Case Background
The simulation management mobile game "Business Tycoon" under Tuke has been launched in Japan for three years and has consistently been a regular in the TOP 20 best-selling charts. However, as more and more companies see opportunities in the simulation management track, the market competition environment has changed, with issues such as numerous competing products, homogenization of marketing materials, and rising customer acquisition costs becoming increasingly prominent. According to the "2022 Global Marketing Insights for Simulation Management Mobile Games," in 2022, simulation game advertisers in Mainland China, Hong Kong, Macau, Taiwan, and Japan and South Korea accounted for 12%, the highest among all regions. As a simulation management game going overseas to Japan, how can "Business Tycoon" achieve long-term operation and greater commercial value in a tough market environment?
Solution
It is well known that Japanese gamers are highly engaged and have a strong willingness to pay, but the localization threshold in terms of art and operations is also high, and local players attach great importance to brand continuity and value. Therefore, during its three years in Japan, "Business Tycoon" has carried out large-scale marketing campaigns every year in conjunction with anniversaries and local festival hotspots to better accumulate brand assets and build its own IP. For this third anniversary celebration, the Japanese version of "Business Tycoon" even invited Takayuki Yamada as a spokesperson and tried a UGC interactive benefit station project on TikTok to further increase the game's popularity and expand the player audience.
TikTok for Business customized an exclusive interactive page for the Japanese version of "Business Tycoon" through the "UGC Interactive Benefit Station," aggregating traffic from both public and private domains across the platform. Based on an in-depth understanding of Japanese players, the core player-favorite roulette lottery gameplay was chosen to stimulate participation. TikTok users could earn points by following the game's business account, posting videos with hashtags, liking videos, downloading the game, and other tasks, which could be used for the lottery. The prizes selected by Tuke also directly targeted player interests, including Takayuki Yamada talent gold cards, ten-draw tickets, in-game diamonds, Amazon gift cards, and more, directly driving a multiple increase in Search Banner click-through rates on TikTok.
Of course, TikTok users are not only highly curious but also extremely action-oriented. Driven by the lively community atmosphere, high-quality content emerged in large numbers, enabling "Business Tycoon" to gain a wealth of content materials and creative inspiration, accumulating considerable social assets.
Marketing Results
This campaign successfully leveraged local celebrity collaboration and creative content production to trigger a full-scale release of exposure: #おねがい社長！topic views exceeded 30 million; TikTok Search Banner click-through rate was over 24 times the benchmark; compared to before the event, the game's exposure increased by 17.7 times; 16% of users who participated in the event clicked through to download the game.
When operating in the Japanese market, TikTok is a very important channel for scaling up. Because platform users are highly receptive, willing to see interesting ads, and willing to convert to experience game content, the customer acquisition cost is actually much lower. Moreover, the TikTok platform can perfectly accommodate the creativity our team brings to the game, and the expressiveness of the materials is much better compared to text and images, which can achieve better scaling results.
