EZ KATKA
Federal Network of Esports Arenas
Role: CMO/Marketing Director
Key metrics
Historical amounts are shown in Russian rubles (RUB).
Turnover and network size describe the scale of EZ KATKA; CAC reduction is based on summary data. Reference periods and costs by channel have not been published.
About the project
He led the marketing of the network, which grew to 19 arenas in Moscow, St. Petersburg and the regions. Responsible for attracting customers and brand awareness.
What did you come with?
A federal network that has reached 19 arenas in Moscow, St. Petersburg and the regions, with a customer base of 120,000 people. Some outlets operate as franchises, that is, local marketing is done by different people at different levels and without uniform rules.
Problem
Fulfill the revenue plan and at the same time bring franchisee marketing to a common standard so that the brand is read equally in all cities.
How it was done
Maintained a revenue plan
Average monthly revenue is 10 million RUB, the network turnover for 2024 is 124 million RUB. The work went in two directions at once: attracting and retaining the existing base of 120,000 people.
Collaborated with Pyrokinesis
We released a branded energy drink EZ KATKA together with a rap artist. The goal of the collaboration was an image one: to take the brand beyond the audience that already goes to the arenas.
Growing my own channels
The VK community has grown to 50,000 subscribers, the YouTube channel has grown to 13,300.
Reduced the cost of acquisition
CAC fell by 15% due to A/B tests and geotargeting: the network is offline, and advertising that does not rotate within a radius around a specific arena is wasted.
Automated request processing
The combination of CRM and AI reduced response time by 40%. For a club network, this is a direct conversion: a person chooses where to go tonight, and will not wait a day for an answer.
Assembled a team and wrote standards for franchisees
A team of five people: a marketer, two SMM specialists, a designer, a paid social specialist. I introduced standards for franchisees so that the location in the region would not reinvent the design and mechanics.
Why this way and not otherwise
Standards for franchisees are more important than a one-time federal campaign: a chain with 19 locations loses recognition not on large launches, but on daily posts, which are done differently in each city.
Channels and tools
What has been done
- 01Collab with Pyrokinesis - branded energy drink EZ KATKA
- 02The VK community has grown to 50,000 subscribers
- 03YouTube channel - 13,300 subscribers
- 04Formed a team (SMM, paid social specialists, designers) and standards for franchisees
Similar project?
If you find out your problem, write to Telegram, we’ll sort it out in 30 minutes.