Thinking
November 7, 2025
Read time:
3 Minutes
+1,249% Monthly Revenue - How We Scaled a Fantasy Football App During Peak Season
Picture this.
The Premier League season is about to kick off.
Every fantasy football app in existence is dumping money into Meta and TikTok ads.
Your window to win? Maybe 6-8 weeks before the market gets saturated and CPMs explode.
This is what Formation Games was facing with CLUB, their next-gen fantasy football app.
They had strong organic traction and good creative, but they needed to scale from five figures to six figures monthly without their efficiency collapsing.
That's when they brought us in.
The Results
Monthly Revenue via Paid Ads increased 1,249%
Monthly ad spend scaled to six figures
Monthly installs grew 549%
Active users increased 197%
In-app ad impressions rose 7,500% year-on-year
CLUB held a top-ranking position in the App Store throughout the Premier League kickoff window.
They dominated their market during the most competitive window of the year.
The Real Problem
When you 5-10x your spend in a compressed window, something breaks.
Creative fatigue accelerates and your best-performing ads burn out faster, CPMs rise, and the volume of testing required to maintain efficiency multiplies.
CLUB was already producing strong creative internally, but scaling to six figures monthly meant they needed far more creative diversity than any single team could produce.
Fresh angles needed to be tested constantly. New formats needed to launch weekly. The testing volume required to maintain efficiency at scale was relentless.
They needed a partner who could handle aggressive media buying whilst simultaneously producing high-performing creative concepts that complemented their internal output - keeping the pipeline full without creative becoming the bottleneck.
How We Approached It
We managed the paid social strategy across Meta and TikTok, handling both media buying and supplemental creative production.
On the creative side, we produced a focused set of highly diverse, scroll-stopping concepts designed to test new angles and messaging approaches. Each concept captured the energy of football culture with humor, emotion, and shareability that resonated with their core audience.
On the media buying side, we implemented systematic creative testing across all assets, identifying winners quickly and scaling them aggressively while replacing fatigued ads before performance decayed.
We helped structure their Spark Ads strategy, launched top-performing organic clips as paid content, and provided ongoing guidance on what creative formats and messaging angles were working at different stages of the funnel.
The combination allowed CLUB to scale spend efficiently during their most critical growth window.
Strategy Insights
If you're trying to scale from £30k to £100k or even £500k+ per month in ad spend, creative diversity becomes critical.
You need fresh concepts testing constantly - different angles, formats, and messaging hitting various audience segments - with performance creative working alongside your existing assets to maintain efficiency whilst spend multiplies.
