Seal M Game: Building hype early through pre-registration campaigns on Facebook and Google
Playwith Interactive ran multiple regional campaigns to drive pre-registrations ahead of launch
Seal M (or Seal Mobile) is a casual MMORPG game that inherits the widely popular “Seal Online” IP. Growing a large and engaged fan following is essential to an active game community. Therefore, the South Korean company used a multi-phased strategy to hype its title in a way that would attract both new players and people already familiar with its legacy brand.
The objective
Playwith Interactive wanted to acquire active gamers ahead of launch so it could boost its game’s app store ranking at launch. The gaming publisher also aimed to create a seed audience of high-value players to use as a basis for reaching more potential players in different SEA markets including Thailand, Indonesia, Malaysia and Philippines.
The execution
To build hype for the upcoming game and encourage people to pre-register, Playwith ran multiple Facebook and Google campaigns using the traffic and website conversion, among other objectives, ahead of Seal M Game launch.
Clicking the ads took people to the appropriate app store and pre-register landing page, where they could see game features, watch trailers and participate in community discussions. Playwith also encouraged people to pre-register by offering in-game rewards. The campaign targeted ads to a combination of broad audiences and people with interests related to gaming.
The other campaign, which run concurrently, consisted of photo and video ads using the traffic objective. Users could click a link on the ads to the relevant app store page where they could register for the game to automatically download once it launched.
The result
The mobile game creator used both the photo and video ads on Facebook and Google ad placements to tell its game’s story and engage gamers, seeing a 59% lower in CPA with a new, character-based strategy.
Per campaign report, the audiences exposed to pre-registration ads drove higher sales revenue than those not exposed. Furthermore, intermediate engagement metrics, such as app launches and retention, also saw a significant boost among pre-registrants.
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