Case Background
“Dislyte” is a card RPG developed and published by Lilith, integrating elements of urban, mythology, music, and more. Its trendy art style and distinctive electronic music elements are deeply loved by a wide range of players. Upon its launch in Europe and America in May last year, it attracted a lot of attention. In March 2023, “Dislyte” continued its strong momentum, aiming for the Japanese and Korean markets. To achieve a concentrated burst during the major promotion period, Lilith chose Tuke, which aligns well with the game’s tone, as one of its primary launch platforms.
Solution
“Dislyte” itself has a strong musical attribute, and this feature is infinitely amplified on Tuke. The immersive audio-visual content presentation, active and positive player-driven interactions, and the creation of diverse native derivative content... Tuke’s platform ecosystem provided “Dislyte” with a solid user base for growth in Japan and Korea.
Based on the differentiated market demands and preferences in Japan and Korea, Lilith also produced different game theme songs for promotion. In Korea, “Endless Life” was used, featuring a collaboration with local pop singer Zico, with an upbeat rhythm that is easy to follow. The #디스라이트신감각댄스 (#dislyte神势感舞蹈) brand challenge launched by “Dislyte” on Tuke used this song as the background music and invited a professional dance troupe to create a custom K-pop girl group dance, which greatly boosted user participation. With the support of Branded Mission, over a hundred Tuke users participated in the challenge, generating a large number of high-quality submissions and over 12.8 million video views. Combined with active traffic from Top Feed, the overall exposure of this campaign in Korea exceeded 650 million.
In Japan, the “Dislyte Neomake” used by Lilith is also quite layered. However, the localized “Dislyte” did not choose the same brand challenge format, but instead enhanced the interactive effect of stickers according to local conditions. As is well known, Japan is a major country for makeup. Taking this into account, in creative collaboration with the Tuke for Business team, Lilith cleverly chose to integrate the lightning symbol from the game’s logo into an eye makeup effect, and strengthened the visual impact of game elements through popular transformation videos on Tuke. The neon city background effect further immerses users, enhancing game perception and creative desire.
Whether in Korea or Japan, “Dislyte” chose a combination of brand stickers and challenges that require high user participation, and further stimulated the production of high-quality content through Branded Mission. This is closely related to Lilith’s own philosophy of “providing players around the world with a gaming experience beyond expectations.” Deep integration brings deeper understanding and effective connection, which is also a major advantage of the Tuke platform: delivering brand value in an easily accepted way to achieve brand goals. GIM data shows that 44% of Tuke users like to watch promotional game content on Tuke, and 42% even want to see more. This is undoubtedly an excellent signal for game publishers with strong promotional needs.
Marketing Results
The promotional results of “Dislyte” in Japan and Korea are impressive. The brand activities in both regions accumulated 2.7 billion exposures on Tuke, effectively boosting the game’s popularity and attracting countless local players. At the same time, the brand creative materials also performed outstandingly: the CTR of Korean materials was four times higher than the industry benchmark, and Japan’s 6-second completion rate was six times higher than the average. All of this is due to Lilith’s deep insight into the local market and trends, as well as a thorough understanding and respect for Tuke’s creative environment.
