Skillz had a story worth telling, but players needed to understand it faster. I developed a clearer brand and messaging system to attract new paying players and nurture them from their first game onward. The promise was simple: compete against real people for a chance to win real cash. No bots. No ads, ever. The messaging made those benefits clear at every step, giving players both a reason to compete and a reason to trust the experience.

Measurable Results
The refreshed messaging increased new paying users (NPUs) by 17% and retention rate (RR) by 12%, while reducing cost per acquisition (CPA) by 14%. Creative that paired real UGC creative with money messaging saw the largest response, with an increase of 130% in click through rate (CTR).