Case Background
Bytro Labs is a video game developer based in Hamburg, Germany, whose high-quality strategy games are popular worldwide. When Bytro Labs published the game "Conflict of Nations" for its sister company Dorado Games, their goal was to increase app installs and user quality while minimizing costs.
Solution
To achieve their goals, Bytro Labs launched a series of in-feed ads to promote "Conflict of Nations." They aimed to increase game account registrations by guiding user behavior within the TikTok app. In-feed ads not only allow brand content to blend into native content but also offer the precise targeting capabilities of paid media. These ads are strategically placed on the "For You" page, delivering a strong brand impression during user interactions. Each ad can include external links or call-to-action (CTA) buttons, which Bytro Labs used to drive app installs.
The creative content of Bytro Labs' ads features a player explaining parts of the gameplay of "Conflict of Nations," while displaying in-game elements on the screen and demonstrating step-by-step operations. These ads are promoted in premium placements in a way that is easy for the community to understand, just like native game-related content. At the end of the ad, a voiceover reminds viewers that the game is free to play, while an eye-catching prompt appears to guide users to install the app.
Marketing Results
This promotion was a great success, resulting in 69,000 new registered game users. It was also a highly cost-effective campaign, with the cost-per-install 70% lower compared to other ads run in the United States. Compared to app install optimization results in the US, the paid conversion rate increased by 76%. Overall, users were deeply attracted by the advertising message and couldn't wait to start playing the game.
