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WarFace
Battle Royale

RAN IN: Russia

CLIENT
Mail.ru Group

AGENCY
SUMMARY

Warface - is a free computer game in the Mass, first person multiplayer online shooter on the market from 2012.  We took into consideration the opinion of gamers and developed an idea Battle Royale and for the first time launched a creative campaign instead of promos with presents.  1. Retention of new players.  Average Revenue Per Paying Player was 18% higher than the previous promo 2. Number of paying players Increased by 2.5 times in comparison to the previous campaigns with a presents mechanic. 3. The cost of attracting a player.  Was reduced by 2.24 times to a historic low. 

CASE VIDEO


Audience: We were trying to reach:1. New gamers2. Old players of WarFace who have not playied for a while3. New experienced gamers in the genreThey are age 16-21, 90% male and 10% female. The audience does not react well to classical advertising and communicaiton. They choose what to watch and who to following independently. 

Objectives: Objectives:Maintain number of registers compared to previous campaigns but Improve the quality of the audience that we attract by replacing campaigns where we give away presents for free with a creative campaign that talks in the language of the gaming community while communicating the benefits of our new Battle Royale. How will we measure the improved quality of attracted audience and success of the campaign? - Achieve a better retention of new players in the game - Increase the number of paying players - Decrease the cost of attracting players 

Type: B2C

Language: English, Russian