iFUN Games FINAL 5 TikTok launch campaign

iFUN Games was launching a new mobile game, FINAL 5, had no influencer marketing programme in place, and needed high-quality installs at a low cost. Mobile game launches live or die on install economics, and the brief was performance marketing rather than a culture-led idea: deliver installs efficiently while the client entered influencer marketing for the first time. House of Marketers' insight was that a broad group of smaller UGC creators narrating the game can convert users faster than a few large influencer placements.

House of Marketers recruited 50 tech-savvy TikTok UGC creators to tell the story of the FINAL 5 launch in their own videos, supported by the agency's in-house game-marketing content team. The creator content ran on TikTok targeting US users aged 18 and over during the launch window. A roster of that size gave the launch many creative variants at once, which suits a cost-per-install brief better than a small number of hero placements, and framing the content as the story of a new game matched how gaming audiences discover titles on the platform.

Pairing external creators with an in-house team fluent in game marketing kept the volume of content pointed at conversion, and a tight audience definition kept the campaign measurable against one cost metric. All activity ran on TikTok. The agency reports a $1.21 cost per install, but no install volume, spend, dates or benchmark is disclosed, and the source page is truncated, so the execution and results detail may be incomplete. The figure comes from House of Marketers' own case study, recovered from an archived copy, and is not independently verified.