RETO MOTO is a gaming studio based in Copenhagen, Denmark. Its main activity is the development and operation of the exceptionally popular online FTP war game Heroes & Generals WWII. When CommerceCentric were first approached, all of RETO MOTO’s resources were engaged in the daily operational activities involved in supporting an online game with millions of players. But with a new leadership team in place and an injection of additional investment funds, they were keen to explore how they could leverage the full revenue potential in their global player base.

With a 24/7 operation, the company was collecting lots of data but had had few opportunities to analyse it for marketing purposes or turn it into insights above strictly operational ones. Added to this they were seeing high lapse and churn rates, and relatively low monetization in-game.

Our brief was to find all the relevant data, create useful marketing insights, and use them to define a digital transformation strategy for RETO MOTO. This would include recommendations for creating player value through targeted communications and proactive monetizing opportunities.

Our approach was in two phases:

1. An initial digital audit to assess RETO MOTO’s level of digital maturity and recommend a digital transformation strategy

2. Deliver the recommendations from Phase 1

We conducted a thorough digital audit on the business covering all aspects of marketing and strategy. This gave RETO MOTO’s leadership team a comprehensive assessment as to their current marketing approach, performance and capabilities weighed against their ambitions and long-term goals.

Through on-site workshops and deep auditing of media and data platforms we were able to build up a complete picture of RETO MOTO’s digital maturity as well as current challenges and strategic objectives. From this we produced a performance-based marketing and retention strategy with a roadmap to success across Marketing Strategy and Operations, Data and Insight, CRM and Player Engagement.

The CEO and RETO MOTO board accepted all of our recommendations but were still challenged for resource. They engaged us for a further 6 months to help deliver a change roadmap that would transform them into a data-enabled marketing organisation that could communicate with their players effectively, target new audiences and grow revenue.

In 3 well-defined “sprints”, each lasting 2 months, we completely overhauled RETO MOTO’s marketing database, creating new reports that provided key insights into player behaviour and revenue-generating opportunities. We created a new “early-life” automated communications program which targets players at the points where they are most engaged (i.e. just after signing up and immediately afterwards).

An immediate increase in revenues, retention and engagement. An improvement in email engagement rates. KPI mapping and business metrics in place and being used.

Jean-Marc Broyer, RETO MOTO’s CEO had this to say: “CommerceCentric is a trusted marketing partner for RETO MOTO. They have helped us understand where the digital marketing growth opportunities are and provide us with first-rate strategic and operational marketing support for all our online channels. They have a 100% focus on delivery and results and are a great team of experts to have on our side.”