Submitted by NewGen

DUBS Versus | Turning Viewers Into Players

NewGen built a creator-led growth system for gaming app DUBS across streams, live game-shows and paid social, reporting 84,000,000+ views and 34,000+ directly tracked installs.

247Kclicks
34,000+tracked installs
84,000,000+views across influencer and paid content

Case in 60 seconds

DUBS needed to scale installs without losing authenticity, and the page states that traditional paid acquisition alone would not build the engagement or credibility the app required to grow.

The campaign appears to turn on the difference between watching a gaming app and using one, because an audience that sees creators find teammates and form squads reads the app as a utility rather than a download.

NewGen designed a multi-layered system that drove awareness and action together, putting creators at the centre of growth so that installs arrived through participation rather than through promotion.

Creators introduced audiences to DUBS through streams and social content showing real use cases, NewGen Live carried challenges and competitions including the DUBS Versus interactive live game-show, and top-performing creator content was amplified through paid media on TikTok and Snapchat.

NewGen reports 84,000,000+ views across all Influencer and Paid content, 34,000+ installs directly tracked across all activity and 247K clicks, and describes improved click-through and lowered cost per install.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gaming audiences in the United States who follow creators and their communities, reached as viewers of streams and social content and then as participants in live competition.
Gaming is described on the page as a matter of connection, teamwork and shared moments, which sits awkwardly with paid acquisition, so the work had to arrive through the people an audience already plays alongside rather than through an ad unit.
App install marketing is usually bought rather than earned, and the page states that paid acquisition alone would not deliver engagement or credibility, so volume and authenticity had to be solved by the same mechanic.
DUBS was positioned as a utility rather than another download, with creators demonstrating the specific jobs it does, from finding teammates to forming squads and competing live.
Based on the available evidence, the campaign reads as a bet that people install a social gaming app at the moment they need it to join something, which is why the live game-show carried the conversion rather than a call to action.

Creative & Execution System

Assets & channels

  • NewGen Live
  • Snapchat
  • TikTok
  • live game-show
  • social content
  • streams
  • video

Partners

  • NewGen (lead_agency)

Participation mechanic

  • Audiences competed alongside their favourite creators in challenges and competitions run through NewGen Live, including DUBS Versus, an interactive live game-show where creators and their communities played in real time.

Results & Evidence

MetricValueResult type
clicks247Ktraffic
tracked installs34,000+revenue
views across influencer and paid content84,000,000+video_views

Why NewGen's strategy worked

  1. 1

    Demonstration converts better than description in app marketing, because showing creators finding teammates and forming squads establishes the product as a tool the audience already has a use for.

  2. 2

    Live formats turn an audience into a participant list, because a game-show in which communities compete in real time makes the install a condition of taking part rather than a request made after the content.

  3. 3

    Paid media works hardest as an amplifier of proven creator content rather than as a separate acquisition line, because selecting on organic performance before spending improves click-through and lowers cost per install.

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