Bellwright
Snail Games USA
Released into Early Access on April 23, 2024, Bellwright quickly gained traction as one of the most compelling medieval survival RPGs on Steam. Developed by Donkey Crew and published by Snail Games USA, the game sets players in the expansive feudal kingdom of Karvenia, where they must establish and lead a rebellion, build thriving settlements, and forge alliances to liberate oppressed villages from the tyrannical Crown. With its deep blend of town-building, squad-based combat, and rich narrative quests, Bellwright has built a passionate and growing community since launch.
With the launch of the "Maiden Voyage" update in December 2025, Snail Games set out to maximize marketing efficiency and deepen their understanding of player acquisition and long-term engagement. To achieve this, they partnered with Second Stage to implement TRACKS, a comprehensive full-funnel solution delivering attribution tracking, player lifecycle analytics, campaign insights, and brand intelligence.
“Second Stage Tracks has been incredibly impactful for our team. It gives us clear visibility into attribution and player engagement, so we know which channels are driving ROI and can make better marketing decisions moving forward.”
Bradford Larson
Brand Manager, Snail Games USA
Platform
Full-Funnel
Attribution & Lifecycle
5+
Channel Types Tracked
With Bellwright’s growing momentum, Snail Games needed a measurement solution capable of:
- Providing real-time visibility into which marketing activities drove installs, wishlists, and sales on Steam — including performance marketing channels such as Reddit and Meta, influencer activations, direct media buys from major gaming outlets, and owned media
- Tracking granular KPIs: Cost Per Install (CPI), Return on Ad Spend (ROAS), and wishlists, broken down by marketing channel and campaign activity
- Moving beyond install-level data to understand long-term player behaviour: retention, reactivation, churn, DAU, MAU, and user stickiness across geographies and marketing touchpoints
- Supporting an always-on, fast-moving campaign cycle with unified reporting across channels and markets, without placing excessive operational burden on the internal team
We provided Snail Games with TRACKS, configured to deliver full-funnel attribution, audience and creative insights for Bellwright from the very first marketing beat. The implementation was lightweight and required minimal developer resources, while providing comprehensive visibility across every channel and market.
- Configured TRACKS to ingest and attribute data from every marketing touchpoint active during the Maiden Voyage campaign and beyond
- Activated the TRACKS Player Lifecycle module to provide a full picture of player engagement beyond the install
- Integrated ad, influencer, direct media, owned media, and attribution data into a single unified view
- Provided end-to-end managed support — from active campaign monitoring to direct collaboration on optimization strategies
By integrating TRACKS, Snail Games gained unparalleled visibility into the effectiveness of their marketing campaigns for Bellwright, enabling smarter decisions and measurable performance improvements across channels and markets.
- Install & Wishlist Attribution: Installs and wishlists attributed directly to specific marketing activities — from paid media on Reddit and Meta, to influencer campaigns, direct media buys, and owned media efforts
- ROAS & CPI Visibility: Clear Cost Per Install and Return on Ad Spend data enabled the team to identify the most efficient acquisition channels and allocate spend accordingly
- Player Lifecycle Intelligence: Deep insights into player retention, reactivation rates, churn, DAU/MAU ratios, and user stickiness — segmented by geography and marketing activity
- Unified Marketing Intelligence: Integrated dashboards consolidated performance data across paid, influencer, owned, and earned media into a single view covering global markets
- Brand Health Awareness: The integrated Brand Health Tracker provided upper-funnel visibility, benchmarking Bellwright’s brand awareness against key competitors
Full-funnel visibility from day one
How We Made It Work
Full-Funnel Attribution Across Every Channel
TRACKS was configured to ingest and attribute data from every marketing touchpoint active during the Maiden Voyage campaign and beyond. Whether through performance marketing on Reddit and Meta, influencer activations, direct media placements in major gaming outlets, or Snail Games’ own channels, TRACKS provided a single authoritative view of which activities drove installs, wishlists, and sales on Steam. By combining deterministic and probabilistic attribution, TRACKS navigated the inherent opacity of gaming storefronts to surface accurate CPI and ROAS metrics.
Player Lifecycle Analytics
Beyond acquisition, Second Stage activated the TRACKS Player Lifecycle module for Bellwright, giving Snail Games a comprehensive view of how players engage with the game after install. The team can monitor retention curves and reactivation rates by geography and marketing source, track DAU/MAU to assess user stickiness over time, identify churn patterns correlated with marketing inputs, and tie lifecycle metrics back to specific campaign activities for closed-loop optimisation.
Unified Marketing Insights Across Every Channel
TRACKS integrates ad, influencer, direct media, owned media, and attribution data into a single unified view, allowing Snail Games to seamlessly compare performance across channels, markets, and campaign beats. Interactive dashboards display a comprehensive overview of KPIs including install volumes, wishlist additions, media performance, influencer impact, and creative effectiveness across all activated channels and global markets.
Managed Service & Hands-On Support
Unlike a pure SaaS model, Second Stage provides end-to-end support. For Bellwright, this meant active monitoring of campaigns, direct collaboration on optimization strategies, and continuous alignment with the marketing team of Snail Games. Our team served as an extension of theirs, ensuring the insights delivered by TRACKS translated directly into better performance.
Ready to level up your marketing?
See how TRACKS can transform your game's marketing performance.