Building Game Brand Awareness Among Gamers in Russia
Increase brand awareness of the game Hunter's Arena in the Russian market.
Background
Hunter's Arena: Legends combines elements from various game genres such as MOBA, MMORPG, and Battle Royale. The game was developed by Mantisco.
Goal
Increase brand awareness of the game Hunter's Arena in the Russian market.
Solution
To increase game brand awareness we chose the biggest entertainment platforms for gamers in Russia — Goha and Playground.
On Goha we placed full-screen ads and an article about the video game. For the cooperation with the Playground platform we placed Sideline and Teaser ads, a press release, and VKontakte posts in the news feed.
To create greater brand awareness we chose targeted advertising on the biggest Russian social networks — VKontakte and MyTarget. On VKontakte we used two advertising formats: banner and post placement in the newsfeed, and teaser ads. On MyTarget we placed teaser and multiformat banners.
We divided the audience into five different segments:
- users interested in games (Fallout, WoT, WoW, Call of Duty, Minecraft, Mass Effect, Assassin's Creed, Overwatch, Prey, Witcher, etc.)
- users interested in cybersport (Dota 2, CS:GO, LoL, PUBG, Heroes of the Storm, Hearthstone, StarCraft 2, Mortal Kombat X, Project CARS, FIFA 18, etc.)
- users who watch streams on Twitch, YouTube, Goodgame, Cybergame
- users who love fantasy and anime, read comics, and watch films about heroes or fantastic beings
We also used location and demographic targeting to reach the right audience from Russia.
Results
Cross-channel ads allowed us to achieve and exceed the KPIs of the advertising campaign.
- Over 33,000,000 impressions on the platforms
- More than 45,000 clicks on the platforms
