Marketing Strategy

The Zen Fighters team has elaborated a 3-part marketing strategy to guarantee the exponential growth of the Zen Fighters platform worldwide.

Influencer Marketing

Influencer marketing is one of the fastest-growing niches of the internet marketing space. Spending on influencer advertising has risen from $1.7 billion in to 2016 to an expected $13.8 billion in 2021.
Zen Fighters views gaming influencers as playing a fundamental part in growing rapidly the platform’s user base. We have already selected a portfolio of top gaming influencers who have significant:
  • Followership
  • Reputation
  • Previous commercial success
To advertise and discuss the Zen Fighters platform’s advantages and offer with their followers. Influencer marketing is considered a “soft” approach as it is not a direct sale pitch, but rather a discussion of the ins and outs of a determined product/service.

Top Globally Populated Game Environments

The gaming market is dominated by a series of so-called “AAA games” with a very significant following and base of regular players, including:
  • Fortnite - 250 million registered players
  • Apex Legends - 50 million registered accounts
  • FIFA 19- 45 million console players
The size and positioning of these games makes them therefore a clear target market for Zen Fighters to penetrate. This is part of a broader strategy targeting all games with a daily active user base of >500k players. Zen Fighters has carried out a thorough market research that has determined this user base cutoff as optimal because:
  • It is able to generate enough revenues in the long-term to justify the time and monetary investment needed to complete the penetration successfully.
  • The typology of player for this games falls within Zen Fighters target user - a paying gamer with an interest in competition.
  • The presence of a large enough amount of players to jumpstart a successful, and cost-effective, referral marketing push between players who recommend the Zen Fighters platform to each other and to gaming acquaintances


Billionaire LinkedIn founder Reid Hoffman’s book “Blitzscaling” details the importance of scaling fast for startups wanting to dominate a market. This strategy has proven its effectiveness over and over in powering the success of some of the world’s most valuable startups, including Facebook, LinkedIn, Dropbox, Snap, and Canva among others.
Zen Fighters fully intends to apply a blitzscaling approach to its market, by above all fostering the fastest rate of user growth via two channels:

Airdrop Rewards

Zen Fighters is earmarking 10 million $ZENY tokens (15% of the total) for marketing, airdrops, and bounties. Zen Fighters will use this funding to:
  1. 1.
    Gain user sign-ups via word-of-mouth marketing - gamers inviting other gamers to participate in the challenges to potentially win rewards.
  2. 2.
    Promote participation in one-on-one gameplay and engaging pro gamers to help new users improve their skills.
  3. 3.
    Start generating revenues via challenge winners spending token rewards within the Zen Fighters ecosystem - be it in- game purchases, or payments to other gamers.
A reward-based strategy is known to provide both excellent organic user growth and extremely low Customer Acquisitions Costs (CAC). Startup Dropbox boosted its user base from 100k to 3.9 million users in only 15 months with an analogous reward and referral-based system.

Lottery Rewards

A high number of paying gamers have a propensity to gamble and participate in games of chance. An estimated 36% of American paying gamers have gambled money at least once in the last 6 months, compared to only 12% of non-gamers. The figures for the UK are 51% and 32%, respectively.
Zen Fighters therefore offers the solution that combines both - lottery rewards for the gamers considered the so-called “Greatest Of All Time” (GOAT). GOAT rewards are bestowed on a weekly and monthly basis to teams and individuals who have achieved the most astounding gaming performances within a determined timeframe.
In addition, paying gamers have a strong interest in tournaments and competitions - an estimated 25% of American paying gamers compete in online and offline tournaments against other gamers, compared to 5% of non-paying gamers. The proportion remains similar across other markets, with figures of 16% vs. 5% for the U.K., and 13% vs. 3% for Germany. The GOAT Lottery therefore nurtures excitement in platform users and build brand loyalty, which boost the user base size and in-game spending.