YEAR: 2021 – 2023
The Cometh Ecosystem is an innovative, play-to-earn environment for a new generation of players. The Cometh team launched the first game – Cometh Exploration – where players fly spaceships that are tasked with mining asteroids for tokens. After that, cometh continuously worked on refreshing the brand and expanding its Ecosystem – called Cometh Beyond.
However, the team urgently needed an in-depth go-to-market & marketing strategy, including user base acquisition, brand positioning, content, and a community growth plan.
This is where the RZLT team stepped in. Our mission was to improve the existing marcoms, prepare for a new game launch, & support and communicate the rebranding – all within a limited time frame & resources, as is often the case with highly competitive web3 environments.
Marketing Strategy Social Media Community
Content Creation Guerrilla Marketing
RZLT designed a strategy that puts the community in focus. In the gaming industry, especially GameFi, the community is the key factor for growth.
The RZLT team crafted and executed a plan to rebuild the community sentiment. RZLT developed a growth & acquisition funnel where users enjoyed the passive earning feature, but most importantly, went to Cometh as a one-stop shop.
Free to Play Play & Earn Play to Own
GameFi your NFT Experience
Top of the funnel: we started by identifying & covering all educational materials and in-game tutorials and, for instance, developing & connecting the Documentation hub to Discord, pushing user-generated content and opinion sharing, frequent AMAs and roadmap updates, POAP giveaways, event ticket giveaways, and more.
Middle of the funnel: We used it to convert early adopters into loyal players by supporting email & content marketing, video & community updates, and Twitter threads. Product-related activities included moving players from waitlist to whitelist, while keeping them excited and engaged within the Cometh Ecosystem (Cometh Beyond).
Bottom of the funnel: RZLT team focused on creative solutions allowing whitelisted users to play the Cometh Battle strategic card game before it’s live on the market. All loyal players joined a separate Alpha VIP group where they were in contact with the product development and funding team to give feedback and be a part of game development. The Reward system and Discord leveling served as enhancements.