The launch of Tieu Ngao, a hard-core MMORPG by Gamota, has taken the Vietnamese gaming market by storm. This success didn’t happen overnight but was the result of carefully planned and executed strategies.
This case study dissects the user acquisition strategies that made Tieu Ngao a hit, offering valuable insights for game developers and publishers.
Leveraging Pre-Launch Strategies
Shortened Community Accumulation Period
One of the key pillars of Tieu Ngao’s success was its robust pre-launch community-building strategy. Unlike typical campaigns that stretch over a month or more, Tieu Ngao’s team opted for a 20-day community accumulation period. This shorter timeline was deliberate, designed to maintain the community’s excitement without giving them time to lose interest.
Continuous Social Media Promotion
During this period, social media marketing is crucial with consistenent promotions that left a lasting impression on potential players. The focus was not on flooding the feed with posts but on the quality of the content.
Each post must highlight Tieu Ngao as a pure PK game with exceptional swordplay, catering to the interests of the target audience. This approach kept the community vibrant and engaged, creating a sense of anticipation that would carry through to the game’s release.
Building Hype with Pre-Registration Campaigns
To further amplify the community’s excitement, we launched a pre-registration campaign just seven days after the community buildup began. By leveraging targeted ads, the campaign has brought in a significant number of users who were eager to be among the first to experience the game.
The ongoing branding efforts during this stage helped to keep the momentum going, ensuring that users remained engaged and excited for the launch.
Admin-Community Interaction is Crucial
A crucial aspect of this phase was the active interaction between admins and the community. We understood the importance of having a representative who could engage with users directly, answering questions and addressing concerns. This not only made users feel heard but also made it easier to convey key messages and product information effectively.
Monetization Aligned with Player Preferences
Tieu Ngao’s monetization model was another critical factor in its success. Understanding the preferences and behaviors of the target audience, Gamota chose a 100% in-app purchase (IAP) model, which is typical for hard-core MMORPGs. This decision was driven by three main factors:
Ensuring an uninterrupted player experience
Tieu Ngao took inspiration from the well-known novel “Tieu Ngao Giang Ho” by Kim Dung, featuring a deep and immersive storyline. The absence of in-app ads (IAA) and hybrid monetization methods ensured that players could fully immerse themselves in the game without distractions, enhancing their overall experience.
Catering to a competitive player base
The MMORPG genre is popular for its competitive nature, where players strive to achieve high rankings and gain prestige. The IAP model allowed players to purchase items and upgrades, helping them to advance in the game and fueling their competitive drive.
Targeting the right demographic
The game’s primary audience consists of males aged 25-34, a group with significant purchasing power and limited free time. This demographic is more inclined to spend money on in-game purchases to expedite their progress, making the IAP model an ideal fit.
Strategic Distribution Channels
The choice of distribution channels was another area where Tieu Ngao excelled. Understanding the gaming habits of Vietnamese players, we identified Facebook as the most effective platform for both user acquisition and revenue generation. Facebook’s broad reach and detailed targeting options allowed Gamota to connect with the right audience, driving significant traffic to the game’s download pages.
The game is available on Google Play and the App Store for mobile users, as well as on PC emulators, catering to players who prefer a more traditional gaming experience. By offering multiple platforms, Tieu Ngao ensured that it could reach a wide range of users, regardless of their device preferences.
Conclusion
By understanding their audience, leveraging the right strategies at the right times, and continuously engaging with their community, Gamota was able to create a game that not only attracted players but kept them coming back for more.
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