Ragnarok Idle Adventure launch: Gravity Game Tech’s strategy for maximizing installs at the lowest cost
Case study: how GGT used data-driven advertising to slash CPI and boost game downloads
Gravity Game Tech (GGT), a prominent game developer known for its successful Ragnarok franchise, sought to introduce its latest installment, Ragnarok Idle Adventure, to the Thai gaming market. With a rich history of captivating players through its immersive fantasy worlds and engaging gameplay, GGT aimed to capitalize on the strong fanbase of the Ragnarok series. However, the challenge was clear: launch the game with maximum early installs at the lowest possible CPI during the open beta testing phase in an increasingly competitive mobile gaming landscape.
Objective
GGT’s primary goal was to drive significant install volume for Ragnarok Idle Adventure while keeping the CPI as low as possible. To achieve this, GGT targeted both core Thai gamers and existing Ragnarok fans who were already familiar with the game’s universe. The company planned to focus on major advertising platforms that could deliver high engagement and conversion rates.
Our approach
To achieve this, GGT collaborated with Nasmedia (Thailand), along with key partners Moloco and Appier, who provided dedicated daily support with time and resources to ensure the campaign’s success. This strategic partnership allowed GGT to focus on precise audience targeting (core gamers and Ragnarok fans), optimized creative content, strategic bidding and continuous performance monitoring.
1. Audience analysis and segmentation
Precise audience targeting is critical for optimizing ad spend, particularly in the competitive mobile gaming industry. By understanding who is most likely to be interested in a game, advertisers can ensure that their budget is spent efficiently, reaching the right players at the right time.
Nasmedia conducted an in-depth analysis of the Thai gaming market, identifying key segments within the core gamer demographic, including existing Ragnarok fans and those interested in fantasy RPGs. This detailed segmentation allowed GGT to focus its ads on the most relevant audiences, minimizing waste and ensuring that each ad impression had the highest potential to convert into an install.
2. Creative optimization
In mobile gaming, engaging and relevant creative content can make or break an ad campaign. Gamers are drawn to ads that not only capture the essence of the game but also highlight unique features that resonate with their interests.
Nasmedia optimized the creative elements of the campaign by showcasing Ragnarok Idle Adventure’s rich graphics, familiar characters, and immersive gameplay. By focusing on elements that appealed directly to Ragnarok fans and RPG enthusiasts, Nasmedia ensured that the ads were not only eye-catching but also relevant, increasing the likelihood of engagement and installs.
3. Strategic bidding and budget allocation
Effective bidding strategies and budget allocation are essential for maximizing ad performance. Platforms like Facebook and Moloco often prioritize certain types of content, and understanding these preferences can help in making strategic decisions that improve ad visibility and cost efficiency.
Nasmedia employed a strategic bidding approach with a strong focus on video content, knowing that platforms like Facebook prioritize video in user feeds. By creating high-quality video ads that highlighted the game’s most attractive features, Nasmedia was able to increase engagement and reduce CPI. The budget was strategically allocated to ensure that these high-performing ads reached the largest possible audience.
4. Performance monitoring and adjustment
Ad campaigns require constant monitoring and the flexibility to make adjustments in real-time. This ensures that the campaign remains cost-effective and continues to deliver strong results, even as market conditions change.
Nasmedia continuously monitored the campaign’s performance, making real-time adjustments to optimize results. By reallocating budgets from underperforming ads to those delivering the best ROI, Nasmedia was able to maintain a low CPI while maximizing reach and engagement. This agile approach ensured that the campaign was both efficient and effective.
Results
Record low CPI and broad market reach
The collaboration between GGT and Nasmedia led to outstanding results;
1. The campaign achieved over 657 million impressions, demonstrating extensive reach within the Thai market.
2. Most notably, the campaign’s CPI was driven down to $0.70, an impressive 47% below the target, showcasing the cost-effectiveness of Nasmedia’s strategy.
3. Additionally, the campaign’s 2.37% conversion rate from clicks to installs highlighted its success in engaging the right audience and driving downloads.
Conclusion
This case study underscores the importance of a strategic, data-driven approach to mobile game launches. By focusing on precise audience targeting, creative content that resonates with gamers, strategic bidding, and continuous performance monitoring, GGT was able to successfully launch Ragnarok Idle Adventure with record low costs.
Thanks to the dedicated support from Moloco and Appier, along with Nasmedia’s data-driven strategy, GGT was able to reduce costs and significantly expand its market reach, setting a new standard for future game launches.
About Nasmedia
Nasmedia harnesses South Korea’s renowned digital innovation to offer globally integrated, bespoke marketing strategies. With a skilled team boasting over 20 years of experience, we provide expertise that propels businesses to the forefront of their industries. Our approach combines cutting-edge global digital tactics with deep analytical insights to craft marketing solutions tailored to each client’s unique needs.
Each campaign is meticulously developed using sophisticated data intelligence, ensuring every strategy is informed by comprehensive analysis for measurable, impactful results. This powerful combination of innovation, experience, and precision makes Nasmedia the definitive choice for businesses seeking to achieve digital excellence on a global scale.
