Posted by Kacey Fahey, Google Play Developer Advertising and marketing
Nexon Korea Firm has revealed a number of video games throughout PC, cell, and console. With the launch of their cell recreation FAITH, a MMORPG launched completely in Japan, they needed to advertise the sport earlier than launch and discover a strategy to seize early client demand that might assist enhance early installs at launch.
What they did
Nexon ran a pre-registration marketing campaign on Google Play with a multi-channel advertising and marketing marketing campaign driving gamers to pre-register and obtain an unique pre-registration reward. Their marketing campaign used constant artistic property all through TV commercials, YouTube influencer campaigns, social media, efficiency advertising and marketing campaigns, and extra. Providing a pre-registration reward offered an incentive and profit for gamers who pre-registered on Google Play through the month-long marketing campaign main as much as launch.
“It was very simple to run, for the reason that steps to activate the marketing campaign have been very clear and easy. All we would have liked to do was put together the shop property and APK, then set them up within the Google Play Console,” mentioned Hyomin Kim, Head of Platform Partnerships at Nexon Korea Company. Their unique pre-registration reward of 300 diamonds (in-game foreign money) was arrange as a singular managed product as a part of the marketing campaign. At launch, Google Play gives the reward to all gamers who pre-registered, permitting Nexon to devour and grant the reward to gamers in-game utilizing the Google Play Billing API. Not solely did this create further worth for customers, but it surely allowed Nexon to establish those that pre-registered in-game so they might measure the cohort’s efficiency after launch. As soon as the sport turned obtainable on launch day, everybody who pre-registered on Google Play acquired a notification to put in.
Nexon reported that they had traditionally seen round 50% of Google Play pre-registrations convert to installs. By providing a pre-registration reward for FAITH, they elevated their conversion charge by 20%. And never solely that, the marketing campaign drove different robust efficiency metrics with gamers who pre-registered for FAITH on Google Play having virtually 50% increased day 60 retention than those that didn’t pre-register. This viewers has additionally proven stronger monetization conduct, with over 70% increased ARPDAU than non-pre-registrants.
“Google Play pre-registration is now a ‘must-do’ technique when Nexon launches video games. From our earlier expertise, Google Play pre-registration is without doubt one of the best pre-registration platforms amongst all of the channels we make the most of, particularly for natural impressions and set up conversion,” mentioned Kim.
All app and recreation builders can run pre-registration campaigns and provide a pre-registration reward. Get began immediately!