{"id":147,"date":"2020-02-20T17:50:00","date_gmt":"2020-02-20T17:50:00","guid":{"rendered":"https:\/\/zorka.agency\/?p=147"},"modified":"2021-05-11T12:05:29","modified_gmt":"2021-05-11T12:05:29","slug":"before-the-store-promotion-of-mobile-mmorpg","status":"publish","type":"post","link":"https:\/\/zorka.agency\/blog\/before-the-store-promotion-of-mobile-mmorpg\/","title":{"rendered":"Before the Store. Promotion of mobile MMORPG \u2212 Talion. Comprehensive Approach by Zorka.Agency and Gamevil"},"content":{"rendered":"\n
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Challenge<\/h3>\r\n <\/div>\r\n
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Acquire a target number\u00a0o<\/span>f pre-registrations during the first stage of the campaign and achieve a target number of qualified installs at stage two. Sources: myTarget, Target VK, influencers.<\/p>\n <\/div>\r\n<\/div>\r\n\n\n

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Introduction<\/h3>\r\n <\/div>\r\n
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Talion is an open-world MMORPG from Gamevil, one of the largest game developers with offices in South Korea, USA, and Germany. Enhanced with stunning graphics, Talion tells a story about a war between alliances. Players have complete freedom in the game, can rotate the camera and look at their characters from various angles thanks to 360\u00b0 Point-of-View.<\/p>\n

We launched campaigns at the end of January, when a full version was not available, just a pre-registration release. iOS and Android users could express interest via a dedicated landing page, designed by Gamevil. When the game was officially launched, potential users received an email notification with a download link.<\/p>\n <\/div>\r\n<\/div>\r\n\n\n

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Comprehensive approach<\/h3>\r\n <\/div>\r\n
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Our partnership with Gamevil started in July 2018. We were speaking at a local meetup in South Korea, sharing an in-depth analysis of the Russian mobile games market and guidance on what to expect when starting out in Russia. After the talk, we met the Gamevil team for the first time. A few months later, in Berlin we\u2019re with Gamevil and launched a couple of test campaigns. The schedule was tough as the 1st launch was planned for January 28, just a month before releasing the full version.<\/p>\n

The customer had pretty clear needs: ads in social media and influencer marketing. Geography of promotion \u2014 Russia. By that time, the game had been already fully localized. The customer had also prepared a landing page intended to acquire users. A logical approach that helps users become familiar with the product while also creating hype pre-release.<\/p>\n

Jumping ahead, we should point out that we arranged campaigns both for pre-release and post-release stages.<\/p>\n <\/div>\r\n<\/div>\r\n\n\n

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Campaign milestones | Pre-registrations<\/h3>\r\n <\/div>\r\n
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Any\u00a0performance campaign<\/strong>\u00a0starts with the target audience definition. In our case, it was men from 20 to 40 years. Additionally, we targeted audiences with similar games and interests: Gamers, Games, Video Games, Mobile Games, Online Games, Fantasy Games, MMORPG, Lineage, etc.<\/p>\n

Our main focus was social media, using myTarget and Target VK as traffic sources.<\/p>\n

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At Zorka.Agency, we often work with game titles and didn\u2019t have any issues with traffic acquisition,\u201d says Zorka.Agency\u2019s CMO, Viktor Ryzhov<\/em>. The only thing that demanded a lot of our attention and time was creatives. The process of buying was handled exclusively by our in-house buying team. This enabled us to generate a very large number of creatives \u2014 hundreds during the whole campaign.<\/p>\n<\/blockquote>\n

Influencer Marketing was another acquisition channel used in parallel with performance campaigns.<\/p>\n

Having analyzed our database with over 300k bloggers from 90 countries, we pre-selected 100 relevant influencers. Filtering further we strategically selected 21 core influencers with detailed KPIs: minimum and maximum number of views, clicks and target actions. After the final approval of the media plan, we set out with influencer ads. Here are a few examples:<\/p>\n

Video on the FROST channel. Format: full review.<\/p>\n