made a big push on beefing up our email list. We started thinking about how we could take advantage of this demand to help with that goal. We already had an automated workflow setup through MailChimp that we could send them through that slowly qualifies and sells the subscriber. Now we just needed to convince the Clash Royale players to give us their email.
SETTING UP THE HACK
We decided to create a “private” tournament that anybody could join. Private tournaments require a password. In our tournament description, we told players to visitMarketCampus.com/Clash to get the password. Tournaments were hard to get into, so we knew players would take the effort to visit the URL.
The URL takes the player to a simple form (built through Typeform) that collects their name and email. As soon as they submit, Typeform would email them the tournament password, along with some brief information about Market Campus.
We then used Zapier to automatically add every email address to our “potential customers” list on MailChimp.
Within 2 minutes of launching the tournament, we had over 100 email addresses. After seeing how quickly we got those emails, we decided to launch another tournament that allowed even more players to join. In a matter of a couple days, spending only $20 of in-app purchases to host the tournaments, we collected 656 emails. Of those emails, 23 signed up for a free course chapter and two purchased lifetime access to our $849 online training. Not bad for our ROI!
MORAL OF THE STORY
Obviously, this was a marketing experiment. We had zero intentions of making money off the experience. Only a small percentage of those emails will be qualified customers. We had zero data on demographics and assumed that many of them would unsubscribe right away. Surprisingly, only about 7% have unsubscribed from our mailing list.
We did this experiment not to generate revenue, but to inspire companies to think outside of the box when it comes to their marketing. If you are marketing to people who are into gaming, app downloads, etc. you’ll probably see way more success than we saw!
This type of thinking (and process) isn’t limited to Clash Royale or any other popular app for that matter. The important lesson is that any company can identify where the attention of their demographic is and be there.