Instant Gaming's advertising activity on Meta by market.
Key takeaway
France leads in volume (80 ads, 224 new in 14d). Germany is the most conservative: 78% statics. Spain leans more into video (36%). Zero carousels across all markets. The copy gets translated, but the strategy doesn't get adapted.
6 issues detected, prioritized by conversion impact.
1
Creatives sell the game, but don't close the sale
Most ads look like advertising for the game, not for the marketplace. Using the game as a hook is powerful, and should be kept. But the circle needs to close: who (IG from second 0), why (price), and what to do (CTA). Otherwise, CTR goes up but conversion doesn't follow: curiosity clicks, not purchase clicks.
2
Not a single CTA in any creative
The only CTA is Meta's native button. The exception: Football Manager 26 (discount + value proposition + "Add to cart"). Likely the piece with the best CTR-to-conversion ratio.
3
By second 4-6 I still don't know what the ad is about
The "+20,000 games" video looks like a Game Pass ad, not a purchase marketplace. On Instagram the window is 2-3 seconds. If you don't understand who's talking to you and what they're offering, scroll.
4
One single angle: the percentage discount
No social proof, no real urgency, no storytelling, no UGC, no testimonials. Lacking depth given the amount of creative resources available from the games themselves.
Zero pieces featuring people. On Meta today, if you're not running UGC or some video that puts a face to the brand, you're leaving opportunities on the table. It's the trend in gaming ads: people talking about the game. Platforms spending millions are already doing it.
6
No strategic framework on the creative side
There's no system to identify which games gain traction, scale winners, or cut what doesn't work. Creatives are launched without a learning framework.
No CTA. "It's time to save" doesn't communicate what's being sold.
Looks like an ad for Mafia, not for Instant Gaming.
No CTA. Low impressions. No value proposition.
"Pay less" is generic. No CTA or clear branding.
Gameplay collage. Can't tell what's being sold or by whom.
Winner in FR/DE: Trustpilot (social proof). Not used in ES.
Copy ideas
STATIC
Price-hacking
"Still creating accounts in other countries to pay less?"
Buy it on Instant Gaming.
STATIC
Value prop
"The best online store to buy your games at the best price."
Steam, PS, Xbox, Nintendo. Up to 90% off.
UGC
Game-specific
"GTA VI comes out next month and I'm not paying full price. Instant Gaming. Same game, 30% less. Every time."
UGC
Contrarian
"Stop paying full price for games. I've saved over €200 this year on Instant Gaming. Same keys, way less money."
Reference examples
Framework, creative lines, volume, and market adaptation.
Why Meta
On Google you're delivering against existing demand. On Meta you can generate demand: activate buyers who weren't even considering a discount on a game, or didn't know game discounts existed. Meta is the cheapest channel to learn what works, then scale those learnings everywhere else.
3-layer framework
Layer 1
Discovery
- Static templates at scale
- Swap game image and copy
- 10-20 EUR per piece for testing
- Find which games actually gain traction
- Meta as a cheap channel to learn
Layer 2
Scale
- Winners move to video + UGC
- Branding + CTA from second 0
- Market and language adaptation
- Higher spend, multi-channel
Layer 3
Evergreen
- IG value proposition
- Social proof and credibility
- Always-on as a permanent base
- Complement layers 1 and 2
5 creative lines
A
Specific game (release-driven)
Leverage releases and trending titles. Game assets + IG overlay from second 0 + "Get it 30% cheaper" + CTA. Identify which games have the most potential based on CTR, create templates where you only swap the image to see which ones gain traction.
B
IG value proposition (always-on)
Static copy: "The best online store to buy your games at the best price." UGC copy: "I was tired of creating accounts in other countries to pay less, then I discovered Instant Gaming." Reinforce credibility and social proof. Carousels by platform (Steam, PS, Xbox, Nintendo).
C
UGC and green screen (scalable with AI)
AI to scale without third-party dependency: realistic avatars or synthetic green screen. "[Game] just dropped. On Instant Gaming you get it 25% off." Fast production, no coordination needed. Multi-language with AI: one piece becomes 8 (dubbing + subtitles) with minimal marginal cost. Complemented by real green screen recordings for higher-quality pieces.
D
"Price-hacking" angle
UGC copy: "I kept creating South African accounts to buy games cheaper, until I found Instant Gaming. Now I buy directly, no hassle." Static copy: "Still creating a South African Nintendo account to pay less? Buy it on Instant Gaming." Variations: "Still using a VPN to buy cheaper?", "Still checking price-by-country pages?"
E
Collaborative ads with influencers
The marketing team already works with influencers. Collect those videos, optimize them for paid (hooks, CTAs, branding) and run branded content ads on Meta. Almost no one does this in gaming.
Production volume
24 base templates crossed with 24 copies per angle. Each copy for a different line (game, value proposition, price-hacking, social proof, urgency).
Channel adaptation
| Channel | Adaptations |
|---|
| Meta (Feed, Stories, Reels) | 1:1, 4:5, 9:16. CTA in creative. Branding from second 0. |
| Performance Max | Multiple ratios. Overlay optimized per placement. |
| Display | Standard banners (728x90, 300x250, etc.). No CTA (Google adds it). |
| YouTube | 16:9. Hook in first 5s. Persistent branding. |
| TikTok | 9:16. Organic aesthetic. Subtitles always. |
Multiplication flow
1 base creative
→
3-6 versions/channel
→
8 languages
=
24-48 pieces
50 bases/month → hundreds of active pieces across all markets and channels.
Market adaptation (8 markets)
Not just translate: adapt the strategy per market. 6 languages with native translation, 2 with AI + review.
From diagnosis to production at scale.
Important
We don't touch your current setup. This runs as a parallel test: new creatives, new angles, new learnings, zero disruption to what's already working.
Month 1
Setup + Discovery
- Magic Brief connection with Ads Manager
- Historical audit: real winners (conversion, not just CTR)
- ICP session: define buyer profiles per market and platform
- Customer support call (optional): understand why people buy on IG, what messages resonate, common objections
- First batch of 15-20 statics with selected games
- Tests with low budget per piece
- Reporting structure and shared KPIs
Month 2
Results + UGC
- Which games gain traction, which copies and angles win
- Winners move to video and UGC (green screen + AI)
- Multi-language adaptation of winners
- Evergreen line introduction
- Iterations: copy, hook, CTA changes
Month 3
Consolidation + expansion
- Winning concepts consolidated with iterations
- Collaborative ads with influencer team
- New formats: carousel, price-hacking
- Expansion to YouTube, TikTok, Display
- Quarterly review and strategy adjustment
January 2026
