Case Study: How a Gaming Brand Replaced Attribution with Integrated Impact Modeling (IIM) to Unlock Growth

Overview An online gaming company with four sales platforms and a global user base reached a performance plateau. Attribution models once drove growth, but with increasing data limitations and shifting user behavior, the models began to fail. A new CMO introduced Integrated Impact Modeling (IIM), resulting in a 30 percent reduction in performance media costs and a monthly user increase from 45,000 to 75,000.

The Challenge The company operated across multiple distribution channels, including mobile and desktop app stores. Their go-to-market model offered free trials and in-game purchases, making it difficult to map conversions back to their source. Attribution visibility dropped to just 35 percent due to:

• Cookie restrictions and browser blockers

• VPN usage and anonymous user behavior

• Fragmented point-of-sale data across platforms like Apple, Google, Sony, and Steam

Influencer marketing, content campaigns, and conference sponsorships showed promise, but the impact was not measurable using traditional attribution tools.

Strategic Shift A newly appointed CMO identified the limitations of attribution-based thinking and guided the company through a full adoption of Integrated Impact Modeling. Instead of attempting to connect each impression to a conversion, the new strategy focused on system-wide signals of demand.

Key Changes Implemented:

• Shifted from click-level tracking to regional and temporal performance analysis

• Measured follower growth across Twitch, Reddit, YouTube, and Discord

• Tracked trial-to-paid conversion by cohort and geography

• Monitored sentiment, buzz, and earned attention following influencer campaigns

• Evaluated spikes in organic installs and retention by content exposure window

Results After 6 Months

• 30% decrease in paid media cost per acquisition due to better budget allocation

• 75,000 new monthly users, up from 45,000 prior to IIM

• 4x increase in engagement on owned channels, driven by more targeted influencer and content marketing

• 2x improvement in influencer ROI, using regionally targeted campaigns and performance proxies

Why It Worked Attribution models failed to capture the complexity of the gaming user journey. With multiple paths to purchase and untrackable touchpoints, the team was optimizing based on incomplete data. IIM allowed the brand to:

• Use behavioral signals instead of direct attribution

• Focus on correlated trends and feedback loops from community engagement

• Allocate resources to campaigns that demonstrated indirect but significant impact

Conclusion This gaming company’s story is a lesson in strategic leadership. Their CMO rejected legacy thinking and redefined measurement not as a binary , but as a spectrum of influence. IIM gave the team the confidence to invest in social content, community engagement, and long-term brand health.

Key Takeaway: Letting go of attribution opened the door to smarter growth, broader brand presence, and measurable business results.

IIM is not about tracking everything. It is about measuring what moves the market.