The client

Benji Bananas is a game from Animoca Brands with over 50 million downloads. Animoca Brands sits on Mooning’s client list alongside Magic Eden, NightCafe and BTC Markets.

A game at that scale does not have one audience. It has players who downloaded it once, players who come back every day, and a smaller group who want to talk about it, ask for help and follow what happens next. That last group is the community, and it is where the work sat.

The challenge

Benji Bananas had the reach that most studios want: tens of millions of downloads and an established player base. What it needed was an online community to match. Downloads do not turn into a following on their own, and a player base that size needs somewhere to gather, ask questions and hear what is coming next.

So there were two jobs at once. The first was to give players reasons to follow and engage with the game on X (Twitter). The second was to make Discord a place where players could get help, stay involved and talk to each other, at the volume a game this size produces.

What we did

Mooning ran social and community management for Benji Bananas for 14 months. The work was day to day rather than campaign by campaign: content, activations, real-time support and growth measured every week.

Support was a larger part of the job than most people expect from a community brief. The team handled around 400 support tickets a week in Discord. For a game community, a question answered quickly is often the moment a player decides whether the server is worth staying in, so the support queue sat inside the community work, not beside it.

On X, the job was reach and engagement. On Discord, it was membership and activity. Growth was measured weekly, which kept the work honest about what was moving and what was not.

Results

Over the 14 months:

  • X (Twitter) impressions rose 727%.
  • Engagements rose 24.8%.
  • Discord members grew 15.3%.
  • Total Discord messages grew 98.1%.

The Discord figures are the ones we would point to first. Membership grew by 15.3%, while messages nearly doubled. Activity grew much faster than headcount, which is what a community looks like when the people already in it find more reasons to talk. Headline member counts are easy to inflate. Conversation is harder to fake.

None of these numbers came from a single launch. They moved because the community was looked after every day, for more than a year.

If your game or platform has the players but not the community, see our Discord community management and X (Twitter) marketing services, or tell us what you are building.

More work: NightCafe: 9,000+ new X followers · Treasury Wine Estates: AI adoption · Web3 and crypto marketing