Case Study – Playform Labs x Chessmate
Case Study – Playform Labs x Chessmate
Driving engagement through a tactical swipe playable
Objective
Chessmate wanted to energize users during a promotional burst without relying solely on static creatives. They aimed to:
boost engagement on their website
reinforce the brand’s strategic value proposition
increase campaign ROAS and reduce CAC
Chessmate needed a fast-to-deploy, performance-focused solution that felt authentic to the brand.
Solution – Strategy Meets Play
Playform Labs built a chess-themed micro-game that invokes real gameplay instincts—quick thinking, tactical movement, and anticipation in chess. This enabled Chessmate to maximize ROI on warm audiences while lowering acquisition costs.
Playable Experience – “King’s Defense Swipe”
The playable recreated the tension and satisfaction of protecting one’s king:
threats (chess pieces or attacks) move toward the King
players swipe to block or deflect them
timing + accuracy determine final score
A download nudge appears when user wins
Designed for 20–30 second completion time, the interaction delivered fast dopamine while reinforcing strategy, core to Chessmate’s positioning.
Key qualities:
intuitive one-finger mobile control
progressive difficulty
replay motivation for higher reward value
Results
After launching the playable campaign, Chessmate saw:
4X increase in CTR
CAC (Cost per first game) reduced from ₹11 to ₹7.2
2.3X ROAS improvement
Driving engagement through a tactical swipe playable
Objective
Chessmate wanted to energize users during a promotional burst without relying solely on static creatives. They aimed to:
boost engagement on their website
reinforce the brand’s strategic value proposition
increase campaign ROAS and reduce CAC
Chessmate needed a fast-to-deploy, performance-focused solution that felt authentic to the brand.
Solution – Strategy Meets Play
Playform Labs built a chess-themed micro-game that invokes real gameplay instincts—quick thinking, tactical movement, and anticipation in chess. This enabled Chessmate to maximize ROI on warm audiences while lowering acquisition costs.
Playable Experience – “King’s Defense Swipe”
The playable recreated the tension and satisfaction of protecting one’s king:
threats (chess pieces or attacks) move toward the King
players swipe to block or deflect them
timing + accuracy determine final score
A download nudge appears when user wins
Designed for 20–30 second completion time, the interaction delivered fast dopamine while reinforcing strategy, core to Chessmate’s positioning.
Key qualities:
intuitive one-finger mobile control
progressive difficulty
replay motivation for higher reward value
Results
After launching the playable campaign, Chessmate saw:
4X increase in CTR
CAC (Cost per first game) reduced from ₹11 to ₹7.2
2.3X ROAS improvement
Driving engagement through a tactical swipe playable
Objective
Chessmate wanted to energize users during a promotional burst without relying solely on static creatives. They aimed to:
boost engagement on their website
reinforce the brand’s strategic value proposition
increase campaign ROAS and reduce CAC
Chessmate needed a fast-to-deploy, performance-focused solution that felt authentic to the brand.
Solution – Strategy Meets Play
Playform Labs built a chess-themed micro-game that invokes real gameplay instincts—quick thinking, tactical movement, and anticipation in chess. This enabled Chessmate to maximize ROI on warm audiences while lowering acquisition costs.
Playable Experience – “King’s Defense Swipe”
The playable recreated the tension and satisfaction of protecting one’s king:
threats (chess pieces or attacks) move toward the King
players swipe to block or deflect them
timing + accuracy determine final score
A download nudge appears when user wins
Designed for 20–30 second completion time, the interaction delivered fast dopamine while reinforcing strategy, core to Chessmate’s positioning.
Key qualities:
intuitive one-finger mobile control
progressive difficulty
replay motivation for higher reward value
Results
After launching the playable campaign, Chessmate saw:
4X increase in CTR
CAC (Cost per first game) reduced from ₹11 to ₹7.2
2.3X ROAS improvement