At A Glance

23,000

Brought in over 23,000 New Active Players

63%

Decrease in Cost per Download

Backstory

Dragon Saga is a free-to-play, 3D side-scrolling massively multiplayer online role-playing game (MMORPG). This popular game was launched in the South East Asian market by NHN Entertainment, a Korean gaming company.

Challenge

NHN Entertainment wanted to promote Dragon Saga and drive downloads.

Having incurred a cost per download of $11 in the past, they realized they were not optimizing their spending. While they were playing with big budgets, their team lacked the knowledge to allocate it in the right channels and optimize spends.

For the launch of Dragon Saga, they decided to do things differently. They wanted to spend effectively while making every dollar count and that’s when eVietGlobal LLC was approached.

Solution

We were assigned the task to develop and run a cost-efficient marketing campaign focussed on promoting Dragon Saga and driving downloads.

We conducted persona interviews to understand the target audience, their interests, and their online behavior. The primary audience was identified to be web-savvy, 13-25 year-olds.

We also carried out competitor analysis and assessed the work some of their key competitors such as Maple Story, Elsword and Ragnarok Online II were doing in the digital space.

On the basis of our findings, we ran ads across multiple networks targeting the primary audience. We also leveraged third-party data to create targeted campaigns and accurately serve ads to the audience we wanted to reach.

Google Display Retargeting Ads

Apart from running campaigns, we continually performed A/B testing to track and measure campaign performance. We reallocated budgets and made changes on the go, with a goal to optimize spends and meet the business objective.

Results

Our cost-effective marketing strategy yielded positive results.

Not only were we successful in reaching a whole new audience and bringing in over 23,000 active players, but we were also able to achieve optimized results by decreasing the cost per download from $11 to $4.10.