Case study
G5 Entertainment levels up player reach with Video and Native ads
The goal: Power up ad performance ahead of peak season
G5 Entertainment, a global leader in casual gaming, wanted to grow their base of new players across the Microsoft Advertising Network ahead of their Q4 peak season. With the North American market generating over 60% of G5's revenue, the team saw an opportunity to reach and convert more potential players faster.
But first, they had to rethink their campaign strategy...
G5 had been running broad Search and Native ad campaigns without audience segmentation, leading to multiple ad disapprovals and weak performance. After resolving these issues, the team set out to rebuild its strategy around how players discover new games and turning that curiosity into clicks.
The solution: New formats and audiences built to boost engagement
Partnering with Microsoft Advertising, G5 expanded their approach with formats and audience strategies designed to connect with ready-to-play gamers. The refreshed mix focused on Video and Native ads and stronger audience signals.
G5’s new strategy included...
- Video ads for lower CPA: Incorporating Video ads gave G5 a visual, high-impact way to introduce players to new titles, quickly becoming the most efficient ad format.
- Remarketing that reconnects: Impression-based remarketing helped G5 re-engage people who had shown early interest, strengthening the path to conversion.
- Native ads with refined audience structure: The team reworked its Native ads strategy, including in-market gaming segments and dedicated affinity groups. This helped G5 tap into Microsoft Advertising’s first-party data. Supported by in-market audience targeting, this structure improved efficiency and scale.
- Search to support intent-driven players: Search campaigns continued to capture players actively looking for new games, while Audience ads delivered higher engagement and attracted users who often converted after a trial period.
Using this new approach, G5 built a clearer, more engaging journey from first glance to first play.
The results: CPAs fall, conversions climb, and momentum builds
Once the new strategy was in motion, G5 saw immediate performance improvements. Video ads quickly delivered the lowest CPA, outperforming all other ad types. At the same time, impression-based remarketing drove a 50% lower CPA than other audience segments. This helped G5 re-engage people who had already shown interest, guiding them toward gameplay. But the strongest lift came from the refined Native ads approach. With gaming-focused in-market segments and affinity groups shaping its structure, these ads began driving the majority of paid user conversions. The strong performance made Native ads a key part of G5’s ongoing acquisition plan.
“Our teams have worked incredibly hard to bring these exceptional results to life. By streamlining Native campaigns and implementing video formats, we’ve been able to deliver CPA drops that not only meet today’s needs, but also lay a strong foundation for what’s coming next.”
— Darya Brazovskaya, Internet Marketing Manager, G5
How you can achieve similar success
- Design solutions around your audience and KPIs: Tailored strategies aligned with your goals help ensure every campaign decision supports your targets.
- Stay open to new formats and ideas: G5’s willingness to test fresh approaches helped the company uncover formats that delivered stronger results and long-term gains.
- Work as one team from start to finish: The close partnership between the Microsoft Advertising team and G5’s Performance Team made it easier to explore new approaches and adapt quickly.
“Working closely with the Microsoft Advertising team helped us move faster and deliver better player experiences. Their expertise and technology gave us new ways to grow engagement and long-term value. We’re excited to deepen our partnership as we expand our acquisition efforts.”
— Andrey Yakovlev, Internet Marketing Team Lead, G5
Microsoft Advertising Platform highlights
- Video ads for immersive discovery
- Native ads for scalable reach
- In-market audience targeting for precision
- Impression-based remarketing to reconnect high-intent players
Results at a glance
- Lowest CPA from Video ads
- 50% lower CPA through impression-based remarketing
- Native ads drive most paid user conversions
Ready to bring more players into your own world? Talk to a Microsoft Advertising expert to get started.
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