Posted by Kacey Fahey, Google Participate in Developer Advertising and marketing
Nexon Korea Company has posted numerous online games across Computer system, cellular, and console. With the start of their cell game Religion, a Mmog introduced exclusively in Japan, they desired to promote the game ahead of launch and come across a way to capture early customer demand from customers that would assistance boost early installs at start.
What they did
Nexon ran a pre-registration campaign on Google Perform with a multi-channel advertising campaign driving players to pre-sign up and obtain an unique pre-registration reward. Their marketing campaign employed consistent imaginative assets during Tv commercials, YouTube influencer strategies, social media, efficiency marketing and advertising strategies, and more. Presenting a pre-registration reward provided an incentive and benefit for gamers who pre-registered on Google Enjoy in the course of the month-prolonged marketing campaign leading up to start.
“It was incredibly simple to run, considering the fact that the techniques to activate the campaign had been really obvious and uncomplicated. All we wanted to do was get ready the keep belongings and APK, then set them up in the Google Participate in Console,” stated Hyomin Kim, Head of Platform Partnerships at Nexon Korea Company. Their exclusive pre-registration reward of 300 diamonds (in-sport forex) was established up as a special managed item as section of the campaign. At launch, Google Play gives the reward to all gamers who pre-registered, making it possible for Nexon to consume and grant the reward to gamers in-activity applying the Google Engage in Billing API. Not only did this make more benefit for people, but it allowed Nexon to identify those people who pre-registered in-recreation so they could evaluate the cohort’s overall performance following start. As soon as the recreation grew to become out there on start day, everyone who pre-registered on Google Play received a notification to install.
Nexon described they had traditionally noticed all over 50% of Google Play pre-registrations convert to installs. By supplying a pre-registration reward for Religion, they improved their conversion level by 20%. And not only that, the campaign drove other sturdy general performance metrics with players who pre-registered for Religion on Google Perform getting pretty much 50% better working day 60 retention than those who did not pre-sign-up. This viewers has also revealed stronger monetization actions, with in excess of 70% bigger ARPDAU than non-pre-registrants.
“Google Play pre-registration is now a ‘must-do’ technique when Nexon launches game titles. From our preceding practical experience, Google Participate in pre-registration is 1 of the most helpful pre-registration platforms among all the channels we make the most of, in particular for organic impressions and set up conversion,” reported Kim.
All app and match builders can operate pre-registration campaigns and present a pre-registration reward. Get started out nowadays!