How Wargaming Expanded the World of Tanks Player Base with Mitgame

In the highly competitive world of online gaming, keeping the player base engaged and continually expanding is crucial for success. Wargaming, the developers behind the immensely popular World of Tanks, faced this challenge head-on. To bolster their player numbers and re-engage lapsed users, they partnered with Mitgame. This case study delves into the successful collaboration between Wargaming and Mitgame, detailing the strategies implemented and the impressive results achieved in the World of Tanks affiliate program.

About Wargaming and World of Tanks

Wargaming is an award-winning online game developer and publisher specializing in MMO titles. Founded in 1998, Wargaming has grown to become a leader in the free-to-play market, delivering immersive, strategic gaming experiences to millions of players worldwide. Their flagship product, World of Tanks, has set the standard for online tank warfare games, offering a blend of tactical gameplay, historical accuracy, and intense combat. It has captivated millions of players globally.

Affiliate Program Goals

The primary objectives of the campaign were twofold: to acquire new players for World of Tanks and to win back previous users who had stopped playing. By targeting both new and former players, Wargaming aimed to not only grow its player base but also re-engage lapsed users, reinforcing the game’s strong community and maintaining its competitive edge in the online gaming market.

Strategy for Growth

To achieve these goals, Wargaming and Mitgame implemented a comprehensive affiliate marketing strategy leveraging Mitgame’s expertise. The core components of the strategy included dividing the campaign into various payment models to determine the most effective ones.

High-quality blog posts, articles, and social media content were created to showcase the features and benefits of World of Tanks. These were distributed through various gaming websites and social media channels to maximize reach and engagement. Mitgame’s advanced analytics and tracking tools were utilized to monitor campaign performance in real time, enabling quick adjustments and optimizations to enhance effectiveness and ensure the campaign met its goals.

The campaign was run worldwide and divided into different payment models: SOI (Single Opt-In), CPP + Winback (Cost Per Player plus reaching returning players who hadn’t logged into the game for a while), and active registration where payment is for login. Additionally, Mitgame implemented a program where higher commissions were provided to loyal and effective publishers. This incentive not only motivated affiliates to perform better but also ensured that the most productive publishers were rewarded for their contributions.

Campaign Results

The campaign achieved significant engagement for World of Tanks. In the past 18 months of the campaign, over 35,000 new players were acquired. When comparing Q1 2023 and Q1 2024, the World of Tanks affiliate program noted a 32% increase in acquired users. January was particularly successful, driving this growth with a 55% increase in new players. These results underscore the effectiveness of the campaign and the strategic partnership between Wargaming and Mitgame. The most effective traffic sources in this campaign were content websites, which were driving a substantial number of player registrations.

Future of the Cooperation

We have been working with Mitgame for over five years, and during this time, we’ve built a strong partnership. Mitgame’s wide and diverse network of partners and traffic sources played an important role in bringing tens of thousands of new World of Tanks players from all around the world. 

What makes Mitgame special is not just their strategic approach but also their focus on building good relationships. Their managers go the extra mile to ensure our partnership continues to grow. Their professionalism and dedication have made working with them easy and rewarding.

Overall, our long-term partnership with Mitgame is a valid part of the Wargaming Affiliate Program. We look forward to many more years of successful collaboration.

Ekaterina Katchenko

WOT Affiliate Marketing at Wargaming

By leveraging Mitgame’s extensive network and expertise in gaming affiliate marketing, World of Tanks attracted a great number of new players, increased brand visibility, and strengthened its position in the competitive online gaming market. Building on this success, Wargaming and Mitgame plan to continue their collaboration for future player acquisition initiatives, driving further growth and innovation for World of Tanks.

Are you ready to take your game to the next level? Reach out to the Mitgame team via the contact form below or send a message to info@mitgame.com to run your own successful campaign today!