Kinguin Ran 2,200+ Gleam Giveaways in 11 Years

Kinguin launched in Poland in 2013 as a peer-to-peer marketplace for digital game keys. It sells in seven languages and has served over 16 million customers in more than 100 countries. It has also run 2,200+ Gleam campaigns in 11 years.

Kinguin wanted a channel that could run every week across several markets and languages without a rebuild each time. Gaming audiences follow release calendars, spend time in communities and watch esports, so Kinguin set out to be there at the moments they already care about, with a prize that fits the moment.

Four Repeating Campaign Types

Kinguin runs about four Gleam campaigns a week and has done for over a decade. The framework repeats, which keeps that volume manageable. Most campaigns fall into four types, and the structure stays the same while the creative changes.

“We structure our campaigns around the gaming calendar: game launches, anniversaries, platform moments. There’s always a relevant contest running that ties directly to what our customers are already excited about.”

Marko Nowak, PR & Influencers Specialist, Kinguin

Game launch tie-ins go live alongside major title releases, and the prize is the game itself. So the people who enter are the people who want that game. Titles have included Hitman 3, Dark Souls, Overwatch, FIFA and Call of Duty.

Creator and influencer campaigns reach communities outside Kinguin’s existing base. Partnerships with Blue and Queenie, Shadoune, Pan Pawlowski and Japczan each run with an entry flow localised for that creator’s market.

Esports partnerships with Ninjas in Pyjamas, Fnatic, G2 and Team Kinguin put campaigns in front of each team’s fans. Those fans meet Kinguin through a team they already follow.

Seasonal campaigns run every year at Christmas (as an advent calendar), Halloween, Easter and Black Friday. They come round at the same time each year, so Kinguin’s audience learns to expect them. Easter Egg Hunt 2026 drew 905 Entrants.

The Same Actions on Every Campaign

Kinguin’s campaigns reuse one set of Actions, and each one has a job:

• Social follows give Kinguin an audience to promote the next campaign to

• The newsletter sign-up builds an owned channel no algorithm can limit

• The Discord join keeps Entrants in Kinguin’s server between campaigns

• A creative question about the game gives real fans something to answer

Across all its campaigns, Kinguin’s Entrants completed almost six Actions each.

“Every entrant, besides the chance to win great prizes, enters a welcome flow and receives a first-purchase incentive. That single step is what bridges contest participation into a real commercial relationship.”

Marko Nowak, PR & Influencers Specialist, Kinguin

Animal Crossing’s 25th Anniversary

Kinguin’s Animal Crossing anniversary campaign used the standard set:

• Follow on Instagram, TikTok and X, plus a Facebook Action

• Join Discord

• Sign up to the newsletter

• Answer a question about your favourite villager

The villager question is easiest for someone who has played the game, so it works as a light quality check with no manual review. A fan has a favourite ready. Every answer also adds to a thread of Animal Crossing players naming their villagers, which stays up after the campaign closes.

The campaign drew 690 Entrants, and the newsletter sign-up was its most completed Action.

Over a Decade of Campaigns

Kinguin’s campaigns convert about 17% of their Impressions overall.

“Gleam has been a permanent fixture in our acquisition stack for over a decade. As one of Europe’s longest-running digital gaming marketplaces, we operate at a scale where consistency matters, and Gleam has matched that. At the volume we operate, that pipeline compounds into a meaningful share of new customer acquisition every month.”

Marko Nowak, PR & Influencers Specialist, Kinguin

Key Growth Takeaways

So what can you copy from Kinguin’s four campaigns a week?

• Tie each giveaway to the gaming calendar. Kinguin timed a campaign to Animal Crossing’s 25th anniversary, a date its players already mark. Line yours up with a launch or anniversary your buyers already follow, and make that game the prize.

• Ask a question only fans can answer. Kinguin asked Entrants to name their favourite villager. Add one question about the game you’re giving away.

• Reuse one set of Actions everywhere. Kinguin’s Entrants work through the same follows, newsletter sign-up, Discord join and question on every campaign. Pick Actions that build channels you own and keep them on every campaign so the next one needs no rebuild.

• Send every Entrant a first-purchase offer. Kinguin’s welcome flow is how a giveaway entry becomes a customer relationship. Connect your giveaway to your email platform and send new Entrants that offer.