Metal Slug: Awakening VNG

Background

Maximizing power of TikTok for the launch of new title, Metal Slug: Awakening

As one of the four key business units of VNG Corporation since 2004, VNGGames has been importing and distributing big IP games in Vietnam and Southeast Asia. Impressed by the success of previous new title launches on TikTok, VNGGames returned to TikTok for the launch of Metal Slug: Awakening, with higher expectations. VNGGames launched Metal Slug: Awakening across 9 markets - Vietnam, Thailand, Taiwan, Indonesia, Philippines, Singapore, Malaysia, Hong Kong and Macau - on TikTok with the aim to raise brand awareness and to acquire large volume of installs and new users.

Metal Slug: Awakening is a modern take on the classic side-scrolling arcade shoot-em-up game. Instead of 2D pixel graphics, it utilizes a 3D graphics style with nice sound effects and with its strong Metal Slug IP, the game brings back players' childhood memories.

The solution

Adopting full funnel marketing strategy on TikTok platform

To achieve success, VNGGames thoroughly planned out the full funnel strategy across all phases of Metal Slug: Awakening's launch, from pre-registration to post-launch. TikTok team closely collaborated to provide necessary support: sharing best practices, advising on campaign set-up, and providing recommendation on media plans.

Pre-registration campaign kicked off more than a month before the launch of Metal Slug: Awakening. The goal was to attract gamers' interest and encourage them to pre-order and register for the game install ahead of the launch. During pre-registration phase, VNGGames ran auction campaigns and used TopView solution to increase awareness of the new title and to boost conversion.

Metal Slug: Awakening became open and available for install 2 days before the official launch, and TopView was leveraged to build up the excitement for the launch. The game focused on gaining users' attention via TopView placement until 3 days after the launch. Across 6 days of TopView campaign, the priority was to create huge momentum for the game, engaging with user community and acquire large volume of installs. As part of full funnel strategy, App Install and App Event Optimization campaigns were launched, scaled with Lowest Cost bidding.

For the performance campaigns, VNGGames expanded the audience pool to include custom audience and lookalike audience. This was to broaden the user base by searching for new users who will install the game and purchase IAP items, and to ensure ROAS by retargeting users who viewed branding ads but have not made a purchase. For custom audience, the pool was created based on the app activity on TikTok Ad Manager. Lookalike audience was created to include high purchasers, which are users who have previously made purchases in VNGGames' other mobile games, and users tho have clicked the TopView ad or have watched the TopView ad in full.

In terms of creatives, VNGGames leveraged TikTok's creative solutions, such as TikTok Creative Exchange (TTCX) and TikTok Creative Marketplace (TTCM), as well as in-house production. For creatives produced in-house, VNGGames collaborated with a diverse group of individuals including celebrities, streamers, and TikTok creators, to effectively target various segments of the audience and create TikTok-friendly content for the campaign.

The results

Achieving strong results for both branding and performance campaigns across Southeast Asian markets

VNGGames' launch campaign for Metal Slug: Awakening on TikTok proved to have been successful across multiple markets. In Taiwan and Vietnam, the engagement rate exceeded the benchmark by 8.7% and 2.9% respectively. In Thailand, percentage of ads viewed in full, from start to end, was 5% higher than the benchmark.

Performance-wise, the number of installs reached 55% higher than target in just 7 days since the launch of Metal Slug: Awakening. Also, in all 9 markets the campaign was conducted, TikTok was one of the top 3 channels with highest revenue contribution. In Thailand, the iOS campaign overachieved the install volume target by 328% and lowered the CPI target by 53%, which demonstrated the effectiveness of the campaign.