Rec Room doubles install rates through cross-platform innovation

Founded in 2016, Rec Room has evolved from a VR-only platform into the industry’s most versatile cross-platform social gaming experience. With over 100 million lifetime players and a presence across ten platforms—including Console, Mobile, PC, and Nintendo Switch™—Rec Room enables players to create, share, and play together. The platform’s intuitive design allows users to build immersive worlds and games without coding knowledge while supporting seamless cross-platform publishing and social interaction.

To capitalize on its upcoming Nintendo Switch launch, Rec Room faced unique challenges in tracking and optimizing user acquisition (UA) campaigns across devices and platforms.

While the team had successfully scaled mobile efforts, console, and CTV campaigns proved difficult to measure and optimize. The main obstacles included:

Knowing Singular could be an asset in their expansion plans, Sarah Yamanouchi, Head of Growth Marketing at Rec Room, looped in the Singular team, explaining the need to track all non-mobile platforms in time for the launch.

Singular’s new PC and Console solution perfectly met Rec Room’s cross-platform attribution needs. By combining Singular’s Web SDK with a server-to-server (S2S) integration, Rec Room established a robust tracking foundation for user acquisition across platforms.

With Singular’s support, Rec Room was prepared for the Nintendo Switch launch and equipped to expand UA across non-mobile titles. Collaborating with their CDP provider and Singular, they integrated a Conversion API (CAPI) endpoint with TVScientific, enabling partners to optimize campaigns based on Nintendo Switch events.

Rec Room’s journey to tracking non-mobile user experiences has been transformative. In under a year, their marketing strategy expanded to support 89% more platforms for paid campaigns.

Following this success, Rec Room is eager to explore new networks, creative strategies, and cross-platform ad solutions.“This experiment has required a lot of open-mindedness. Directing users from a mobile to a web-landing page would typically be seen as a friction point, but it resulted in the opposite and was a great convertor for us.”

The successful expansion into non-mobile advertising has opened new horizons for Rec Room. “Less than a year ago, this level of cross-platform tracking seemed impossible,” reflects Yamanouchi. “We’ve discovered that what might typically be seen as friction points—like directing mobile users to a web landing page—can actually drive superior conversion rates.”

The team is now exploring new network partnerships and creative opportunities while encouraging partners to develop more cross-platform solutions. This success has validated Rec Room’s innovative approach to user acquisition and established a foundation for continued growth across all platforms.