Lucky Chan Games

The Objective

It's no secret that the gaming industry is a highly competitive one, and standing out can prove challenging for even the most exciting and innovative of games. For Korean game developer Lucky Chan Games, initial efforts to increase the user base of their most popular game, "Rising Rank Insignia," eventually hit a few bumps.

As part of early marketing efforts, Lucky Chan ran ads on other digital platforms to get the word out. But with a rising cost per install, the team needed a more cost-effective way of reaching new players while ensuring that engagement and conversions remained high.

The Solution

The company was attracted to TikTok because of its soaring popularity, which offered lots of opportunities for user growth. To make sure that TikTok was the right choice, the team tested the waters by uploading in-play videos on their account before starting on any ad campaigns. They found that organic engagement and views received far outperformed what they'd experienced on other platforms, particularly in terms of two-way user interaction. Encouraged by this, they began their TikTok ads campaign in July 2021.

Lucky Chan Games utilized Spark Ads for their App Installs campaign. Spark Ads is a native TikTok ad format that allows brands to boost their own organic posts or the videos of creators as In-Feed Ads. For Lucky Chan Games and their audience, the organic, less formal nature of their in-play video game content was a major factor in drawing in a wider and more engaged audience, boosting their follower count and increasing conversions.

The Results

3 months into their Spark Ads campaign, Lucky Chan Games' ads achieved a higher than 30% conversion rate, with more than 1,000 app installations and a 150% lower CPI compared to with other platforms. As a bonus, their TikTok following also grew to more than 15,000 in just a few months.

For a company that cares greatly about its younger audience, the increase in younger user engagement and activity has stood out. On TikTok, both their ad video content and formats could be more organic, and the comments section enabled Lucky Chan Games to better engage with and communicate with their audience.

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