Building brand awareness of online game in the Russian market

Client

Black Desert Online – Massively multiplayer online role-playing game (MMORPG) developed by a Korean company Pearl Abyss.

Goal

Increase brand awareness of online game Black Desert in the Russian market and lead generation.

Solution

To increase brand awareness we chose the biggest game and entertainment platforms in Russia Goha and Playground. We suggest several options of site coverage: branding (websites’ back layer), banner and native advertising.

Also we made an announcement of news and updates on Goha, Playground и Gameguru. All the articles were written by professional gamers and editors of gaming platforms.

To make people know about the brand more, promote the brand on social media and get more subscribers we chose targeted advertising on biggest Russian social networks Vkontakte and Odnoklassniki and also placed the banners on the local online game websites.

Every time new character appeared in the game, we adapted banners to different placements and created targeting ads for Social Medias, gaming websites and Yandex search.

We divided the audience into five different groups and also used location, demographic, interests and devices targeting to reach interested gamers from Russia.

Result

Cross-channel ads allowed to achieve and improve the goals of the campaign. Unfortunately we can’t disclose the data about attracted users, but the client was 100% satisfied with the results.

Branding of websites

• Over 5 000 000 impressions on different game-platforms
• Over 50 000 clicks on the banners were made during 7 months

Programmatic

• More than 4 000 000 impressions on Social Media/
• More than 16 000 clicks on Social Media
• More than 2 700 000 impressions on other local online game websites
• Almost 10 000 clicks on other local online game websites