Overview

The gaming studio refused bloated tools, unified logic with Zapier, and gained full control over funnels, segmentation, and retention.

Challenge

BOSS FIGHTERS had traction. A database of 4,500+ players. Strong organic interest. A clear product vision.

But their marketing infrastructure couldn’t keep up. They had no way to track what players were doing after signup, no clear segments, and no visibility into what was working. 

Without a clear unit economics or the tools to measure the impact of their campaigns, there was no room for scale.  

The client knew they needed better infrastructure. Paid campaigns and community growth were on the horizon, and they needed the tools to support it. But full-featured platforms like HubSpot Professional were far beyond their budget.

So the goal was clear: build a powerful, scalable MarTech setup that delivered real insights and automation. Without overspending. 

This HubSpot integration case study is a real-world example of how lean tools, when combined with smart automation and backend development, can rival enterprise platforms. With the right MarTech solution in place, the BossFighters team turned fragmented data into measurable impact.

To understand how they pulled it off, we sat down with Aliaksandr Arefyeu, the project lead behind the implementation.

Approach

• Let’s start with the state of things before implementation. What was the main problem?

Before HubSpot, BossFighters had no unified system for managing user data or understanding player behavior.

They were using Brevo for basic email blasts, but there was no segmentation, no user journey insights, and no idea where users were coming from.

Even core metrics like cost per player or unit economics weren’t being tracked — the team was flying blind.

• Why did you choose HubSpot? Which features were critical for the project?

HubSpot offered the right balance of scalability and integration capabilities without stretching the budget. With the Starter Plan, we avoided the high costs of the Professional tier while still getting access to essential marketing features. 

Our team also had deep expertise in implementing HubSpot, which allowed us to tailor the setup efficiently from day one.

• You also brought in Zapier and custom code. Why?

The Starter Plan in HubSpot has limited automation and integration features. To implement the required logic without upgrading to a more expensive plan, we built a setup using Zapier and custom backend code. This combination helped us:

• Bypass Starter Plan limitations while staying on budget

• Integrate with the client’s backend systems via webhooks

• Automate form data processing and segmentation using Smart Lists

• Deliver core functionality with just 10 hours of development, saving the client approximately $2,000 per month by avoiding the Professional tier

This Zapier case study also highlights how powerful the right automation layer can be when paired with lightweight code and a focused solution strategy. For BossFighters, it meant delivering core functionality — segmentation, triggers, behavioral flows — without bloated software costs.

• What did the implementation process look like?

We kicked off the project with a thorough audit of existing workflows, channels, and missing metrics. From there, the implementation followed a structured, step-by-step approach:

1. Evaluated the database—over 4,500 contacts with no segmentation or engagement history

2. Defined key metrics to analyze the funnel, channel performance, and unit economics

3. Built a roadmap that included tool selection and automation strategy

4. Set up the HubSpot + Zapier + custom backend integration, including forms, webhooks, and segmentation logic

5. Tested all workflows — from user registration to trigger-based email campaigns

6. Trained the client’s team and provided detailed process documentation

The rollout was iterative, with continuous feedback and updates as new needs emerged.

• What kind of custom code was developed, and for what purposes?

To make the most of the HubSpot Starter plan, we collaborated closely with BossFighters’ backend developer, providing technical specs and aligning through regular calls. Instead of relying on out-of-the-box tools, we built a lightweight custom integration that delivered powerful results.

The custom code played a key role in:

• Capturing data from the game and website through backend modules

• Sending real-time user activity to Zapier via webhooks

• Automatically triggering the right actions in HubSpot—like populating forms, updating contact fields, or adding users to Smart Lists

This backend → Zapier → HubSpot pipeline allowed us to bring behavioral data into HubSpot without the need for a Professional-tier subscription. It was a lean but highly effective setup that gave the client full control over user tracking and segmentation — at a fraction of the cost.

• How did you integrate HubSpot with Zapier? What kind of processes did you automate?

We used HubSpot’s native Zapier app — that let us connect both platforms quickly, without needing any extra connectors.

Whenever a user registered or triggered an in-game event, our backend sent that data through webhooks to Zapier. From there, Zapier would recognize the event, transform the data if needed, and pass it into HubSpot.

Inside HubSpot, we could update contact profiles, populate custom fields, drop users into Smart Lists, and activate email flows — like welcome sequences or re-engagement messages. And we did all of that on the Starter plan.

Later on, parts of the logic were moved directly to the backend, with data sent straight to HubSpot via API — improving speed and precision.

• Were there any technical blockers or challenges during implementation?

No big blockers, to be honest. The BossFighters team was great to work with — responsive and open to fast iteration. Whenever something weird came up, we’d get everyone on a quick call — us, their developers, their marketing team — and just fix it live. That kind of collaboration helped us avoid delays, even with custom integration work.

• How long did the setup take from start to finish?

The initial implementation took about two months. That covered the core logic: webhooks, Zapier flows, email automations, and segmenting their entire contact base.

But as the product grew, so did the requirements. We spent another couple of months adding more complex scenarios, testing new logic, and improving how the backend talked to HubSpot.

We also built out a smarter email marketing system — breaking the list into behavioral segments, using Smart Lists for dynamic filtering and personalization. The entire logic was built to scale.

Even after the handoff, we stayed involved to monitor performance and make sure the system kept up with new product needs.

Results

• What kind of improvements did the client see after launch — and how soon?

We started seeing results within the first few weeks — just from basic automation going live. But the real shift came after about one to two months, once we had the full contact flow and segmentation in place.

“Before, there was no way to tell where players came from or how they behaved after signing up. That became especially important during game releases — when user activity spikes and you need to react fast.”

Andy Tsurkan — CPO of BOSS FIGHTERS

• What changed after switching from Brevo to HubSpot?

We could finally divide the contact base into active vs. inactive users and communicate with them differently. That wasn’t possible before.

We also launched key communication flows — like welcome emails right after registration, email verification with custom code, and account recovery flows with password reset links. These might sound simple, but they created real structure and trust.

• What did the new email setup look like? How many segments did you end up with?

There was just one flat list of everyone who had ever registered. After setup, we had 23 segments total:

• 10 segments based on audience engagement

• 7 by device type

• 4 influencer-based segments

• 2 technical environments (PROD and DEV), so we could separate real contacts from test ones

Thanks to Smart Lists and automation logic, the team could now target each group with messages that made sense — instead of sending one-size-fits-all updates.

• Did personalization improve engagement?

Definitely. The more relevant the message, the better the response. That’s especially true in games, where timing and context matter. Whether someone’s just signed up or is part of your core player base, you need to talk to them differently.

What BossFighters ended up with was a clear, scalable communication system — one that responded to behavior, adapted to growth, and put the marketing team back in control.

• How exactly did you manage to save more than $25,000? Was it by replacing tools, automating manual work, or both?

Both. The core idea was simple: replicate the functionality of HubSpot Professional — but on the Starter plan, using Zapier and custom code. And it worked.

Instead of upgrading to Marketing Hub Professional, which would have cost over $21,000 for two years, the team stuck with the Starter plan — around $1,200 for the same period. The rest of the budget went into automation logic and a few dozen hours of backend development.

We recreated a lot of Pro functionality with what we had:

• Workflows → replaced with Zapier + webhooks

• Lead scoring → built using custom fields and logic in HubSpot

• Custom reporting → handled via GA4 and external BI tools

• Triggered emails → launched using Smart Lists and periodic checks

• Contact routing & lifecycle updates → coded manually in the backend

And because the system was fully tailored to BossFighters’ funnel and events, it was often even more flexible than the default Pro tools.

This custom-built stack gave the marketing team the exact tools they needed, without the overhead. In total, the savings over two years came out to nearly $20,000, and would be even higher with a larger database. If we had gone with HubSpot Professional, just for the full contact base, the cost would’ve jumped to nearly $49,000.

Next Moves and Hard-Earned Advice

• How is the client using the stack today? Are there any ongoing improvements or adjustments?

The stack’s been live for over a year now, and it’s still the foundation of their marketing operations. BossFighters continue to use the same HubSpot + Zapier + backend setup. It runs smoothly, and it does what it’s supposed to do.

Recently, they initiated a full audit to make sure everything still aligned with the current state of the product. We generally recommend doing an audit every six months if your user base is growing or the product is evolving fast. If things are more stable, once a year is usually enough.

Even without ongoing support from the implementation team, the system remains rock-solid. It’s scalable, resilient, and gives the BossFighters team the flexibility they need to keep marketing in step with the game’s growth.

• What would you say was the most impressive or impactful part of this project?

The segmentation system. BossFighters were sending the same message to everyone. Now they can tailor communication based on what players actually do — their engagement level, device, even whether they came through an influencer link. That shift made every message more relevant, and it had a direct impact on retention. 

It used to hover around 11–15%. After implementing segmented, personalized flows, we started seeing rates between 21–29%, depending on the audience size and email type.

The other big win was analytics. Suddenly, the team could see how users reacted to marketing campaigns, product updates, or in-game events in real time. Whether it was a new feature or a PR push, they could measure the actual effect on player behavior.

Once you connect segmentation, analytics, and communication, things get clearer. The marketing goes from reactive to strategic. That’s what happened here. BossFighters went from guessing to knowing what works.

• If you had to start the project from scratch, what would you do differently?

We’d go all-in on email strategy from day one. Specifically, we’d build deeper segmentation based on engagement levels, in-game behavior, and lifecycle stage — and set up reactivation flows earlier for less active users.

Also, we would’ve started using Smart Lists to run retargeting campaigns across Meta, Google, and other ad platforms. That cross-channel synergy makes a huge difference when your audience is growing fast. The infrastructure to support it was there, but we just didn’t leverage it early enough.

• Is this setup something that could work for other gaming projects, or was it unique to BossFighters?

This stack is absolutely replicable. HubSpot + Zapier + a backend integration is modular and universal. You can adapt it to any game genre.

Of course, some pieces will vary. Different games require different triggers, retention logic, or metrics. But the core idea — dynamic segmentation, behavior-based automation, and clear analytics — is always relevant.

Whether you’re building an indie project or a large-scale online game, this setup gives you the control and clarity to grow with confidence.

By Polina Reut, Alex Arefyeu from Dzeya team