Zorka.Agency and Azur Games: INFINITY OPS Mobile Shooter Pre-Release Campaign
Zorka.Agency ran a 13-influencer YouTube pre-registration campaign for Azur Games' mobile shooter INFINITY OPS, reporting 1.3M combined pre-registrations with the influencer channel driving about 28% of the total.
Case in 60 seconds
Azur Games had to reach at least one million pre-registrations for INFINITY OPS by release day with the launch only two weeks out, and its in-house team had run traditional sources such as Facebook but nothing at the pre-registration stage.
Because the Android release meant most available users were located in Latin America rather than the originally planned English-speaking markets, matching influencer geography to platform availability mattered more than matching it to a language plan set in advance.
Add an influencer marketing channel to an in-house Facebook campaign for the pre-registration stage, choosing YouTube and shifting targeting from English-speaking to Latin American creators to match where Android users actually are.
From a database of more than 300,000 bloggers across 90 countries the team pre-selected 30 and booked a final media plan of 13 YouTube influencers, including the NoahsNoah channel, running March 28 to April 19, 2018 worldwide except China and CIS against men aged 18 to 35 on Android, with the focus shifted from English-speaking audiences to Latin America and one influencer who quit mid-campaign replaced with substitutes.
The agency reports 1.3 million combined pre-registrations from Facebook and the influencer campaign over the 22-day run, with the influencer channel generating about 28% of that total, a roughly 32.5% conversion-to-install rate after release, over 3 million sessions on the first day post-launch, and over 2.3 million MAU from the entire campaign.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- YouTube
Partners
- Zorka.Agency (lead_agency), Zorka.Mobi (lead_agency)
Creator role
- NoahsNoah — creator
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| MAU | over 2.3M from the entire campaign | performance |
| conversion-to-install post-release | Conversion-to-install post-release: ~32.5% | revenue |
| conversion-to-install rate | ~32.5% | performance |
| influencer share of total pre-registrations | Influencer campaign generated ~28% of total pre-registrations | performance |
| influencers in final media plan | 13 influencers | creators_count |
| influencers in final media plan | Database of 300k+ bloggers across 90 countries → pre-selected 30 → final media plan of 13 influencers | creators_count |
| launch-day sessions | 3M+ sessions on launch day (April 19) | traffic |
| pre-registrations | 1.3M pre-registrations | performance |
| pre-registrations | Over 22 days: 1.3M pre-registrations (combined Facebook + influencer channels) | creators_count |
| sessions | over 3 million on first day post-launch (April 19) | traffic |
Why Zorka.Agency's strategy worked
- 1
Matching influencer geography to platform availability, here shifting from English-speaking creators to Latin American ones because the app launched Android-only, avoids paying for pre-registration clicks in markets the app cannot yet serve.
- 2
Matching influencer audience geography to platform availability keeps traffic from landing where the app cannot be installed, which is why an Android-only announcement moved the buy from English-speaking audiences to Latin America.
- 3
Creators cannot produce gameplay footage for a game nobody can play, so a pre-registration brief has to arrive with video content attached rather than expecting the channel to originate it.
- 4
The influencer channel is credited with about 28% of the 1.3M total while Facebook ran alongside it, so the honest reading is a contribution to a blended figure rather than a standalone channel result.
- 5
A shortlist of 30 narrowed to 13 bookings was enough against a target of not less than one million pre-registrations, and with the launch two weeks away the binding constraint on the plan reads as calendar rather than list length.