EZ KATKA: marketing a network of 19 esports arenas
Managed the marketing of the EZ KATKA network: 19 arenas, 120 thousand clients and 124 million rubles in turnover of the entire network for 2024. CAC reduction by 15%, own channels and standards for franchisees.
At EZ KATKA, I was responsible for marketing a network of esports arenas. At its peak, the network reached 19 sites and a customer base of 120 thousand people; its turnover for 2024 amounted to 124 million rubles. These numbers show the scale of the business. My measurable marketing result in work materials is a reduction in the cost of customer acquisition by 15%.
Task: marketing the network and franchisees
The network operated in Moscow, St. Petersburg and the regions. The sites had different local audiences, and some of the points were developed as franchises. It was necessary to attract and return visitors, fulfill the revenue plan and bring franchisee communications to common standards.
I led a marketing team of five people: a marketer, two SMM specialists, a designer and a paid social specialist. Developed communication standards for franchisees and coordinated the promotion of local sites. This is working with a network system, and not just one federal advertising campaign.
What did you do
- Attraction. We tested advertising links and geotargeting around arenas. The summary recorded a 15% decrease in CAC; the initial values and budget by channel are not indicated in the available materials.
- Own channels. The VKontakte community grew to 50 thousand subscribers, the YouTube channel to 13,300. These numbers describe the size of the channels, not the number of customers.
- Brand collaboration. We released a branded energy drink EZ KATKA together with Pyrokinesis. I have no public data on sales of the drink or its impact on the chain’s turnover.
- Processing requests. The working materials indicate a 40% reduction in response time after combining CRM and AI. Without call logs, I don't automatically translate that into increased sales.
Result and boundaries of numbers
The network has reached 19 arenas and a base of 120 thousand customers. Turnover the entire network for 2024 - 124 million rubles; The average monthly revenue in the materials is indicated as about 10 million rubles. Attributing the entire turnover or growth of a network to one marketing team would be inaccurate. To evaluate my work, a 15% reduction in CAC is separately shown.
The available materials do not include a comparable report for 2023, monthly dynamics by arena, or a breakdown of costs by advertising channel. Therefore, there is no calculation of ROI, the share of each channel in turnover, or a story about growth from a specific starting revenue.
Detailed project card - in EZ KATKA case. If you need network marketing with different local sites, you can discuss the task in Telegram.