How KRAFTON and Moloco Transformed Mobile Game Advertising with CTV
The gaming industry constantly evolves, pushing publishers to explore new ways to engage and retain users. KRAFTON, a global gaming powerhouse, partnered with Moloco to leverage Connected TV (CTV) advertising on LG Channels. This innovative approach helped launch CookieRun India, reaching a new, untapped audience while driving higher user retention and engagement.
Why KRAFTON Needed a New Advertising Strategy
KRAFTON, the creator of PUBG: BATTLEGROUNDS and Battlegrounds Mobile India (BGMI), has built a strong presence in India. However, launching a new mobile game like CookieRun India required an approach that went beyond traditional mobile app campaigns.
- Traditional app-based ads often fail to reach users who spend more time on television than mobile apps.
- TV commercials (TVCs) build brand awareness but lack measurable performance metrics.
- Reaching a wider audience in India required a seamless and data-driven advertising solution.
To solve these challenges, KRAFTON turned to Moloco’s CTV advertising solution, which expanded reach, improved engagement, and delivered measurable results.
How CTV Ads Helped KRAFTON Reach a New Audience
Moloco’s CTV ads allowed KRAFTON to target users who were previously difficult to engage through mobile-only campaigns. By displaying ads on LG Channels, a free ad-supported streaming TV (FAST) service, KRAFTON successfully:
- Reached a new audience beyond app users.
- Integrated ads seamlessly into premium content like NDTV and India TV.
- Provided a measurable way to track ad performance through Mobile Measurement Partners (MMPs).
Better Customer Experience Through a Data-Driven Approach
Unlike traditional TV commercials, CTV advertising provides clear performance tracking, allowing brands to measure exact engagement levels, user retention, and conversion rates. With Moloco’s advanced machine learning technology, KRAFTON could:
- Identify high-value users based on viewing and gaming preferences.
- Deliver personalized ad experiences that felt more engaging.
- Track user behavior after ad exposure, ensuring meaningful impact.
This data-driven approach made CTV ads a powerful complement to KRAFTON’s mobile advertising efforts.
CTV Advertising Drove Higher User Retention
One of the most significant benefits of Moloco’s CTV ads was their impact on user retention. Compared to users acquired through mobile-only campaigns, those who saw CTV ads exhibited:
- 20% higher Day 1 (D1) retention.
- 37% higher Day 7 (D7) retention.
- Stronger brand recall and long-term engagement.
Additionally, 14% of users reached through CTV were completely new audiences. This proves that CTV is not just an awareness tool—it also drives active engagement and conversions.
Seamless Omnichannel Experience for Users
By combining CTV and mobile campaigns, KRAFTON created a seamless omnichannel experience. Users:
- Discovered the game through an LG Channels CTV ad.
- Engaged with the brand through a mobile app campaign.
- Downloaded and played CookieRun India, driven by consistent messaging across multiple touchpoints.
This holistic approach ensured brand continuity while improving customer experience and engagement.
Customer Reactions and Industry Impact
KRAFTON’s success with Moloco’s CTV solution highlights a major shift in gaming and digital marketing strategies. Sangbum Kim, Head of India Performance Marketing at KRAFTON, emphasized:
“Moloco’s CTV advertising maximizes campaign efficiency through a data-driven approach. It allows us to measure performance while reaching a previously inaccessible audience. The high retention rates confirm that CTV is a valuable addition to our marketing strategy.”
JaeKyun Ahn, Korea Country Manager at Moloco, also noted:
“This collaboration proves that CTV advertising effectively complements mobile app campaigns. It helps advertisers reach new, high-value audiences while ensuring precise performance measurement. This strategy will be essential for future game launches.”
Why CTV Advertising is a Game-Changer
This partnership demonstrates the growing importance of CTV in performance-driven advertising. Several key takeaways highlight why:
- CTV expands reach beyond mobile app users, engaging those who prefer streaming TV.
- It enhances retention, as CTV-acquired users stay engaged longer than mobile-only users.
- It provides measurable results, unlike traditional TV ads, allowing brands to track performance.
- It seamlessly integrates with mobile campaigns, creating a unified customer experience.
What This Means for Future Game Marketing
KRAFTON’s success with Moloco’s CTV solution signals a new era in mobile game marketing. Publishers who combine CTV and mobile ads can:
- Improve campaign efficiency by reaching diverse audience segments.
- Enhance user retention with cross-platform engagement.
- Achieve higher ROI through data-driven targeting and measurement.
As more brands recognize the power of CTV’s advertising, this approach will likely become a standard strategy for mobile game launches worldwide.
Conclusion
KRAFTON and Moloco’s partnership revolutionized mobile game advertising by combining CTV’s and mobile campaigns. By leveraging LG Channels’ massive audience base, KRAFTON successfully expanded its reach, improved retention, and enhanced the overall customer experience.
This success proves that CTV’s advertising is not just about brand awareness—it’s a powerful performance-driven tool that delivers real, measurable results.
As gaming companies continue to explore innovative marketing strategies, CTVs will undoubtedly play a crucial role in shaping the future of user acquisition and engagement.
