NEXON is a company engaged in the production, development and operation of online games and Virtual Worlds. The company currently has more than 50 live games on multiple platforms including mobile and is available in more than 190 countries. Major game franchises include MapleStory, KartRider and Dungeon&Fighter.
It launched COUNTER: SIDE, a 2D strategic RPG published by Nexon for mobile. Players role-play as the boss of a private military company and lead their workers with superpowers to fight against various enemies. Nexon’s UA team is highly focused on developing and perfecting Nexon’s UA strategy and performance.
Nexon wanted to acquire users for the new game on a massive scale and establish a paying user base as quickly as possible, reaching users who like the RPG genre with their UA launch campaign.
Mobile payments firm, BANGO, has developed unique purchase behavior technology that enables millions more users to buy the products and services they want, using innovative methods of payment including carrier billing, digital wallets and subscription bundling. Bango harnesses this purchase activity into valuable marketing segments, called Bango Audiences.
Merchants use these audiences to target their marketing at paying customers based on their purchase behavior.
Facebook ads to paying gamers
For the COUNTER: SIDE launch campaign, Nexon used a Bango Audience made up of payers in similar core RPG apps in Korea, to target their Facebook ads at people who were most likely to become paying users.
Compared to the campaigns Nexon targeted with Facebook’s ‘Interest Audience’ for the RPG sub-category, this four-week campaign targeted with a Bango Audience achieved:
-3.9X higher return on ad spend (ROAS)
-2.8X higher conversion rate
-3.6X higher lifetime value (ARPU)
-25% lower CPI (Cost Per Install)
The campaign was originally planned for two weeks, however, due to its high performance, Nexon has extended this to more than two months.
Lee Woo Chang, Team Manager, UA Team, Mobile Business Division, Nexon