Case Study: Gameskraft

Role: Director of Digital

Industry: Consumer tech, B2C, D2C, gaming

Website: https://www.gameskraft.com

Context

Gameskraft operated multiple casual and real-money gaming products in a regulated environment. When I took ownership of growth, CAC was volatile, payback periods were long, and acquisition scale was capped by Google and Meta policy constraints. Growth volume was not the problem. Economics and predictability were.

My mandate was to stabilise unit economics and scale revenue without increasing acquisition risk.

The Real Constraint

The business was optimising for installs and low CAC instead of long-term value.

This created three risks:

• High spend could not scale beyond two platforms
• User quality varied wildly across cohorts
• Fraud and low-intent traffic silently eroded LTV

Without fixing early signals and cohort quality, any increase in spend would have collapsed contribution margins.

Decision 1: Diversify acquisition away from platform dependency

I reduced reliance on Google and Meta by building a diversified acquisition mix spanning affiliates, creators, partnerships, ad networks, and offline distribution.

Each channel was treated as a separate profit centre with its own LTV and payback benchmarks.