Case Background
"Mosaic Heroes" is a pixel-style RPG game under Efun, officially launched in Japan in August 2023. In fact, as early as January of the same year, the game had already successively launched in Hong Kong, Macau, Taiwan, Malaysia, South Korea, and other regions, achieving impressive results on major charts. For this market expansion, "Mosaic Heroes" (Japanese server name: "ドット勇者") chose to carry out a more comprehensive cooperation with Tuke for Business to continue its previous brilliant performance. Not only did it use Tuke for pre-registration, multi-dimensional user interest stimulation, and improved conversion, but it also leveraged Pangle's system for multi-point reach, further opening up the upper funnel.
Solution
To capture players' attention in the shortest time, offering super high benefits is a "tried and true" tactic. Efun used "gameplay footage + player praise + pre-registration benefits" as ad creatives on Tuke to run in-feed ads, paired with a light landing page. After users clicked and jumped, they could learn more about the game's highlights and benefits, and proceed to download and register.
In this way, users were first attracted by the exquisite gameplay footage in the short video, then the copywriting's "1024 draws giveaway" strongly stimulated their desire to download, and finally, the landing page accurately captured pre-registered users. "Mosaic Heroes" successfully attracted more player attention, greatly improved pre-registration conversion efficiency, and broke Efun's previous peak for new game pre-registrations.
To further expand traffic, acquire more pre-registered users, and reduce the pressure of large-scale user acquisition later, Efun also cooperated with Tuke for Business's programmatic mobile ad platform Pangle to direct traffic to regular landing pages on channels outside Tuke.
At the same time, on iOS, Efun used Web Conversion to find users more likely to browse on the landing page, improved reservation rates with a secondary pop-up confirmation event, and protected shallow conversion traffic by preemptively blocking pre-registration traffic risks.
In the end, not only was the store reservation rate 30% higher than the all-channel average, but the actual reservation cost was also 18% lower than expected.
Entering the large-scale promotion stage, how to quickly scale up in a short time is undoubtedly one of the most critical issues. To this end, Tuke for Business recommended that Efun use the MAIA large-scale promotion model to help "Mosaic Heroes" find players more willing to install and try the game, resulting in a large number of high-quality downloads.
From installation and trial to sustained retention, from general payment to high payment intention, Efun also followed Tuke for Business's suggestions and reasonably used ad products such as APPO and AEO every (multi-frequency app event optimization) for different systems, and continued to use Maximum Delivery as the core bidding method, truly achieving "cost reduction and efficiency improvement," and taking download volume to a new level.
Key iOS product: APPO (App Introduction Page Optimization)
To improve customer acquisition efficiency on iOS, Efun used APPO, adding a customized game introduction page during the user's click-through from the ad to the app store, and using the data signals from the introduction page to explore in real time the groups with higher download intention, thereby enhancing conversion willingness and reducing advertising costs.
Key Android product: AEO every (Multi-frequency App Event Optimization)
On Android, Efun used Tuke for Business's new product AEO every to track users who downloaded and paid after being reached by ads, recording every payment event. This not only helped "Mosaic Heroes" find more high payment intention users, but also continuously expanded similar audiences based on these user characteristics. Ultimately, compared to the market average, CPP dropped by 50%!
After laying the foundation for scaling up, it was also necessary to accurately find high-frequency paying users among the massive user base to achieve stable positive ROI. At this stage, Efun continued to "mine gold" through AEO every, increasing the in-game payment rate. At the same time, Pangle also performed well in traffic expansion. With the support of AEO every and exclusive support programs, "Mosaic Heroes" gained a massive number of high payment intention users.
Although "Mosaic Heroes" had already achieved great results through performance ad products in both the pre-registration and large-scale promotion phases, Efun understood that Tuke influencers are actually a group of high-quality resources who can continuously drive game user acquisition and conversion. Tuke for Business has a wealth of influencer resources in the gaming vertical, with diverse styles. They can not only provide professional game explanations but also create highly creative and unique videos based on the game's features, combining entertainment value and strong recommendation power, making it easy for players to get hooked while laughing.
For this round of daily promotion for "Mosaic Heroes," Efun, based on Tuke for Business influencer team's casting and content suggestions, cooperated with several highly creative influencers of different types, using high-quality native content to further drive game downloads and win more player favor. In addition, Efun also used the Spark Ads product to boost influencer native content with commercial traffic, further enhancing the reach of quality content. Notably, the cost of using influencer creative videos for traffic was 50% lower than that of regular video creatives. This outstanding performance also prompted Efun to make repeat purchases later, continuing the combination of quality influencer content and Spark Ads for daily operations, maintaining the game's popularity during the steady promotion period at a relatively low cost.
