Xsolla: full-funnel growth marketing across 15+ channels
An integrated program across search, content, automation, partnerships and conversion that grew annual revenue 177% and monthly traffic 10x.
- Client
- Xsolla
- Sector
- Gaming and game monetization
- Starting point
- 2017
- Focus
- Acquisition, conversion and retention
The challenge
In 2017, Xsolla had a strong presence in the gaming industry, with solid revenue and traffic. Growth potential remained untapped across key digital channels.
Brand awareness, user acquisition and customer lifecycle engagement needed to scale. The objective was to accelerate growth while improving efficiency at every stage of the customer journey.
Objectives
- Build a scalable referral program to amplify word-of-mouth
- Uncover and convert missed acquisition and retention opportunities
- Establish Xsolla as a thought leader in game monetization
- Improve onboarding and customer experience across touchpoints
- Expand reach through influencer, partnership and social content strategies
- Implement full-funnel analytics and page-level tracking
Strategy and execution
A comprehensive full-funnel marketing program was designed and deployed, integrating acquisition, conversion and retention efforts across 15+ channels.
SEO and content strategy
- Doubled organic search performance through on-site SEO, content hubs and link building
- Created high-converting landing pages tailored to buyer personas
- Outranked competitors by targeting category keywords with custom creative and ad bidding strategies
Email marketing and automation
- Launched multi-stage nurture campaigns for product education and re-engagement
- Implemented marketing automation to support onboarding and upsells
Conversational marketing
- Deployed chatbots for qualification, FAQs and demo scheduling
- Reduced sales cycle duration with real-time support and handoff to SDRs
Paid media and retargeting
- Ran paid search and social campaigns optimized for each funnel stage
- Built layered retargeting strategies based on user behavior and engagement scores
Strategic partnerships and tradeshows
- Activated alliances with publishers, tech partners and platforms
- Sponsored and exhibited at key gaming industry events to drive pipeline and visibility
Influencer and PR activation
- Collaborated with gaming influencers to build social proof and brand authority
- Managed PR campaigns highlighting product milestones and success stories
Optimization and tracking
- Streamlined the booking engine UX and implemented A/B testing
- Added tracking codes and analytics layers across all digital assets for performance monitoring
Brand and community building
- Created developer case studies to showcase monetization results
- Maintained a consistent presence across Reddit, Medium, LinkedIn and YouTube
- Participated in panels and published thought-leadership content to shape the category
Results
177%
increase in annual revenue.
10x
increase in monthly traffic.
2x
growth in organic search.
Customer retention and lifetime value also increased.
The takeaway
Strategic alignment between brand, technology and marketing execution.
By implementing an integrated growth strategy across search, content, automation, partnerships and conversion optimization, Xsolla achieved dramatic and sustainable revenue growth.
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