VNG Corporation

The Objective

Launching Revelation across 6 Southeast Asian markets with TikTok as key media channel

VNG, one of Vietnam’s top mobile game publishers, launched new MMORPG title Revelation in February 2023. Targeting 6 key markets across Southeast Asia - Thailand, Singapore, Vietnam, Indonesia, Malaysia, and Philippines - VNG aimed to increase anticipation for and awareness of the game pre-launch, and to maximize install volume during the launch phase.

The Solution

Optimizing app campaign setup with TikTok's performance solutions

Before the launch of Relevation, VNG first created a business account on TikTok (@revelationvn) for Revelation 2 months prior to the launch to drive awareness and boost organic traffic. For pre-registration, VNG sought to find potential players and create hype with App Pre-Registration campaigns, starting from 1 key market before scaling across others.

During the launch phase, VNG ensured optimal app campaign setup by using App Profile Page for all iOS dedicated campaigns and Campaign Budget Optimization for all iOS and Android campaigns. These contributed to efficiently maximizing volume of conversions and delivery.

In terms of creatives, variety of TikTok-first creatives were produced, featuring game characters, game play clips and local creators in each market, to drive install conversions.

The Results

Lowering CPI and achieving install volumes higher than KPI

In Vietnam, VNG achieved cost per install (CPI) that is 54% lower than target and volume of installs 313% higher than target. Also in Thailand, Philippines, and Indonesia, VNG achieved install volumes that are 1.8 times higher than KPI, proving the success of the new title launch campaign in Southeast Asia.