Fetch Drives Explosive Mobile Game Growth through Super Bowl Partnership with adjoe

Fetch, America’s Rewards App, has revolutionized mobile rewards by rewarding consumers every time they shop or dine. In 2024, they took it further with Fetch Play – an adjoe-powered Arcade integration that lets users earn points simply by playing mobile games. No purchase necessary.

When Fetch unveiled their plans for their game-changing Super Bowl activation “The Big Game” to adjoe, it was clear this wasn’t going to be just another campaign. And when Super Bowl Sunday finally arrived, it delivered on that promise.

Immediately following their massively successful $1.2M livestream giveaway Fetch offered its users another audacious prize – $1M. The premise for users was simple – download and play a new Fetch Play game and be entered for a shot at the life-changing cash prize. But it was complex – and unprecedented – for our systems.

This limited-time promotion, came with several critical challenges:

• Being prepared for a concentrated two-minute traffic surge of up to 1,000x the regular load.
• Ensuring advertisers, mobile measurement providers, and adjoe technology were ready for a massive surge in platform activity. 
• Coordinating with advertisers to ensure a large selection of games available to users during the sweepstakes.
• Supporting real-time tracking and verification of game installs and task completions throughout to ensure a seamless reward experience for users. 

Weeks before kickoff, adjoe’s team began architecting a solution worthy of the big moment. Tech teams from both adjoe and Fetch collaborated to ensure each respective team’s systems and infrastructure were prepared for the anticipated spike in traffic. adjoe scaled their infrastructure and database capacity to handle 1000x normal traffic volumes.

At the same time, adjoe worked closely with MMPs to prepare their attribution systems – ensuring the massive increase in installs wouldn’t compromise user attribution accuracy. 

As game day approached, adjoe deployed a dedicated tech support team that would remain on-site throughout the whole event. By implementing 24/7 coverage, and localized support, adjoe was able to ensure that communication and system monitoring never faltered.

Ultimately, for both adjoe and Fetch, the primary goal was to provide Fetch Play users a fun, rewarding, and entertaining experience. To that end, it was crucial that adjoe worked closely with their advertisers to ensure that users could discover content and access reward opportunities for the most popular games in the world.

Excited by the opportunity, advertisers readily increased their investments in adjoe in order to take advantage of the big night. The end result was clear: Fetch Play users loved the games, and engaged at record-breaking levels.

All of the prep work paid off – the platform performed flawlessly under pressure. When the promotion went live, adjoe saw 80,000 installs in the first minute alone. By hour one, half a million users had joined the gaming ecosystem.

Advertisers kept winning long after: they achieved up to 2.5x higher user quality on Android and 2.3x higher on iOS, outperforming platform averages during their Superbowl campaigns.

And as is always the case with Arcade, every user was rewarded for the engagement, generating nearly $1 million in Fetch Points through their extended gaming sessions.

The success of the Super Bowl campaign has redefined what’s possible in large-scale UA for mobile games with adjoe. In addition, the campaign proved that a multi-media approach, in this case a combination of linear TV and mobile app advertising, can function concurrently to create compelling user experiences.

This case presents a whole new opportunity for gaming companies to tap into Fetch’s and other publishers’ engaged audiences, offering a unique channel for rapid, high-volume user acquisition.

Building on this momentum, adjoe is continuing to expand its gaming and publisher partnerships, ready to replicate this success. With infrastructure now scaled up to handle 300,000 installs per second – or an astonishing 20 million installs per minute – adjoe stands ready to support the next wave of ambitious UA campaigns.

The initiative demonstrates that game studios can leverage multi-medium approaches to drive high-scale user acquisition, with adjoe’s technology ready to support these ambitious endeavors.