Kinguin almost triples their results during the peak season with the Mitgame partnership

Kinguin kicked off its collaboration with Mitgame in early 2021, marking the beginning of a partnership that would soon see a significant expansion in both the number of partners and impressive sales figures. Discover below how Mitgame played a pivotal role in Kinguin’s growth throughout 2023, a period during which the Gross Merchandise Value (GMV) nearly tripled during the peak season.

About Kinguin

Kinguin has been the original games marketplace since its inception in 2013. Today, it boasts a thriving community of almost 18 million customers, all dedicated to making digital gaming accessible to everyone. Kinguin offers a platform where users can buy and sell games, ensuring competitive prices and a wide selection of digital products. 

From sponsoring esports teams like TSM and Fnatic to offering over 100,000 unique digital products, ranging from high-demand titles like Witcher and Hogwarts Legacy to Netflix subscriptions, PlayStation Network Gift Cards, Xbox Game Pass, and cutting-edge web 3.0 technologies, including NFTs. At the heart of Kinguin’s mission is a desire to democratize access to gaming, ensuring that players worldwide can explore and enjoy a vast selection of digital products, making the gaming community more inclusive.

Campaign objectives

Kinguin’s primary goal has been to drive more sales while focusing on both new and returning users. This effort included retargeting campaigns, acquiring new users, and converting returning visitors into loyal customers. 

However, the company aimed for a strategy that not only focused on sales volume but did so in a scalable and efficient manner. With a solid understanding of affiliate marketing campaigns from previous collaborations, Kinguin recognized their potential for supporting efficient scalability and reinforcing the company’s consistent year-over-year growth. 

Formula for success

In 2021, Kinguin partnered with Mitgame to amplify its sales and market presence—a collaboration that continues to this day. Mitgame’s extensive affiliate network and digital marketing expertise provided Kinguin with a unique opportunity to reach a broader gaming audience while optimizing costs. 

The cooperation focused on retargeting campaigns for returning users and leveraging cashback and promo offers aggregators to close sales. Kinguin strategically excluded media buying services from the partnership, handling paid campaigns internally. During key sales periods, such as Black Week in November, cashback and promo code services significantly contributed to sales, with cashback generating 10% of sales and promo code services accounting for 8%.

Collaboration results

The partnership has led to significant growth in both generated orders and Gross Merchandise Value (GMV), particularly notable from July to October. The data not only underscores the effectiveness of the employed marketing strategies but also highlights the seasonal trends that impact consumer behavior in the gaming industry. The remarkable performance in November, where orders exceeded 57,000 and GMV nearly tripled the initial annual amount, highlights the peak of this successful collaboration.

Our experience with Mitgame has been phenomenal, largely thanks to a dedicated account manager who’s always there for us, responding quickly to any query or challenge we face. It’s this kind of personal touch and immediate support that has made a difference for us at Kinguin.

Natalia Górecka

Head of Affiliate Marketing at Kinguin

Kinguin stands out as a remarkable success story, largely attributed to their agile team and their unwavering openness to experimentation with new hypotheses and tools. This adaptability not only makes them a stellar example of an online gaming advertiser but also underscores their dedication to nurturing partnerships with affiliates in both B2C and B2B realms. We are committed to fostering this partnership and assisting Kinguin in its continued growth by meeting all its affiliate marketing requirements.

Julia Lebedeva

CEO, Mitgame

Plans for the future

Looking ahead, Kinguin, with Mitgame by its side, is keen on expanding. Mitgame’s strong worldwide presence will be instrumental in building brand awareness and tailoring Kinguin’s marketing strategies to meet the unique demands of the local markets.

Kinguin and Mitgame’s partnership represents a strategic alignment that not only drives sales but also opens pathways to new markets and opportunities. 

Take your game to the next level with partner marketing. Email us at info@mitgame.com, and we will work with you to make a marketing strategy to meet your goals.