Go-To-Market

Web3 tactics, meet Web2 Audiences

The Web3 audience is important because of social dynamics.

The web2 player base is important because of scale.

Our games use incentive powered growth loops on an ongoing basis, and accelerate them with web2 traffic.

The two audience types interact both directly and indirectly.

All players participate in the game economy and our rewarded event ecosystem.

Our more web3-leaning community will participate on additional layers.

This includes deeper financial participation and event co-hosting.

A growing baseline of activity provides gunpowder for the web3 attention economy.

Strong monetization is a prerequisite for large scale UA activity.

As our game matures, we are able to increase weekly ad buys and accelerate growth.

This in turn will lead to a larger economy, larger prize pools, and more within-web3 growth.

Role of Performance Marketing (redundant w/ the above)

The Tribo growth playbook combines traditional performance marketing with web3-enabled social dynamics.

Success in this arena requires games to be monetized well, and marketable via short form video.

Our team has plenty of expertise to lean on here.

Proficiency with web2 tactics creates a competitive advantage during this initial stage of web3 gaming.

What about web3 growth?

We build for three pillars: conviction, financial participation, social footprint,.

Web3 news travel across fragmented channels, largely peer to peer.

Financial opportunities and social proof are critical.

Our growth playbook uses live operations to create attention bursts.

This means rewarded competitions and high-impact partnerships.

We are using a repeatable format, that we can keep modifying, accelerating and adding on top of.

The goal is not to have two separate channels for reaching users, but to have them support each other.

Web3 monetization and growth loops allow us to pursue web2 UA more aggressively.

Web2 traffic supports a lively event ecosystem.

This enables bigger reward pools and higher impact web3 activations.

Controlled Growth and Continuous Iteration

The first wave of play-to-earn games showed us both the power and fragility of the player-speculator combination.

Users could pair capital with engagement in order to earn a share of new assets released to circulation.

FOMO and attention focused on new game launches. Shortly after a game went live, participants were already asking whether they are already too late to the party.

In this model, player enjoyment and spend were predicated on inflow of players and new capital. Eventually momentum stalled and the feedback loops turned in the other direction.

This often lead to a very fast collapse with weak chances of a comeback.

A badly configured on-chain economy can act the main feature of interest as well as the bug that dooms ecosystems to be temporary.

By contrast, The Tribo Games model aims at sustained and controlled growth.

For the long haul, we rely on our ability to attract new players on an ongoing basis and outside the context of a new game launch.

This is the playbook of succesful live service mobile games, altered to fit the web3 context.

A key element of live operations is continuous improvements.

Badly configured ecosystems peak early. They are by design most interesting during their initial growth phase.

Our controlled growth model allows for early joiner advantage, but not at the detriment of later generations of players.

As the game and its revenue model matures, the inflow of new users increases in value.

This allows us to increase budgets for event rewards and for other forms of user acquisition.

Rollout Phases

Phase 1: Pre-launch iteration (0 to 1000)

During the first live phase our games go through open iteration at very early stage of development.

Community input allows us to derisk games and novel aspects of the gameplay or economy.

Growth during this phase is largely organic and modest in scale.

This “quiet” test phase is best suited to onboarding high-conviction community members and growing our partner network.

On-chain rewards during this phase are somewhat on and off, and promoted selectively.

The delivery is often delayed, and manual.

The incentive model is best suited those with most conviction and long time horizon.

Phase 2: Controlled Growth (1k to 100k+)

Rumble Arcade enters the next phase after minting Rumbler NFTs and activation of the persistent economy.

Automated reward delivery allow us to scale up and enter a faster cadence of reward drops.

The player base will broaden beyond early fans, and can now also include also players with shorter time horizons.

In this phase the marketing efforts still target clusters of players as opposed to individuals.

Players are often onboarded in a social context.

Starting a game together with people you know spices things up and makes these users more churn-resistant.

Incentives in this phase are primarily tokens, and secondarily new Rumbler NFTs.

Importantly, controlled does not necessarily mean slow.

Onchain rewards will be tuned upwards to match demand, driven by player engagement.

Phase 3: Aggressive Performance marketing (uncapped)

The most aggressive scale-up phase starts once the product is mature enough to support profitable performance marketing.

The growth tactics of the previous phase are supplemented by advertisement spend across social platforms.

Scale from web2 channels unlocks more powerful web3 activations.