Japanese mobile gamers are less inclined to try new genres, especially for Clash of Kings-style strategy mobile games. This makes a new launch of such games extremely challenging due to a much smaller player base.
With the launch of Rise of Kingdoms (@RoK_Japan) scheduled for the Christmas season, Lilith Games saw an opportunity to partner with Twitter — Japan’s largest social community for mobile gaming — to crack a traditionally tough market for the strategy mobile game genre and gain new high-quality players.
Taking a multiphase approach, Lilith Games used the pre-launch period to prioritise building conversations and impressions, which would pave the way for later launch phases. Twitter’s advertising content sponsorship package XmasBox gave existing and potential players the chance to win a Christmas prize in return for following @RoK_Japan and Retweeting the promotional XmasBox Tweet, which helped to raise brand awareness, generate relevant conversations, and build up a solid fan base for the new title. XmasBox is a popular way for game publishers in Japan to generate buzz and build conversations for games during the highly competitive holiday season.
Lilith Games also leveraged on the Twitter GameWith content sponsorship package to capitalise on the influence of local Japanese key opinion leaders through customised, branded video content made by select social influencers. These branded videos were promoted through Tweet engagement campaigns, which further increased conversations and strengthened the game’s brand image amongst key target audiences.
On launch day, Lilith Games activated First View Only to amplify awareness of @RoK_Japan for the first 24 hours of the game’s launch and Promoted Trend to boost engagement even further, by encouraging users to discuss the hidden identity of the new @RoK_Japan spokeswoman, while giving them the chance to Retweet to enter a lucky draw.