Nexon leveraged AIBID for its Dungeon & Fighter mobile launch campaign to acquire high-value users and drive downloads from day one, while it employed AIBID for a user retargeting campaign for its Kartrider Rush+ game to increase user conversion rates (CVR) and drive more in-app purchases.
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A game only has one chance at an introduction into the market. Given how saturated the market has become, many games are launched without making much noise. When Nexon released the latest version Dungeon & Fighter in 2022, it leveraged Appier’s AIBID to ensure that the game would acquire high-value gamers who were interested in the title to boost installs.
How does AIBID know which gamers would be interested in the game? It uses Appier’s proprietary AI audience model that analyzes users’ in-app behavior as well as the game’s app contextual data and bosnia and herzegovina phone number data marketing graphics to identify which kinds of users with what interests would install the game and play it seriously.
As Nexon’s WooChang Lee put it, “The platform's ability to generate great installs right from Day 1 was impressive, and we experienced a consistent stream of high-quality users with excellent retention rates.”
From Week 1 to Week 4 of the Dungeon & Fighter mobile launch, the level completion rate increased by 6.9% and the number of in-app purchases increased by approximately 1.4X, which was a testament to the success of the campaign. Simply put, the gamers who installed the title continued to play the game with intent and made more and more in-app purchases along the way.
Beyond Day 30: Last chance to reignite interest
Beyond the first month of a game launch, gamers’ interest in even the hottest game may start to wane as other competing games hit the market and vie for their attention. This was the case with Nexon’s KartRider Rush+, the mobile app version of its popular game KartRider. On the 45th day after the game launch, KartRider Rush+ experienced a downtrend in install numbers. To turn things around, Nexon deployed AIBID’s re-engagement feature.