Focusing Dev Resources on Game Development Instead of User Engagement & Retention Marketing with Snapyr
Explore how Splinterlands, the biggest blockchain-based game in the world, used Snapyr to focus their development efforts on the game and allow the community management team to design and implement campaigns on their own
Splinterlands is one of the most popular blockchain-based games in the world. The game has grown over 30x since just the beginning of 2021 to over 400,000 daily active accounts and large numbers of new players are signing up daily. It’s a collectible card game built on the Hive blockchain where players can trade, buy or sell digital assets and earn cryptocurrency and other in-game rewards.
Splinterlands was looking for a powerful yet simple solution to stay in touch with their players and keep them coming back. Their highly talented development team was focused entirely on game development and didn’t have the bandwidth to implement customer engagement campaigns. By integrating Snapyr, they enabled their community management team to build and run their own campaigns.
Matt Rosen, Co-founder and CTO of Splinterlands
Strategy & Goals
The community management team wanted to drive purchases of the Splinterlands ‘Summoner’s Spellbook’. They wanted their campaign to use the following logic:
If a player registered a week ago and has participated in a battle, send them one of two emails as an A/B test to see which was more effective in driving purchases.
If a player registered a week ago and has not participated in a battle, send them one of three emails as an A/B/C test to see which is most effective.
Once Splinterlands integrated Snapyr into their game, their community management team quickly built the following campaign. Take a look at the campaign, and you should be able to follow the logic.
You can see the green WHEN block is configured so that the campaign runs every day at 9a ET.
The blue FOR block then loads the audience called “7 Days - No Spellbook.” We’ll see the criteria for this audience further below. All of the blocks contained within the FOR block are executed once for each member of the audience.
Next, the campaign uses the IF block to check if this audience member has the trait “Has_battled” has no value. This trait is set to True when a member has battled. Otherwise, it has no value. So, by checking if “Has_battled” has no value, the campaign checks if that audience member has not yet battled.
If the audience member hasn’t battled, an A/B/C test sends the member one of three email templates. You can see these in the first three PUBLISH blocks.
Otherwise, if the ‘Has_battled’ trait is True, an A/B test sends one of two emails to the audience member.
Let’s take a look at the definition of the audience used in the above campaign -- “7 Days -- No spellbook.”
This audience is all of their users who joined a week ago. This is accomplished by looking at all users whose “join_date” trait is between 8 and 7 days ago AND All users whose trait “starter_pack_purchase” equals False signifying they have not purchased the starter pack of the Summoner’s Spellbook.
The community management team was able to design their email creatives right within Snapyr. Here’s the design of one of the emails entitled “7 Days - No Purchase, No Battle (SHORT)”. Using a simple drag and drop interface, they were easily able to build a series of emails to engage their players.
Snapyr is a win for Splinterlands! The game development team is happy because they are able to focus on their game. The community management team is happy because:
They are now able to design and implement campaigns on their own.
They are able to create hyper-targeted audiences in minutes. And, these audiences always stay up to date.
They are able to run A/B tests very easily and see results in real-time.
They get immediate tracking on engagement with their creatives and immediate answers to questions such as: how many people opened the messages I sent out? or how many people clicked on the links within the messages?