Case Background
Lords Mobile is a AAA mobile game masterpiece created by IGG, combining role-playing, real-time strategy, and world-building. Since its release in March 2016, it has been around for seven years. As of the end of 2022, the game had over 600 million registered users worldwide. As is well known, strategy games (SLG) have extremely strong revenue capabilities overseas, and competition in this track has intensified in recent years. Overseas publishers are seeking incremental space through market expansion and maintaining player enthusiasm through gameplay innovation, aiming to extend the product lifecycle. Lords Mobile, as a successful and established IP, is no exception. IGG has set its sights on the rapidly developing mobile gaming market in the Middle East. According to Newzoo's 2021 Global Games Market Report, 68% of Saudi Arabia's population are gamers, and this figure is as high as 70% in the UAE. In 2021, the METAP region's mobile game revenue reached $3.6 billion, with an annual growth rate of 6.1%.
Solution
As a world-leading entertainment short video platform, Tuke has over 1 billion monthly active users. Players discover new games, watch related content, and actively participate in interaction and creation here. In 2022, gaming content on Tuke reached 3 trillion views. IGG recognized the active user community and diverse marketing possibilities on Tuke, and during this Ramadan, teamed up with Tuke for Business to launch the #لوردس_موبايل_عيد_مبارك (Lords Mobile Eid Gift) campaign.
Leveraging the special occasion of Ramadan in the Middle East, Tuke for Business customized a large-scale event hub for IGG based on its own "UGC Interactive Benefit Station" project, using Tuke's light tasks to incentivize users to complete designated in-game interactions, activate existing players, and expand the user base to attract new users.
First, Lords Mobile released its brand influence across multiple platforms: in-game messages introduced the event, while Facebook, Instagram, and other social media simultaneously promoted it, concentrating channel resources to drive traffic to Tuke; influencer collaborations and search banner promotions further amplified the event's gift content.
Secondly, the "Lords Mobile Eid Gift" campaign was the first overseas H5 event to achieve real-time points ranking. This breakthrough in "real-time competition" effectively stimulated players' enthusiasm for participation and interaction, bringing a large amount of high-quality UGC content to the brand. In addition to doubling Tuke enterprise account followers and a 20-fold increase in brand search volume, 17% of participants clicked through to the App Store to download the game via the task, perfectly achieving the campaign's expectations.
Marketing Results
(vs Benchmark)
This successful marketing campaign enabled Lords Mobile to quickly attract a large number of high-quality and diverse creators, enriching the video content under the #لوردس_موبايل_عيد_مبارك (Lords Mobile Eid Gift) topic, with a relevance rate as high as 99%. The game quickly achieved both player activation and expansion goals, while also sparking a sustained buzz about the game within the platform, effectively supporting its long-term growth and providing a good model for subsequent overseas marketing activities.
