Using cold emailing to extend a network – Abstraction Games

Abstraction Games is a game development and platform adaptation studio based in the Netherlands. It specializes in adapting games from one platform to another. The company takes care of the co-development part of this process, as well as creates new games, publishes them, provides consultancy etc.

Target customers: publishers and fellow developers around the world. The majority of current customers are from the US.

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Using cold emailing to extend a network

The CEO of Abstraction Games – Ralph Egas – was never a big fan of cold outreach techniques. It requires a massive amount of contacts and a lot of time for processing and converting them. And honestly speaking, his company doesn’t need to work that hard to find clients.

Abstraction Games is in a very good position on the market. It is one of the leading adaptation studios operating in the videogame industry today. There is not so many marketing techniques the company is using to attract new customers. Its marketing strategy is mainly built on its network and high quality delivery that makes people come back.

Though Ralph’s professional network is growing seamlessly every year, he would never miss the chance to boost its growth. So when Ralph got an email from RightHello (we targeted Abstraction Games as our potential client), he thought, “Well, if they were successful to reach me and get me interested – why not to try this tactic to reach more people and grow my network?” Smooth communication from the beginning and modest prices for RightHello’s services helped Ralph to take the final decision. This is how we started our cooperation.

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Average results of Abstraction Games cold emailing campaigns conducted by RightHello:

open rate – 82 %

replies – 57 %

positive replies – 24%

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Ralph’s testimonial:

“I used RightHello to bring up my network, and it worked pretty well (16+ new business contacts for my network). I have more contacts now – enough to work on them for the next few years.

RightHello is doing a great job with finding proper contacts for different business purposes with the help of cold emailing. The quality of the database was above my expectations. I can’t think of anything that needs improvement.

In fact, I think the biggest asset of RightHello is its specialists. You know, it’s like in recruitment – you might have a perfect contact database, but you cannot just send them emails and hope that they will take your offer. You need to go out there, learn about these people and persuade them. Same with finding customers – a database and cold emailing are just tools. It’s RightHello’s experts who manage to find the right approach and persuade businesses to get in contact with their clients.

Honestly I doubted if it would be possible to find contacts interesting for my specific business in the RightHello’s database. There was no concrete segmentation for videogame industry, and IT segment available there seemed to be too generic for my needs if not out outright disjunct.

But to my surprise, the RightHello’s team was very resourceful.  After only a few iterations of filtering lists of targets from the database, RightHello’s specialists were able to adapt my filtering methods and progressively delivered higher quality lists going forward. Mind you, they did not have any prior games industry experience. I found this to be truly amazing.

They learned a lot about my business in a very short period of time and helped me in a really profound manner. They also listened very carefully to what we said. I think it’s very important. Kudos to them!”

Ralph Egas
CEO of Abstraction Games