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Web-to-game user acquisition

Our campaigns usually end on a publisher's landing page, where the player registers before anything else happens. Nomads Digital builds user acquisition around that path: for browser games, for games with a web sign-up, and for publishers bringing players to their own web shop.

Scale my game
Players acquired
37K+
Impressions served
4.8B+
Creatives tested
1,600+
Countries
18

Across our six published case studies. Nomads campaign data, January 2025 – September 2026, rounded down.

01

What is web-to-game user acquisition?

It is paid advertising that brings new players to a page the publisher controls: a landing page, a registration page or a web shop. The player signs up there first. Every campaign follows the same stages: click, registration, install, retention, payer.

Because the page belongs to the publisher, so does everything on it. The sign-up can be tested and improved, the publisher knows who registered, and each registration can be traced back to the ad, the market and the day it came from.

02

Why are game publishers moving players to the web?

Web shops have become a standard part of running a live game. In a 2026 FastSpring and Omdia survey of 110 senior games executives, 59% already ran a direct-to-consumer web store and two thirds of the rest planned one. A web shop needs players who know the way to it, and paid traffic that starts on the web is the most direct route there.

The same applies to every game with a web sign-up. When the first step happens on the publisher's own site, the funnel before it and the page itself can be tuned together, instead of handing the player over to a page nobody can change.

Source:

03

Do you work with browser games?

Yes. Browser games are where web-to-game user acquisition started: the player clicks, registers on the publisher's site and starts playing in the same tab. Publishers we have worked with include Travian Games, Goodgame Studios and InnoGames, all known for their browser strategy games.

04

How do you get more visitors to register?

By making the step before the sign-up part of the game. An interactive funnel lets the player pick a hero, a faction and a reward before they reach the landing page; a prelander does the same in one screen for fast-moving traffic. The angle that earned the click carries through every step, so the sign-up feels like the next scene.

Several versions run side by side, and the one that brings in more registering and paying players wins. You see registrations per market, per creative and per day, from the first test onwards.

  • Interactive funnels and prelanders in the game's own art, in 20+ languages
  • Creatives built on tested angles, refreshed as they wear out
  • Traffic from 15+ sources, including native, search and social networks
  • Tracking from the click to the registration, the install and the paying player

Live demos

Play one, right here.

These are real funnels, exactly as a player sees them. Pick a hero, make your choices and see how it hands over at the end.

Proof

Campaigns behind the numbers.

Three long-running campaigns, with what we built, where it ran and the players it brought in.

All case studies
  • Rise of Kingdoms

    4.2K+

    Players acquired

    Rise of Kingdoms

    Strategy

    Pick an ancestor, found a civilisation.

    What we built
    Two interactive funnels that turn the first minute of the game into a choice: which ancestor leads your people.
    How it ran
    18 months live across ten-plus European markets and the US.
    Impressions
    220M+
    Creatives tested
    210+
    Countries
    10+
    Months live
    18
    Read the case study on Rise of Kingdoms
  • State of Survival

    3.7K+

    Players acquired

    State of Survival

    Survival strategy

    Zombies at the gate — who do you put in charge?

    What we built
    Four story funnels that drop players into day one of the outbreak, plus a prelander for fast-moving traffic.
    How it ran
    14 months live across Europe, the US and Taiwan.
    Impressions
    240M+
    Creatives tested
    230+
    Countries
    8+
    Months live
    14
    Read the case study on State of Survival
  • Stormshot

    10K+

    Players acquired

    Stormshot

    Adventure

    One screen, one tap, straight into the adventure.

    What we built
    A lightweight prelander built for speed: game art, one promise, one button — so the click goes straight on to the game.
    How it ran
    Live for 21 months, running from the DACH region to the US and Korea.
    Impressions
    1B+
    Creatives tested
    160+
    Countries
    5+
    Months live
    21
    Read the case study on Stormshot

Questions

Asked before every brief.

What is web-to-game user acquisition?
Paid advertising that sends new players to a page the publisher controls, such as a landing page, a registration page or a web shop, where they sign up first. Results are tracked from the click to the registration, the install and the paying player.
Does the registration come before or after the install?
Before. On the web the player registers first, so the stages run click, registration, install, retention, payer, and registrations usually outnumber installs.
Do you build the landing page or the web shop?
The landing page and the shop stay yours. We build what comes before them, the creatives and the interactive funnels, and we track every step from the click to the paying player.
Do you work with browser games?
Yes. Publishers we have worked with include Travian Games, Goodgame Studios and InnoGames, all known for their browser strategy games.
Which markets can you run?
37+ GEOs, with every funnel and creative in 20+ languages as standard.

It works best together

Page updated October 2026.

Let's talk

Tell us about the game and the markets you care about. We'll come back with what we would run first.

  • A reply within one business day
  • A first read on your launch — not a 40-page deck
  • Straight answers from the people who run the campaigns