Submitted by Surgence Labs | Crypto Marketing Agency for Web3, DeFi & Blockchain Teams

OVERTAKE: 3M MAU GAMEFEST Growth Sprint

Influencer Marketing

Surgence Labs ran a three month GAMEFEST growth sprint for OVERTAKE around Golden Guardian Survivor, which the agency reports peaked at 3 million MAU.

3Mpeak MAU
30,000monthly transactions
30,000GAMEFEST POPs minted
30,000Dapp Radar ranking
30,000GGS POPs minted

Case in 60 seconds

OVERTAKE entered the three month GAMEFEST period needing to drive participation in its Golden Guardians launchpools and establish visibility in Web3 gaming, which set an activity target and an awareness target on the same clock.

The campaign appears to turn on the way Web3 gaming attention gathers inside guilds and creator communities rather than around a brand's own channels, so incentives handed to organized groups travel further than the same incentives promoted directly to players.

The organizing thesis was an incentive that moved through communities rather than an advertising push, with Survival Kit codes given to guilds, cross questing carrying players into Golden Guardians, and leaderboards turning play itself into the reason to return.

Surgence Labs distributed 8,500 Survival Kit codes to 200+ guilds and communities, ran cross questing on the Golden Guardians Telegram app that brought in 30,000+ players, and built competitive leaderboards on the OVERTAKE dashboard. KOLs were equipped with curated content kits for gameplay reviews, social challenges and referral campaigns, and two gameplay posts on X are cited as creator proof.

Surgence reports that Golden Guardian Survivor peaked at 3 million MAU, averaged 20,000 DAU and generated a $3,000 daily pay rate, alongside 1.4 million+ monthly transactions and a top 15 Dapp Radar ranking. The agency also reports 30,000 GAMEFEST POPs and 27,000 GGS POPs minted, X growth from 200,000 to 350,000, and Discord growth from 69,000 to 90,000.

Strategy Breakdown

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

Web3 gaming players reached through the guilds and communities they already belong to, together with the KOL audiences around Golden Guardian Survivor gameplay.
Based on the available evidence, attention in Web3 gaming sits with organized guilds and creator communities rather than with a project's own channels, so a launchpool campaign has to be handed to the groups that already assemble players in order to reach them at all.
A launchpool asks for an action rather than for attention, which is a harder request than a view, so the work appears to attach that action to things players wanted anyway, namely in game advantage and a place on a leaderboard.
OVERTAKE supplied the surfaces the activity ran on, the dashboard leaderboards and the Golden Guardians Telegram app, which places the brand as host of the competition rather than as its advertiser, with guilds and KOLs carrying the invitation.
Based on the available evidence, standing rather than reward alone appears to bring players back, because leaderboards and minted POPs both leave a visible record of participation that a single code redemption does not.

Creative & Execution System

Assets & channels

  • X
  • Telegram
  • Discord

Partners

  • Surgence Labs (lead_agency)

Participation mechanic

  • Players took part by redeeming Survival Kit codes handed out through their guilds, completing cross quests on the Golden Guardians Telegram app, and competing on leaderboards hosted on the OVERTAKE dashboard, with GAMEFEST and GGS POP mints recording participation.

Creator role

  • mbeNFT — creator
  • fishu_senpai — creator

Results & Evidence

MetricValueResult type
peak MAUGolden Guardian Survivor peaked at 3 million MAU, averaged 20,000 DAU, and generated a $3,000 daily pay rateperformance
monthly transactions30,000 GAMEFEST POPs and 27,000 GGS POPs minted, with 1.4 million+ monthly transactions and a top 15 Dapp Radar rankingconversions
GAMEFEST POPs minted30,000 GAMEFEST POPs and 27,000 GGS POPs minted, with 1.4 million+ monthly transactions and a top 15 Dapp Radar rankingconversions
Dapp Radar ranking30,000 GAMEFEST POPs and 27,000 GGS POPs minted, with 1.4 million+ monthly transactions and a top 15 Dapp Radar rankingconversions
GGS POPs minted30,000 GAMEFEST POPs and 27,000 GGS POPs minted, with 1.4 million+ monthly transactions and a top 15 Dapp Radar rankingconversions
average DAUGolden Guardian Survivor peaked at 3 million MAU, averaged 20,000 DAU, and generated a $3,000 daily pay rateperformance
daily pay rateGolden Guardian Survivor peaked at 3 million MAU, averaged 20,000 DAU, and generated a $3,000 daily pay rateperformance
X audience growthX grew from 200,000 to 350,000, Discord from 69,000 to 90,000, OVERTAKE Telegram from 0 to 110,000, and GGS Telegram from 0 to 100,000follower_growth
Discord audience growthX grew from 200,000 to 350,000, Discord from 69,000 to 90,000, OVERTAKE Telegram from 0 to 110,000, and GGS Telegram from 0 to 100,000follower_growth
OVERTAKE Telegram audience growthX grew from 200,000 to 350,000, Discord from 69,000 to 90,000, OVERTAKE Telegram from 0 to 110,000, and GGS Telegram from 0 to 100,000follower_growth
GGS Telegram audience growthX grew from 200,000 to 350,000, Discord from 69,000 to 90,000, OVERTAKE Telegram from 0 to 110,000, and GGS Telegram from 0 to 100,000follower_growth
CBT participantsThe Red One first CBT reached 1,193 participants, 75.75% retention, and 200 UGC piecesperformance
CBT retention rateThe Red One first CBT reached 1,193 participants, 75.75% retention, and 200 UGC piecesperformance
UGC piecesThe Red One first CBT reached 1,193 participants, 75.75% retention, and 200 UGC piecesperformance
players entered via cross questingWe distributed 8,500 Survival Kit codes to 200+ guilds and communities to boost in game performance and competition, ran cross questing on the Golden Guardians Telegram app that brought in 30,000+ players, and built competitive leaderboards on the OVERTAKE dashboard.performance
Survival Kit codes distributedWe distributed 8,500 Survival Kit codes to 200+ guilds and communities to boost in game performance and competition, ran cross questing on the Golden Guardians Telegram app that brought in 30,000+ players, and built competitive leaderboards on the OVERTAKE dashboard.scope
guilds and communitiesWe distributed 8,500 Survival Kit codes to 200+ guilds and communities to boost in game performance and competition, ran cross questing on the Golden Guardians Telegram app that brought in 30,000+ players, and built competitive leaderboards on the OVERTAKE dashboard.scope

The Work

Xfishu_senpai/status/1859922487489810852XmbeNFT/status/1854191846362161205

Why Surgence Labs | Crypto Marketing Agency for Web3, DeFi & Blockchain Teams's strategy worked

  1. 1

    Incentive codes routed through 200+ guilds and communities appear to function as distribution rather than as reward, because each guild already holds a roster to hand them to and a competitive reason to spend them once holding them.

  2. 2

    Cross questing reads as a way of moving an audience that already exists between two properties, since the 30,000+ players it brought in arrived through a Telegram app they were using rather than through a destination built for the campaign.

  3. 3

    Equipping KOLs with content kits for reviews, challenges and referrals suggests the aim was repeatable output across many creators rather than one high reach placement, which suits a three month period where activity has to sustain rather than spike once.

  4. 4

    Reporting a peak of 3 million MAU next to an average of 20,000 DAU suggests an incentive shaped surge, because the distance between the two numbers is where retained play would otherwise show, and the page reports them together.

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